Unsliced Vogel’s to be Back on Supermarket Shelves

MEDIA RELEASE
Embargoed till 26 March 2007

Unsliced Vogel’s to be Back on Supermarket Shelves

Overwhelming customer feedback prompts Vogel’s to announce that Vogel’s Original Mixed Grain Unsliced will be re-introduced after Easter.

Its official – the nation has decided and Vogel’s Original Mixed Grain Unsliced is coming back!

New Zealanders have voted overwhelmingly for the loaf to remain in store and Vogel’s says fans will be able to purchase the loaf again in stores from Monday 9 April.

Vogel’s received well over 1000 votes of support on its website plus an additional 150 calls to its customer advice centre after Vogel’s decided to assess the strength of support for the Vogel’s variety after it announced it was to be phased out.

Vogel’s Managing Director, Phil Hand said this show of support clearly warranted the re-introduction of the nostalgic favourite.

“Support from the nation’s bread-lovers has been overwhelming and there is now no denying that Vogel’s Original Mixed Grain Unsliced is second to none.

“When Vogel’s embarked on a campaign to assess the extent to which Kiwis love their Unsliced Vogel’s we really wanted to see whether there was enough support for the loaf to be re-introduced – but after only a couple of weeks the answer was clear that we had misjudged New Zealanders feelings towards the Unsliced loaf” he said.

Vogel’s ceased baking the Unsliced variety from 19 February due to low sales and lack of popularity among consumers when researched, but feedback following news of the change painted a different picture of the regard Kiwis have for the loaf.

Feedback on the website included comments such as:

There’s nothing quite like the original

Unsliced Vogel’s stays fresher and I prefer thicker toast to the actual toast cut

I like really thinly cut Vogel’s with smoked salmon & cream cheese, but I like it slightly thicker for toast. I want to be able to choose!

I enjoy a good thick piece of toast on the morning and nothing beats a fresh thick slice of Vogel’s with butter and honey on it

It's AWESOME!!!! And because my Mum is so sad that you've stopped making it, because we always ate it with my Grandma.

It is wonderful to be able to cut it in a variety of thicknesses for a variety of uses -
1. Extra thin spread just with butter, to have with a cup of tea
2. Extra thick for toasting & spreading with just butter or maybe thin coating of jam or whatever

I eat only Vogel’s bread and living on my own, I want to choose thin for sandwiches or thicker for toast.

The most important reason for me is because I would always have toasted unsliced Vogel’s and marmalade with my mother when my daughter and I stayed with her in Auckland. I have eaten this every morning since she died of cancer last February.

NZ gourmet, food columnist and chef Annabelle White - a long-time fan of Vogel’s Unsliced – applauded Vogel’s move to re-introduce the loaf after listening to customer feedback.

“The Kiwi bread-lover has spoken. The Unsliced Vogel’s loaf, loved for its texture and versatility, will soon be available once again - for me that means breakfasts will be back to normal!”

Vogel’s expects that the Original Mixed Grain Unsliced loaf will be back on most supermarket shelves from mid April.

ENDS

Notes to editors

Founded on Alfred Vogel's original Swiss recipe, VOGEL'S breads are a special combination of carefully selected natural ingredients and baking expertise. The result is a moist loaf that's natural and versatile.

Dr. Alfred Vogel, the Swiss nutritionist, believed that health &nutrition were strongly linked and the best quality of life could be achieved through maintaining a well balanced diet of natural foods. VOGEL'S breads and cereals are founded on this guiding principle.

VOGEL'S believes that the most mouth-watering tastes and exceptional nutrition come from the very best ingredients nature provides. In every product, we select from a wide variety of natural ingredients for amazing flavours, good health, nourishment and abundant energy.

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