Aibrean Foods develops instant toast

Posted by Nicole Eckersley on 1st April 2011

Food technology company Aibrean Foods has announced the latest milestone in bakery innovation, the Toastette Microwaveable Toast range.

The company said that the microwaveable ‘instant’ toast is the product of years of research and development by the company, and features a nanotech coating which keeps the bread crunchy in the microwave, as well as a caramel pre-browning and a moisture-resistance agent.

The Toastette Microwaveable Toast range will be available in plain or pre-buttered varieties, and includes white, wholemeal, multigrain and raisin varieties, as well as a crumpet and an English muffin.

“We really came to believe that there was a need for this product,” said Jim Amadan, Product Development Manager at Aibrean. “There are a lot of situations where people have access to a microwave, but not a toaster, and our consumer research told us that many people find toasters confusing.”

“This one was a real achievement for us; it’s very difficult to achieve a properly crunchy toast in the microwave, but a combination of new technologies and hard work by our research and development team have created a really convincing toast.”

Amadan said the product will be marketed to busy professionals and parents who want to eat toast, but are time-poor, and can’t afford the luxury of waiting and the involved process of buttering.

“In this day and age, people just don’t have time to wait for a toaster to pop,” he added. “It’s breakfast on the go, and Toastette shaves nearly a full thirty seconds off the cooking time for the average slice of toast, provided you don’t like your toast very pale.”

The product launch will be accompanied by a national television and print media campaign, featuring images of people throwing away their toasters, and of people staring at toasters looking perplexed.

The product is expected to be available for purchase in all good supermarkets by April 1st next year.


April 2, 2011

Editor’s note: Hope you all had a good April Fool’s Day. Don’t microwave your toast.