Noble Rise launches range of unique breads
Noble Rise has created a new range of five fresh bread flavours, now hitting shelves in supermarkets and convenience stores Australia-wide as they launch a national promotional campaign to end boring lunches.
The flavours are designed to appeal to the modern Australian palate, with the range of options coinciding with the launch of their new campaign – ‘Take A Stand Against Bland’.
The new flavours, released Australia-wide last week, included:
* Noble Rise Honey & Wholemeal – made with a touch of natural honey to add a smooth, rich flavour to wholesome wheat flakes. Each serve, containing 42 grams of wholegrains, provides 87 per cent of the recommended daily intake of wholegrain.
* Noble Rise Mountain Pepper & Grains – contains ‘Tasmania Lanceolata’, commonly known as Mountain Pepper, which is a savoury spice with a mild pepper like flavour. Mountain Pepper is then mixed with beneficial wholegrains to bake a zesty bread.
* Noble Rise Outback Spice & Grains – combines a unique blend of wild Australian herbs and spices. The bite from pepperberry and mountain pepper is balanced with the subtle flavours of lemon aspen, rounded off with aromatic aniseed myrtle.
* Noble Rise Olive Oil & Sea Salt – made with few pinches of natural Australian sea salt and a splash of the wonder ingredient extra virgin olive oil, which makes this loaf super soft and incredibly luscious.
* Noble Rise Sunflower & Basil – the blossoming aroma of natural basil is combined with the goodness of sunflower seeds, which are packed with unsaturated oils, protein, fibre and essential nutrients.
The launch has been backed by an integrated marketing campaign including TV advertising, radio promotion with 2Day FM and outdoor advertising, with their ‘Bland Aid’ advertising offering the creative voice for the brand. Specially created point of sale floor stands are available to retailers to support the launch.
My family has been enjoying Noble Rise bread, in particular, the Rye and Spelt variety for some time. What Happened????? This new range of obscure of varieties have little appeal and do not suit our family’s needs and tastes. These types of varieties are best left for the gourmet specialty bread bakers – not a two loaf a day family. We are now looking for a more suitable alternative. Please explain how on earth Vegemite goes with Mountian pepper and whatever….What is MOuntain pepper?????? I just want a simple sandwich.
Where has your wholemeal grain bread gone? We love it and have been eating it almost exclusively for years. Suddenly it’s nowhere to be seen. We’ve tried 2 of your new varieties and don’t like the taste, the texture or the clumsy packaging which is also hard to open. We don’t like Helga’s wholemeal grain, so shall we now have to switch brands to try to find something else we like? Or will our firm favourite be returned to the shelves? Please???
I agree with Kerry G 🙂 completely…
Noble Rise Rye & Spelt was fantastic…What happened ?
Kerry try Helga’s Light Rye, its not as good but will have to do… and have faith .. I suspect the new Noble Rise range won’t be round for long !
What a pity you seem to ha’ve dropped your original “boring” bread varieties on the introduction of your exciting new range. We always used to buy your excellent White with Oats(very healthy), and so far can’t find any other bread of the same quality (only horrible pappy alternatives). Surely most people require fairly normal bread that goes with anything on a daily basis, leaving the exotic for special occasions.
I can see “Take a stand against Bland” is clever marketing and advertising but please, please give us our daily bread.
It would be a pity to be led by clever marketing and not what the public wants. I guess you would have done consumer testing and had a lot of approval but would it have been known that already excellent brands would be deleted?
Once upon a time, there was a good man who use to make bread, and he called the company Noblerise, even when he add some grain, “not that the people wanted them” but they were happy enough to buy the bread.
Then one day along came this real MEAN MAN, from another Planet, WE THINK and throw out that bread recipe, put herbs in his bread recipe, to give it some sort of taste. Changed the wrapping, to warn off the people, which he did very successfully. But not to be out done by his own handy work, he made an add for television, which showed up his stupidity even more.
