Compare white bread from Wonder White, Tip Top, ALDI, Coles and Woolworths on taste, texture, freshness, variety, value for money and overall customer satisfaction.
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* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order. Canstar Blue research finalised in February 2018, published in March 2018.
When you think of white bread, you probably think of Wonder White. The brand has topped our customer satisfaction ratings, earning five-star reviews from shoppers on taste, texture, variety, freshness and overall satisfaction.
No wonder! Wonder White on top for white bread
White bread tends to fall into two categories – the ‘cheap and cheerful’ and the ‘quality’ loaf. For some people, it will be hard to tell one slice of white bread from the next, but for others, only the best will do. Your choice might depend on how often you eat it, or what you use it for. White bread can be extremely versatile – from breakfast to lunch and even dessert, white bread can be used with so many meals, from the most basic toast to the most delicious bread and butter pudding. While many shoppers now favour wholemeal or multigrain breads instead, white bread is still very popular.
So which brand of white bread do Australian consumers love the most? To find out, we’ve surveyed over 900 shoppers to get their opinions about the white bread they most recently bought with regards to its taste, texture, freshness and other factors. Five leadings brands received the minimum sample size to be included in the ratings, but only one earned five stars for overall customer satisfaction – Wonder White.
Replacing ALDI at the top of the table from last year, Wonder White scored five stars for texture, taste, freshness, variety and overall customer satisfaction.
This year, ALDI Bakers Life had to settle for four stars overall, but still earned top marks in terms of freshness and value for money. It also scored four stars for taste, texture and variety. Tip Top also rated four stars for overall satisfaction, but notably only achieved three stars for value.
Supermarket giants Coles and Woolworths both scored just three stars for overall satisfaction. It was also three stars apiece for all other categories, with the exception of value for money where they both scored four stars.
There would appear to be a divide in customer satisfaction between traditional home brand white bread and the big name brands, while ALDI is something of an exception to the rule. The discount supermarket is a consistently strong-performer in our food ratings, seemingly striking a good balance between quality and price. However, this year belongs to Wonder White.
About the winner – Wonder White
Owned by global food manufacturer Goodman Fielder, the ‘Wonder White’ brand is an ever-present on Australian supermarket shelves, with its unmistakable pink packaging. Despite the name, Wonder White deals in much more than just white bread, offering wholemeal and wholegrain alternatives. However, it seems that white bread is still very much the brand’s ‘bread and butter’, with products targeted at those looking for high fibre ingredients, or just extra vitamins and minerals. There is also a thicker-slice option for toast-lovers. Meanwhile its wholemeal bread is said to be high in iron. Wonder White bread typically comes in 700g loaves, with 17 slices and two crusts. The Wonder White website has detailed nutritional information about each product, as well as lots of tasty sandwich recipes!
Canstar Blue surveyed 3,000 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from customers within the survey group who have bought and eaten packaged white bread from a supermarket or grocer in the last 3 months – in this case, 957 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
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