At GWF, innovation is our lifeblood. It is the source of growth in our key categories and opens up new horizons for the business.
As part of our commitment to innovation, GWF invests in great ideas brought to life though market-leading consumer
insights and brands. Essentially, we’re on an ongoing mission to innovate and renovate products to meet our consumers'
needs for health, wellness and enjoyment.
Our management team is wholeheartedly committed to innovation and driven by a desire to continuously deliver superior
products and “Real Food”. Understanding consumer needs and delivering on their expectations – and beyond – is of
paramount importance.
With innovation being one of the underlying values of Our Guiding Lights, our dedicated marketers and technologists are always open to new and innovative ideas and use their combined expertise to further the company’s innovation offerings.
Examples of GWF Innovation
GWF is dropping the salt!
In February 2010, we proudly announced that we have dropped the salt levels across our Golden® product range and across all our Tip Top® products – including Tip Top® UP®, Tip Top® 9 Grain®, Tip Top® Gold Max®, Tip Top® Gold Split® and Tip Top® Sunblest®.
GWF has been a leader in reducing the salt levels in our breads since December 1997, when we became one of the first companies to work with the National Heart Foundation (NHF) to establish the initial sodium criteria of 450mg/100g for the bread category, as part of the 'Heart Tick' program. We have now achieved a further reduction to 400mg/100g across our mainstream bread portfolio – joining our Burgen® range of breads which has met this benchmark since 2004.
As part of this new reduction initiative, over 346 tonnes of salt will be removed annually from the Australian food supply – a significant contribution to the nation's health and another way that market leader Tip Top® Sunblest® has set the trend towards improving the nutritional credentials of bread.
What GWF products will change?
Tip Top®
- Tip Top® UP®, Tip Top® 9 Grain®, Tip Top® Gold Max®, Tip Top® Gold Split® and Tip Top® Sunblest® now have 400mg/100g of
sodium – which is the current National Heart Foundation Tick criteria for the bread category. This represents a total reduction of over 20% on average since 1997.
Golden® Bakery Snacks
- Golden® Crumpets and Crumpet Toast® have been reformulated from 650mg/100g of sodium (Crumpets) and 820mg/100g of sodium (Crumpet Toast) to meet the criteria benchmark of 600mg/100g for the NSW School Canteen Association Healthy Kids nutrient criteria for the 'Crumpets, Pikelets & Pancakes' product category.
For all Golden® Crumpets and Crumpet Toast® this represents a total sodium reduction of 8% and 28% respectively, which has resulted in the removal of 4.6 tonnes of salt from the Australian food supply on an annual basis (based on 2008 sales volumes).
Top Taste® Little Bites™
The Top Taste® Little Bites™ product is an Australian first that has established the Top Taste® brand as a market innovator. With a range of varieties and flavours served in convenient, portion controlled "bite sized" morsels, the product is highly appealing to both kids and adults alike.
Don® Shaved Meats
Following insights into consumer preferences in the shaved meats market, with emphasis on consumer priorities of health, freshness, value and appeal, the entire Don® shaved meats range has recreated. It is now differentiated thanks to outstanding packaging design and excellent product quality, establishing the Don® brand as a market leader.