In the confusion the people had enquired at the big stores, about the bread only to run into a man, just as stupid as the second bread maker, his answer was that it did not sell, he now has got that right. You see every time we wanted the bread, that the first bread maker made, we knew that if we did not get it before 12.00 o’clock, you could not get the bread until the next day.
Now the good part is that we are not sure how long that stuff in the white packet is, as it never seem to move off the shelves. When we did try it, we thought we were eating the kitchen cleaning sponge with honey in it Lol. So good fortune has smiled on us now, as we have been given a bread maker, and now we don’t have to put up with having jam sandwiches with herbs and a bread that taste like the kitchen sink. Lol
By the way we use to buy two to three loaves of wholemeal + white bread a day, so look how much he is helping us to save, as we are a family of seven. Try calling the company Nobblesink, you might have more luck. Have a nice day Lol
Lol = laugh out loud.
I agree with Kerry G and Brian R regarding the comments they made about Noble Rise Rye and Spelt bread.
I have been buying this bread for some time now, and couldn’t understand why I couldn’t find it anywhere on the shelves recently. I definately prefer Noble Rise Rye and Spelt bread and sincerely hope it will return to the market. I really miss it.
I am looking for your rye and spelt bread. it is recommended by naturopaths as the best alternative to white bread. please advise if its coming back on the shelf.
I agree with all the previous comments. I’m so disappointed that Noble Rise have completely dropped their previous excellent range of bread. We loved the Wholemeal, and Wholemeal with Grain – we only ever bought Noble Rise. After fruitlessly searching in two stores for the originals, I grudgingly bought a loaf of Outback Spices and Grains to try. NOT at ALL impressed with the taste, and the orange colour of the bread was pretty off-putting as well. HATE the packaging – awkward to open, and awkward to wrap back up to freeze. I think this will backfire badly on the company. I’m buying a bread-maker!
I would also like to warn vegetarians and vegans of the new noble rise outback spices and grain bread. One of the listed ingredients is chicken stock. I was livid to discover that they can include animal products in bread, and I’m very glad i happened to glance at the ingredient list before eating it. I’ve been a vegetarian for many years, and never did i think i had to check the ingredients of BREAD to make sure it was safe to consume. And what about those following halal and kosher diets?
I’m absolutely disgusted with this company now and will never purchase any of their products again.
WOW…. How good is the new range of Noble Rise bread!!! Buying Bread used to be a chore. Making lunches used to be boring…. but now (thanks to Noble Rise) my partner and I both look forward to our lunches everyday. LOVE YOUR NEW RANGE.
PS – Bread is meant to be eaten FRESH! Not Frozen.
We loved Noble Rise Rye & Spelt, and now we no longer find it. Bring it back at once!
I have just noticed your new packaging and can’t find the Rye And Spelt loaf.
My father (89) who is quite fussy with breads really liked this one. Please can you make this one again
Thanks
Why on earth was the standard range discontinued?? Consumers could tell that it was popular but the makers of Noble rise couldn’t? I used to have to drive to various shops to get the wholemeal & grain. it was a conspiracy even Noble rise didn’t know about as there was no extras put on the shelves to keep up with demand. It was a case of first in best dressed so I would collect many & freeze them.
This new range is gross gourmet tasting crap that doesnt’ appeal to kids or familys. So BRING BACK WHOLEMEAL & GRAIN, I’ve had to buy other brands now & my kids hate them. They wont eat their sandwiches anymore.
I hope Noble Rise listens to the public cause I want our wholemeal & grain back, clearly they weren’t reveiwing that when they decided to cut the most popular range at every store.
BLAND is the only way to describe the new Noble Rise range! We’ve tried them all and now given up searching for our favourite Noble Rise Wholemeal grain and a bought a breadmaker!
Noble Rise always used to sell out at our local too, especially Soy and Linseed and the Wholemeal Grain.
The new stuff is just tarted up aussie white glue.
Here’s a face-saving idea for the genius gurus at Noble Rise: why not bring the old ones back with a new marketing angle – call them Noble Rise Classics or something.
