Best-Rated White Bread

See Our Ratings Methodology.


Most Satisfied Customers | Tip Top

Aussies have rated Tip Top as the top pick in Canstar Blue’s latest white bread ratings, with five stars for taste, texture, freshness, variety and range, packaging and overall satisfaction.

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How we rate white bread

Our review compares white breads on customer satisfaction, so you can find out what other Aussies think about the compared brands before you go ahead with a purchase. Think of it as like asking hundreds of your closest mates which white bread they think is best!

Canstar Blue surveyed 858 Australians for their feedback on the white bread they’ve purchased and eaten from a supermarket or grocer (i.e. not from an independent bakery / bakery chain) within the last three months. Note: this survey includes bread purchased from the bakery section at the supermarket as well as bread packaged for the shelf.

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

Respondents rate their satisfaction with their white bread brand(s) from zero to 10, where zero is extremely dissatisfied and 10 is extremely satisfied. Brand satisfaction was rated by respondents on the following criteria:
  • Overall satisfaction: measures consumer satisfaction with white bread as an individual score, NOT a combined total of all criteria.
  • Taste: as expected from flavour description.
  • Texture: as expected for product.
  • Freshness: product was fresh.
  • Variety and range: good range of product options.
  • Value for money: quality and quantity of product for price paid.
  • Packaging: provides sufficient information, easy to use, easy to store, functional.

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.

  • Tip Top
  • ALDI Bakers Life
  • Coles
  • Wonder White
  • Woolworths

Find more detailed information on our Most Satisfied Customer methodology.


Top White Bread Brand – Tip Top

Tip Top offers a range of white bread products in the form of loaves, wraps, rolls, English muffins, buns, thins and pizza bases. Its white bread range features toast, sandwich and gluten-free loaves. Tip Top’s The One white bread line is high in fibre and contains added vitamins and minerals, while the Sunblest range features homegrown Australian wheat. Most loaves can be purchased in 700g or 650g packages.

About our consumer experts

Kate Lockyer: Content Producer

This report was written by Canstar Blue’s Home & Lifestyle Content Producer Kate Lockyer. She has completed a Bachelor of Journalism at the University of Queensland. Kate’s been writing professionally for two years, and has worked as a content writer, media assistant and newsroom contributor for a variety of organisations and publications, including the National Family Violence Prevention Legal Service, community radio station 4ZZZ and Shelly’s Swim School.


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:

  • 2023: Wonder
  • 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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