Allied Pinnacle selects Molasses for new wheat rollout
Brand and design agency Molasses has been chosen by Allied Pinnacle to rollout Wise Wheat to Australia – a new type of wheat that contains more fibre than regular wheat flour.
The announcement:
Allied Pinnacle has appointed FMCG brand and design agency, Molasses, to help launch Wise Wheat to Australia – a new naturally grown wheat that contains six times more fibre than standard wheat flour.
Molasses won the business following a multi-agency pitch and, working alongside the Allied Pinnacle team, are developing the brand strategy, positioning and creative from naming and identity, through to campaign execution.
Set to launch in the second quarter of this year, Wise Wheat is all natural, farmed in Australia and high in amylose, meaning the resulting flour contains six times more fibre than standard wheat flour. Wise Wheat looks, tastes, and bakes like regular flour so there’s no compromise on taste or texture when baked into your favourite food products.
For more than 100 years Allied Pinnacle has brought unique and innovative flour, ingredients and bakery products to millions. The new high fibre wheat is available exclusively through Allied Pinnacle in Australia.
Dan Parritt, co-founder and brand director, Molasses said: “It is an absolute privilege to be working with the Allied Pinnacle team, helping launch this new and exclusive product to the Australian market. They have a clear vision to improve Australians’ health by providing an easy way to get extra functional benefits in their food and Wise Wheat delivers that.
“Wise Wheat has been positioned and named to highlight 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. We’ve created something that’s both bold and natural which we’ll carry through to the campaign work. We are delighted that Molasses specialist capabilities in FMCG branding and design have been recognised by Allied Pinnacle to help launch the brand in Australia.”
Allied Pinnacle CEO, David Pitt added: “We continue to invest in bringing new products to market and Wise Wheat is one that answers increasing demands for natural, alternative and healthier eating options. 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.”
An award winning brand design agency, Molasses launched more than six years ago by co-founders Dan Parritt and Kent Stewart and works globally. The Sydney-based independent agency partners with leading brands including Pernod Ricard, Duxton Vineyards, MILKLAB, Freedom Foods and Victa.
Source: TAG PR