My family has fructose intolerance and cannot eat wheat based bread, the rye and spelt bread was great , we bought a loaf every day. Please bring it back on the shelves soon.
For the past few years, our favouritie bread especially for toasting has been Noble Rise Traditional While with Oats. Now, we have searched every supermarket in our area and beyond to find this bread. without success.
We have tried other breads, but they are not to our liking, nothing like the bread we used to be able to buy.
About the wrapping, we cant understand why it had changed. It tears easily and is not as convenient for storage as it takes up more room in our small freezer.
Please bring back the “Traditional White With Oats.” in its original packaging.
Thankyou.
“How to Shoot Yourself in the Foot 1.01.”
What management/marketing “genius” talked you into the notion that dumping your strong, established market in the quest for a new niche was a good idea? Introduce a new range if you like, but at the expense of your established market?
If I want pretentious boutique bread I can go to a pretentious boutique bakery. Or if I happen to know something about bread I can even find the odd real Baker who still actually knows how to bake real bread I can take home still hot from the oven. But for the convenience of everyday supermarket “packet bread,” NR used to have a few of the best. Not any more.
Hint: Clearly this nonsense has already cost you more than enough and looks fair-set to cost plenty more. So do yourselves a favour and stop bleeding money. Sack Genius, return your original range to the shelves alongside your new sillybreads, et voila – the best of both worlds at a fraction of the price. Just like real, grownup businesses have been doing since, oh, about forever I guess….
Lawson’s breads have arrived on the shelves of our local Coles. They are pretty substantial (800g loaves) and taste good – worth a try, although they won’t help Cheryl’s family.
What has happened to the original wholemeal bread??? my family loved it!!!! The loaf has shrunk to 700g and is more expensive!!!!! and as for the packaging it is not user friendly. Bring back the original or we will be looking for a cheaper option.
Agree with all the other comments. This new range is BAD. The marketing people made a Big mistake with this new range. Bring back the Wholemeal and Grain and all the other older styles. Aways purchased Noble Rise now have gone back to Helgas. Perhaps as suggested in a previous comment, Noble Rise could bring back the Old range of breads and call it Noble Rise Classic…I think you would find people buying NR once again. Also the new packaging is terrible..once opened very hard to close again!!!
Am slightly wheat intolerant, but I seem to be able to tolerate the spelt and rye bread that Noble Rise make. I just cant buy anything that tastes remotely like it, have they just stopped producing it altogether?? Do us all a favour and bring back the old breads with the old price!
I tried the new bread yesterday, “Outback Spice and Grains” – absolutely loved it, best bread I’ve had for years, hubby loved it too. So fresh and tasty – can’t wait to taste the other new brands.
i hate the new bread. the only one i could eat was white with oats, it was the best bread on the market.we have started to experiment with our bread maker and oats. pleasssse bring back the original range. havent you heard ?if it aint broke dont fix it!!!!!!!!!!!
Where’s my wholemeal/grain bread gone. I have tried the outback spices and grains and it’s OK, but nothing like the bread I have enjoyed over the past few years. There is another similar brand to which I have now switched, but I am not as happy with it as I was with the Noble Rise variety. I thought when the new varieties came out that these were in addition to the “old”, but to find them as a replacement has been very disappointing..
I believe that they have ruined the brand. I enjoyed the soy and lin seed bread, now it is gone! I think it was a bad move to take that off the shelves, when I found out I was devastated. Sure the new kinds are exiting and interesting, but they will never live up to the expectations the good old soy and lin did with me.
As my family and my daughters family have used Rye & Spelt since day one, as this was the only bread that came close to low wheat, Iam suggesting that if Noble Rise won’t bring back the best range of bread, let us all see if Helga’s will produce a Rye & Spelt, start emailing them now, I am sure this company is getting the message, bring back the old range with the price and packaging the same NOW!!!!! if you wish to keep your business going.
