Brumby’s takes pot shot at Goodman Fielder over ‘fresh’ bread, using consumer survey

Posted by AFN Staff Writers on 25th November 2011

Australian bakery chain, Brumby’s Bakery, has fired a pot shot at Australia’s largest bread manufacturer Goodman Fielder in response to recent reports that Goodman Fielder is considering extending the shelf-life of its bread.

Results of a survey commissioned by Australian bakery chain, Brumby’s Bakery, were released today. The survey results suggest that Australian consumers are concerned about additives in the bread they purchase.

The survey was undertaken by market research company ‘arnold & bolingbroke’ between 15 and 19 September 2011. It used a sample of 1,010 Australians over the age of 18, in metro and non-metro areas.

According to Brumby’s Bakery, the survey found that 83 per cent of Australians are concerned about additives in the food they purchase. Of those surveyed, 70 per cent said they try to avoid food containing additives or numbers.

When it comes to bread specifically, 94% of respondents said they would be likely to buy bread that contains no additives or numbers and they are doing just that.

Commenting on reports of Goodman Fielder’s strategic review, Deane Priest, National Operations Manager for Retail Food Group, which owns Brumby’s Bakery said, “It’s hard to imagine how this could be done without the use of artificial preservatives, emulsifiers and mould inhibitors. While preservatives and emulsifiers are used widely in Australian baking, one of the main offenders – 282 a mould inhibitor – is rarely used.

“We used innovation to remove all additives and develop a completely numbers free bread that would be widely available, as this is what consumers are telling us they want,” said Mr Priest.  “Consumer research also indicates that ‘freshness’ is critical, with 67% of respondents saying they purchase bakery bread because it is baked fresh every day.”

Mr Priest said that a market snapshot of numbers and food additives in 170 leading breads and rolls across bakeries and supermarkets in Australia found:

  • 90 per cent of the products contain 481, a food stabiliser and emulsifier;
  • 30 per cent contain 471 and 472e, food stabilisers and emulsifiers;
  • Another 17 additives including colours, preservatives, antioxidants, acid regulators and thickening agents were used in various combinations;
  • Six bread products contained 282, a food preservative most commonly associated with adverse reactions.