For many Australians, white bread has become something they feel they need to avoid – especially those navigating digestive discomfort or following a Low FODMAP lifestyle. But thanks to an exciting new innovation from Cripps in partnership with Health Food Symmetry, that may be about to change.
Launching May 25th, the new Cripps Master White Original loaf combines the soft texture and taste Australians know and love with Monash University Low FODMAP certification, and the addition of PhytoBiome® – Health Food Symmetry’s Australian made whole-plant prebiotic fibre. The launch represents an exciting step forward for bakery innovation, showing that digestive-conscious products do not need to compromise on softness, taste or everyday enjoyment. The campaign creative centres around the message “Love White Bread Again.”
PhytoBiome® was developed to support both nutritional outcomes and bakery performance. Independent bakery trials have demonstrated improvements in moisture retention, crumb softness and shelf stability, alongside formulation efficiencies including increased yield and reduced recipe costs in commercial bread systems. The ingredient is designed to integrate seamlessly into bakery formulations while contributing prebiotic fibre and digestive support.
Meagan McMillan, Accredited Practising Dietitian and Chief Health & Nutrition Officer at Health Food Symmetry, says the launch is an exciting example of how food innovation can better support consumers without sacrificing familiarity or enjoyment.
“For so many people, bread is one of those foods avoided due to digestive discomfort. Seeing a trusted Australian bakery brand create a certified Low FODMAP bread using prebiotic fibre innovation is incredibly exciting. It’s a great example of how the food industry can evolve to support both enjoyment and digestive wellbeing.”
“We’re incredibly excited to launch this innovation with Health Food Symmetry and PhytoBiome®. Our team has worked hard to create a loaf that delivers on softness, taste and everyday appeal while also supporting consumers looking for Low FODMAP options. We believe this is a significant step forward for the category.”
The launch also reflects growing interest in digestive health and fibre innovation within the white bread category. With many Australians not meeting recommended fibre intakes, products that provide more fibre in familiar everyday foods — such as white bread options with increased fibre compared to standard white loaves — may help support healthier eating patterns and make fibre intake more accessible for consumers.
The new Cripps Master White Original loaf will be launching May 25th across Tasmania.
To learn more about Cripps and the upcoming launch, visit the Cripps website.
To learn more about PhytoBiome® and Health Food Symmetry, visit:
Health Food Symmetry