I couldnt agree more with the above comments, noble rise have really screwed up with taking traditional white with oats off the shelf
contact george weston foods to complain 1800 645 515
Love love love the new bread varieties, Not normally a fan of bread but the sunflower and basil is fantastic.
Ian Kennedy is right.
Want to make good bread? Call in Saatchi & Saatchi. Think outside the square, push the envelope, find a new angle, hedge…. oops, you forgot to hedge, did you, guys?
Bummer.
Dear all: check out comments at “The Inspiration Room Daily……..(part of The Inspiration Movement, a global effort designed to influence, affect and involve creative communities in the development of a world standard for ‘inspiration’).”
the 3 Responses to “Bland Aid for Noble Rise”
Rodriguez September 23rd, 2008 at 10:32 pm: This is really stoopid. Very bad campaign based on really bad pun and not funny at all. I hate Australian advertising!
Rosemary October 2nd, 2008 at 7:43 pm: OMG! What a terrible campaign. Boring, unfunny and cliched. Man you folks at Noble Rise got totally sold a pup. Brilliant con job DDB planners and creatives. ; )
reeny October 13th, 2008 at 9:07 pm: Taking a stand against bland? So why did George Weston have to delete their quality Noble Rise breads to push 5 bland white breads with image effigies thinly implanted in them? Like so many pastel toilet rolls.
I have been searching the supermarket shelves for your wholemeal/grain bread but have been told it has been deleted for your new range of bread. Please bring back the old! We have been eating this for years and dont like the new range at all. Keep the new range if you must but bring back the originals.
Our family LOVED Noble Rise White & Wholemeal with grain…….it was the best tasting bread on the market. Why oh Why did you change??? It was the most popular line of bread in the supermarket as it was always selling out…..surely you need to bring back your ‘bread and butter’ lines. These are your staple lines!…….I’d be curious to see how sales are now! I bet Helgas are laughing all the way to the bank……..
like your bread, do not like your new packaging, especially do not like your web site.
did not want a screen full of band aid!!!
Very disappointed to see N/R bread promoting itself out the door……For a 850g loaf of good wholesome variety it seems that the truth is now a 700g loaf of “something” for the same price as the 850g loaf…
Another alternative is “Helga’s, not as good as N/R and at 750g its a little lower in size BUT hey, its still better than 700g, very suprisingly simular in texture too.!
The outback prices and grains tastes exactly as it sounds… ‘outback dust / and sand’ sorry this one’s gotta go! But Olive oil & sea salt is nice. And I also don’t like the packaging – the bag half tore open removing the 3rd slice.
I am very sad to see Noble Rise have taken my Soy Lin loaf away. I have tried your new breads for the last four weeks, but there is no comparison and I just cant get used to it, let alone the terrible packaging that wont close properly, so I have had to change to Helga’s. Please bring back the old bread, what are you doing!!!!!!
I am in mourning ,and awaiting the second coming of NR’s masterpiece ,whole-meal grain .I read with joy and amusement the above comments and heartily agree with all those that condemn the deletion of the original range .Echoes of Eddy McGuire and Channel 9 methinks.
Well I cannot find Noble Rise at all in my supermarket for the past two weeks and thought they had gone out of business. However if they have changed the packaging it may be still there. I have not tried the new products but the previous range was the best bread on the market.
Well, what can I say! Noble Rise new range of bread is a big let down! I have a son who is wheat intollerant and we were recommended the Rye and Spelt bread by our natropath for his condition. Where has it gone! We have spent the last few months trying to find an alternative that he will eat but nothing compares! We have now resorted to attempting to make our own but he hates that too! Where do we go from here? Please bring back the Rye and Spelt so those with wheat intolerances can enjoy their lunch breaks!!!!!
Cheers 🙁 from an unhappy customer.
I’m sorry to see the original breads go, as I always bought the wholemeal, spelt and rye breads, and I can’t understand why you took them off. But the worse scenerio is the packaging, when you open and try to retie it the bag opens from the bottom and all the bread falls out.
Hope the original breads come back and that you can rectify the packaging.
