Challenger brand specialist, Saltmine Design Group, is pleased to announce their latest work for George Weston Foods, creating the visual identity for the new Tip Top Sandwich Thins range. The launch is an exciting one for Tip Top with it being the first to market Sandwich Thins brand in the Australian market.

The bread category in Australia is in decline, with consumers switching to perceived healthier alternatives, such as wraps. Containing only 99 calories each, Sandwich Thins are a “softer, lighter way to lunch”. Tip Top Sandwich Thins will compete with wraps in the sandwich-alternatives segment which is showing strong and consistent growth, at 7.7 percent year on year, in the Australian market.
(IRI Aztec Scandata to MAT 17/02/17).

In the United Kingdom, the Thins sector is very successful, having been established five years ago and worth $150m three years after launch. In that market, Thins are priced at a premium 129 index to bread and have driven 20% incremental growth whilst achieving 26.5% household penetration.

Baked in Australia, Tip Top Sandwich Thins are suitable for topping, filling and toasting for a quick and delicious lunch. They are the deliciously different lunch time solution the whole family will love. They are available in three delicious varieties: Original, Wholemeal and Lightly Seeded. They also have a strong health star rating with Wholemeal rating 4.5 Health Stars and Original and Lightly Seeded being 4 Health Stars.

George Weston Foods had previously commissioned Saltmine to reinvigorate the Tip Top brand, which has been in the market for over 50 years and is synonymous with baking in Australia.

For Sandwich Thins, Saltmine opted for a predominantly green design to denote the perceived health benefits to consumers. The ‘99 calories’ claim, which rated particularly well in consumer research, also sits in a green device, boldly on the front of pack. As with other products in the Tip Top range, there is a clear window on the front of pack to show off the product and let it sell itself to shoppers. Saltmine included product photography on front of pack as a serving suggestion to educate Australia consumers about this
new product.

Tip Top Sandwich Thins are available in three delicious varieties: Original, Wholemeal and Lightly Seeded and can be found in nationwide grocery from May 2017.