True Foods flatbread brand, Simson’s Pantry, has continued to expand its range of high-protein products with its biggest launch yet – the extra-large 12-inch High Protein White Wrap, delivering 20 grams of protein per serve.
As protein moves beyond powders, bars and shakes into everyday staples, Simson’s Pantry has stayed on top of the game, recently winning the 2026 Best NPD Hive Award for its High Protein Souvlaki, launched in May 2025. The brand expanded its range in November, with High Protein Mini Pizza Bases.
The new High Protein White Wrap responds to growing consumer demand for simple, affordable ways to increase protein intake without compromising on taste, texture or convenience. The extra-large wrap was developed through rigorous testing to maintain the taste and texture of a traditional white wrap, while packing in 20 grams of protein per serve.
True Foods brand manager, Ruby Barry, said consumers are hungrier than ever for a product that ticks the boxes and keeps them full.
“Parents want school lunchboxes to keep kids fuller for longer; busy professionals want lunch to actually sustain them through an afternoon, and older Australians are increasingly aware of protein's role in healthy ageing,” said Barry.
“Shoppers are expecting their everyday staples to do more nutritionally, and we’re incredibly proud to meet that demand with a product that gives health-driven Aussies the high protein solutions they need to hit their macros.”
The new Simson’s Pantry High Protein White Wrap is now available at Coles, for RRP $8.50 in a six-pack, and will be hitting Woolworths stores from September.