Cheers.
We are very disappojnted in the new bread range none of it compares to the old range in particular the Rye & Spelt PLEASE BRING IT BACK or you have lost another customer
Regards Marg Braithwaite
I have taken a lot longer than most to let Noble Rise know that I, too am bitterly disappointed in the new range. My favourite was the Rye and Spelt, but it would often sell out, so I would choose another variety. I have tried a few of the new varieties, but most seem to contain mostly white flour, and since it does not say otherwise, it must be assumed that it is bleached white, bleached with nasty chemicals. And the loaf weight is down, from 750, 800 or even 850 g to a mere 700. And I don’t like the packaging. I make do now with Lawson’s stonemill wholemeal, which has equally lousy packaging but at least it is 800g with fairly good ingredients. I won’t go back to Noble Rise unless they resume making the old varieties.
I especially hate the packaging on the new Noble Rise bread- it is very hard to re-close the pack and the last one I bought ripped all the way down the side as soon as I opened it. Miss the old wholemeal & grain, although the honey & wholemeal was OK for flavour when toasted. I avoid the Noble Rise now- even when it is on special.
Why change something good, just to be fashionable?
I’ve been trying to complain about the new range of Noble rise for ages, but couldn’t find anywhere to air my disappointment. I really miss my wholemeal and traditional while. I’m still looking for another bread to replace them as I’ve tried the new range and didn’t like it or the packaging. With the amount of complaints on this site…. please reconsider and bring back the original range of Noble rise.
Diane McParland
I called Noble Rise the week they brought out their new range to explain my desparation in trying to locate the Rye & Spelt bread.
I have a child with autism that spent 3 year surviving off toast and refusing to eat anything else ( I now have a few other foods) but bread is a big part of what he will agree to eat. So I had to set out to find something that would agree with him as if you only eat one type of food it can create other problems which I will leave to your imagination.
Spelt is and ancent wheat that is not been tampered with in the same way as other more modern wheat has so those with allergies are less likely to have problems.
When I shop I see all the other breads are gone off the shelves but not the new designer ones from noble rise so I hope they will see the light and bring back what we all really want and NEED……..
I wonder why they added 2 flavour enhancers along with the new range of breads? 627 Disodium 5-guanylate and 631 Disodium 5-inosinate are both prohibited in foods for infants and young children.
The traditional range has been a staple in our household. Is there some capacity for compromise?
I love the innovation of the new range. Perhaps the Mountain pepper could be stronger in flavour as it really suits strawberry jam. The mountain pepper is a great natural flavour enhancer for fruits.
Also the Outback Spice and Grains is a terrific bread. Knowing that the colour is lycopene is good too. I understand what the seaweed extracts are doing in the mix so I have no problem with 627 and 631 and obviously the chicken flavour is non-animal so that makes sense in the bread.
Keep up the creative work. I also laugh at the ads but would still like to see a little more flavour in the breads.
Hi i am finding it hard to get Noble rise bread,wholemeal with a hint of honey.
Also the loaf is getting smaller and more expensive , it is the only bread that
i can have as i have lots of allergies. Please bring more to the shelves.
have had trouble finding noble rise breads in four shops and supermarkets,
what’s happening? have you given up on these brands – all i seem to find is the
new abbotts brands- so i have taken one to try – will let you know results –
i have purchased Noble Rise breads for many years and been very very happy
BUT not now – not a happy little chappy.
thanks to all the boring idiots in the world who don’t like flavour Tip Top has actually deleted Noble Rise forever, no more changes and improvements, it’s gone completely due to low as hell sales and replaced with Abbott’s Village Bakery, another bland bread brand, just like the boring consumers wanted which has already taken 19% of the premium bread market in a few short months, proving me right.
Consumers don’t know quality. Australia is a bland white bread nation.
Bring back Rye & Spelt….it was obviously a great aseller. I don’t understand.
wot ever happened to nble rise crunchy toast do they still make it? if so dissapointed cant buy in NORTH QLD