Marketing - Hyfibe White® (Tip Top® Bakeries)

Hyfibe White®, first launched in 1978 by Tip Top® Bakeries, a division of George Weston Foods Limited, was the first national fibre increased white bread brand on the Australian market. Hyfibe White® revolutionised the white bread market by creating a new segment of fibre enriched white bread.

Why was the product developed?
Hyfibe White® was developed to meet the demands of consumers who preferred the taste of white bread but were attracted to the health benefits offered by wholemeal bread. Consumers wanted a nutritious bread with the same fibre content as wholemeal and the taste of regular white bread. At that time, there were no fibre enriched white breads available in the market nationally.

How was the product produced?
Hyfibe White® was formulated to be a white bread, low in fat and high in carbohydrate, similar to other white breads. The point of difference was the increased fibre content of the bread.

The product development team at Tip Top® Bakeries researched the health and functional benefits of a variety of high-quality ingredients, including wheat bran and vegetable fibre to enrich the fibre content of Hyfibe White® bread. The researchers found that the vegetable fibre ingredients not only offered high fibre benefits but were selected for their white colour and for their ability to absorb water. These characteristics of the fibre resulted in a moist, soft eating, crumb texture and a white crumb colour. In this way, the product was able to achieve a texture and appearance of white bread with the fibre content of wholemeal bread.

The final product

Physical appearance

• HyfibeWhite® bread is a soft and smooth, tasty, sliced white bread with increased fibre. The loaf weight is 700 g, with 19 slices (17 + 2 crusts) per package.

Nutritional value

• High in dietary fibre (4.4 g per serve).
• Contains soy fibre, wheat fibre, wheat bran and inulin.
• Meets the National Heart Foundation criteria for sodium, fat, sugar and fibre.

Packaging

• Available in medium slice thickness (great for both sandwiches and toast)
• The health benefits from the ingredients in Hyfibe White( are listed on the front of the pack to reassure consumers.
  

Labelling

1. 1. Nutrition Information Panel

Number of Serves	9.5 (17 slices + 2 crusts)
Serving Size	74 g (2 slices)
	per serve	per 100g
Energy	787kJ	1064kJ
.	(184Cal)	(248Cal)
Protein	7.1 g	9.6 g
Fat	2.1 g	2.9 g
Carbohydrate - total	34.6 g	46.7 g
- sugars	1.8 g	2.4 g
Dietary Fibre	4.4 g	6.0 g
Cholesterol	Nil	Nil
Sodium	333 mg	450 mg
Potassium	96 mg	130 mg

ii. Made in Australia

iii. High in Fibre

• Hyfibe White® is high in dietary fibre. In fact, two slices of Hyfibe White® provides 15% of your recommended daily requirement.
• Hyfibe® is "DOUBLE THE FIBRE*" of regular white bread. (*NUTTAB 1995; 2.9 g of dietary fibre per 100 g)

iv. Energy Giving
Hyfibe White® is a great source of energy. Nutritionists have long known the importance of carbohydrate foods like Hyfibe White® to supply energy to active and busy people.

v. Digestive Balance
Hyfibe White® contains inulin, a type of natural dietary fibre, known as a pre-biotic. Recent nutritional research indicates that pre-biotics can provide fuel for "good" bacteria in the digestive tract for improved digestive balance.

vi. Cholesterol Free
Like most breads, Hyfibe White® contains no cholesterol and is low in fat.
Hyfibe White® also has the Heart Foundation Tick and endorsement by the Australian Institute of Sport

vii. Ingredient List:
Wheat Flour, Water, Baker's Yeast, Vegetable Fibre (3%), Gluten, Salt, Vinegar, Wheat Bran (1.7%), Vegetable Oil, Sugar, Inulin (0.1%), Soy Flour, Emulsifiers (481, 472(e)), Preservative (282), Vitamin (Thiamin).

Marketing

Target group

• The primary target market for Hyfibe White® is adults who love white bread and want the health benefits of increased fibre.

Positioning

• Hyfibe White® has a unique position in the market place as a white bread that is perceived to be great for energy and sport. Hyfibe White® was launched in Australia in the late 1970's. From 1984 to approximately 1997, it was promoted as the "Footy Bread", primarily through Australian Rules Football. In the mid 1990's this expanded to incorporate Rugby League in the northern states.

Branding

• The product was branded Tip Top® Hyfibe White® to communicate clearly to consumers the product's nutritional benefits; high in fibre.

Strategies

To create awareness of the product the following marketing support was used:

Promotions:

• Activities revolving around Hyfibe White®'s famous association with football.

Advertising:

• Television - 30 and 15 second TV commercials
• Outdoor - Tip Top® truck posters;

Internet Campaign:

• Banner advertising on high traffic flow search engines.
• Editorial pages on selected sites, such as Ninemsn's Good Medicine Site.
• Nutritional calculators and additional nutritional information were included in the Hyfibe White® section of the Tip Top® website.

Distribution of product

• Hyfibe White® has 100% distribution in supermarkets and corner stores throughout Australia.

Evaluation of product's success

• Hyfibe White® represents over 8% of George Weston Foods Limited bread sales and is an important brand in the Tip Top® Bread portfolio.
• Hyfibe White® has high loyalty and a strong brand image. Loyalty is an important measure of a brand's strength and potential. It is measured by the number of people who prefer Hyfibe White® over other brands and indicates that once it gets into the consumer's repertoire, it is more likely to be considered as a favourite brand of the household.
• Hyfibe White® has a strong brand image, which provides assurance to the future success of the product. It is perceived by consumers to be a nutritious everyday bread for health and vitality. This is important for the success of Hyfibe White® as a mainstream bread, it must have everyday appeal.

For Further Research

Additional links

• Dietary fibre and resistant starch
• Food legislation
• Bread manufacture
• Marketing