Allied Pinnacle has selected FMCG brand and design agency, Molasses, as the creative lead to launch its Wise Wheat brand. Allied was exclusively granted the licensed patents to produce High Fibre Wheat in Australia in April last year.
Molasses won the business following a multi-agency pitch and is now working with the flour and bakery business to develop the brand strategy, positioning, and creative from naming and identity, through to campaign execution.
The wheat is the result of 20 years of global R&D between CSIRO and French farmer co-operative Limagrain. The pair formed a joint venture in 2006 called Arista Cereal Technologies, which granted Allied the rights last year.
High Fibre Wheat is high in amylose, meaning its flour contains six times more fibre than standard wheat flour, without any compromise on taste, delivering health benefits to consumers in terms of the amount and type of fibre being consumed.
The naturally high fibre content is delivered through conventional breeding to provide more resistant starch and a prebiotic fibre than traditional wheat, with a host of benefits to consumers.
Allied Pinnacle CEO David Pitt said the company continues to invest in bringing new products to market and Wise Wheat is one that answers increasing demands for natural, alternative, and healthier eating options.
“Unlike other wheat flours, High Fibre Wheat, and the resulting flour it yields, looks, tastes and bakes like regular flour, answering consumer demand for products that don’t require any new eating habits. It’s a true grain to table solution that we’re proud to provide,” Pitt said.
Molasses co-founder and brand director, Dan Parritt, said Wise Wheat has been positioned and branded to highlight it’s a wise choice for the consumer.
“The unique product proposition provides the best natural source of high fibre wheat flour in the market, and we knew we had to make this clear – from name and visual identity, through to the brand campaign.
“The logo has to do a lot of the heavy lifting as it is, at least initially, an ingredient brand,” Parritt said.
“We’ve created something that’s both bold and natural that we’ll carry through to the campaign work. We are delighted that our specialist capabilities in FMCG branding and design have been recognised by Allied Pinnacle to help launch the brand in Australia.”
Pitt added, “Molasses demonstrated strong strategic and creative thinking around how to activate the brand and we look forward to working with the team on this exciting new launch.”
Wise Wheat is set to launch in the second quarter of this year.
