Best-Rated White Bread

See Our Ratings Methodology.

Most Satisfied Customers | Wonder

Wonder was rated best in Canstar Blue’s white bread ratings for the SECOND year in a row, with five-star reviews for freshness, taste, texture, variety & range, packaging convenience, and overall satisfaction.

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How we rate white bread

Aussies don’t loaf around with their bread. Our latest survey revealed that one in five shoppers (20%) buy multiple loaves on their weekly grocery shop. While wholemeal or multigrain are typically considered healthier options, it’s hard to pass up a nice slice of white bread. It can be used for so many meals, whether it’s a simple morning toast with smashed avocado, or a delicious bread and butter pudding. So, out of all the options out there, which white bread do Aussies rate the bread to their butter? Canstar Blue has the answer.

Canstar Blue surveyed 1,086 Australians for their feedback on the white bread they’ve purchased from a supermarket or grocer (and consumed) within the last three months. Note: this does not include bread purchased from an independent bakery or bakery chain.

  • The outcomes reported in these ratings are measured via accredited research panels managed by Qualtrics.

Respondents rate their satisfaction with their brand(s) of white bread from zero to ten, where zero is extremely dissatisfied and ten is extremely satisfied. Brand satisfaction was rated by respondents on the following criteria:

  • Overall satisfaction: measures consumer satisfaction with a brand of white bread as an individual score NOT a combined total of all criteria.
  • Value for money: the white bread was reasonably priced given the quality and quantity per serving.
  • Freshness: the white bread smelt freshly baked and was soft and springy to the touch.
  • Taste: the white bread tasted light and authentic (i.e. not stale or heavily processed) and was made with quality ingredients.
  • Texture: the white bread had an evenly baked, consistent texture with a soft centre and a firm crust.
  • Variety & range: various bread types, and sizes were available within the brand range, including white, wholemeal, and multigrain options, half loaves, full loaves, etc.
  • Packaging convenience: the packaging of the white bread was easy to open and store (i.e. bread tags, or resealable opening, etc.)

The winning brand is the one that receives the highest Overall satisfaction rating once all the scores from the Overall satisfaction criteria are combined and averaged.

  • Overall satisfaction is asked as a specific question and represents an individual measure, not a combined total of all criteria.
  • When we cannot determine a clear winner from the criteria for the Overall satisfaction rating, we will then look at the other criteria measured in the rating.
    • The brand with the highest number of five-star ratings within the supporting criteria will become the five-star recipient in overall satisfaction, and thus win the award. If a clear leader still cannot be determined from the supporting criteria, joint winners will be declared.

Brands must have received at least 30 responses to be included, so not all brands available in the market have been compared in this survey. The brands rated in this survey are listed below in order of best overall satisfaction.

  1. Wonder
  2. Tip Top
  3. Woolworths
  4. Coles

Wonder was the superhero of the white bread ratings, with five stars for freshness, taste, texture, variety and range, packaging convenience, and overall satisfaction. Meanwhile, supermarket brands Woolworths and Coles shared a five-star win for value for money.

Find more detailed information on our ratings methodology.

Top White Bread Brand – Wonder

Wonder White bread

Wonder produces what it describes as ‘deliciously soft and nutritious’ bread and wraps, with all loaves stated to have at least a four-star health rating. Its range, including Wonder White, is also claimed to be high in fibre, a good source of protein, and free from added sugars and artificial preservatives. Some products include the White Vitamins & Minerals Sandwich Loaf, White Fibre Sandwich Loaf, and White Active Low GI Loaf. These generally cost around $3.90, with some gluten-free options jumping up to $6.80.

  • Wonder rose to the top with five stars in most research categories, including freshness, taste, texture, variety and range, packaging convenience, and overall satisfaction. It rated four stars for value for money.

Other white bread brands

While only a few brands qualified in our latest survey, that doesn’t mean there aren’t others worth plating up. Here are a few more options you can check out at the supermarket or grocer.

  • Abbott’s Village Bakery
  • Buttercup
  • Country Life

  • Angelic Bakehouse
  • Lawson’s

Is white bread bad for you?

Is white bread unhealthy?

White bread is generally seen as less healthy than wholemeal bread, for example, because it’s said to be lower in fibre and protein, and higher in refined carbohydrates. This can create a surplus of sugar in the bloodstream, that if not utilised as ‘fuel’, can be stored as fat in the body. With white bread, it’s best to stick to the golden rule – everything in moderation.

Is homemade bread better than store-bought bread?

Homemade bread can be healthier because it usually contains fewer ingredients compared to store-bought bread. This mostly means removing the preservatives and other ingredients designed to extend the shelf life of supermarket bread. Plus, you can customise the bread recipe to have less sugar and salt or make substitutions to suit your dietary requirements. However, buying bread from the supermarket is often more convenient and cheaper.

Is bakery bread better than supermarket bread?

Some prefer to buy freshly baked bread from the local bakery or in-house bakery at the supermarket because of the apparent quality of ingredients. Buying a loaf made with whole grains is great because each kernel is kept intact throughout the whole bread-making process, ensuring you still get the fibre, vitamins, minerals (i.e. magnesium) and healthy fats that you naturally get from whole grains.

Packaged bread tends to contain refined grains that don’t provide the same level of nutrients as whole grains, due to the way the grains are processed; which removes a large chunk of B vitamins, vitamin E and fibre. Packaged bread may also feature bleached flour rather than unbleached flour. Unlike unbleached flour, which is said to naturally bleach as it ages, bleached flour has had chemical agents added to make the aging process faster.

Which white bread should you buy?

Wonder is clearly worth trying, having achieved five-star reviews in most research categories and previously topping our white bread ratings in 2018 and 2022. Woolworths and Coles bread are additionally worth tucking into if you’re shopping for an affordable option.

You may have to try a few different options of white bread to find one that satisfies your tastebuds. With that said, our survey found about a third of Aussies (32%) buy two loaves a week, and of those white bread experts, one-fifth (21%) think that premium brands taste better than cheaper ones.

It’s also important to take into account nutritional value. White bread is generally considered the least healthy member of the bread family as it contains a higher number of refined grains and sugars. Look for white bread that has the highest amount of protein, calcium and iron instead.

In a nutshell, you’ll need to shop around to find a brand of white bread that tastes good and offers value for money.

Online Grocery Shopping Reviews

Meet our consumer experts

Megan Birot: Home & Lifestyle Editor

Megan Birot Canstar Blue Home & Lifestyle Editor

Megan is Canstar Blue’s Home & Lifestyle Editor, leading the team that focuses on consumer products and services, ranging from supermarkets and groceries to home and personal appliances and retail stores. She interprets Canstar Blue’s bespoke research on the thousands of brands that we compare, rate and review, to help shoppers make better purchasing decisions.

Meet the Editorial Team

Samantha Howse: Consumer Research Specialist

Sam Howse Research Specialist

Samantha Howse is Canstar Blue’s Consumer Research Specialist, coordinating the consumer research program behind our customer satisfaction awards across Canstar and Canstar Blue in Australia and New Zealand. Sam has earned a Bachelor of Business (Marketing) from Griffith University and, with seven years in market research and 2 years in marketing, she is experienced in survey design, implementation and analysis, coupled with an understanding of marketing principles and best practice.

Meet the Research Team

Past ratings

Here are the previous winners from Canstar Blue’s white bread ratings:

  • 2022: Wonder & Tip Top
  • 2021: Helga’s Continental Bakehouse & Tip Top
  • 2020: Buttercup
  • 2019: Tip Top
  • 2018: Wonder
  • 2017: ALDI Bakers Life

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