Compare wholemeal bread brands Helga’s, ALDI, Tip Top, Wonder White, Abbott’s Village Bakery, 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, published in March 2017.
Helga’s has topped Canstar Blue’s customer ratings for wholemeal bread for the second time in a row. The brand achieved five-star reviews from customers on taste, texture, variety, freshness and overall satisfaction.
Helga’s a hot favourite for wholemeal bread
Many Aussie consumers are choosing to go with wholemeal bread for its perceived nutritional benefits, and with supermarket label competition heating up, you’re almost always guaranteed a loaf as cheap as chips! But if you’re a bread enthusiast, paying top dollar for the right blend of whole-wheat flour and grain may not seem much in your eyes when you know you’ll be making a top sandwich. Does paying a premium price really pay off? That’s a question our customer ratings are designed to answer. Do the big supermarkets deliver the goods, or are the big name brands a cut above the rest?
To find out, we’ve surveyed more than 500 shoppers across Australia to get their thoughts about the wholemeal bread that they most recently purchased and ate, with regards to its taste, texture, freshness and other factors. Seven leadings brands received the minimum sample size required to be included in the ratings, from supermarket giants to the biggest names in the bread world. Only one earned five stars for overall customer satisfaction – Helga’s.
Upholding the top spot two years in a row, Helga’s scored five stars for texture, taste, freshness, variety and overall customer satisfaction.
ALDI, Tip Top and Wonder White have all settled for four stars overall, with ALDI being the only brand to gain five stars in terms of value for money.
Despite its name, Wonder White rated well for its wholemeal bread, scoring five stars on taste, texture and variety, along with the winning brand.
Tip Top was consistent with four stars in most categories, but notably only achieved three stars for value, similarly to Helga’s and Abbott’s Village Bakery.
Supermarket giants Coles and Woolworths both scored just three stars for overall satisfaction, with Coles coming in slightly in front with four stars for variety.
So the answer to our question appears to be that paying a little bit extra for a quality cut of wholemeal bread can be worth it. However, you might struggle to declare it 100% value for money.
About the winner – Helga’s
For some, bread is just bread, but Helga’s begs to differ with its slogan – “It’s not just bread it’s Helga’s.” Inspired by European baking traditions, Helga’s claims to weigh grains by hand and bake its loaves in individual tins, putting the love and tender care back into your morning toast. It boasts the best natural and wholesome ingredients and it seems that this has been tasted well among Aussie consumers once again in this year’s ratings. Helga’s wholemeal bread is stated to give you 100% of your whole grain daily intake, containing a source of protein, a source of fibre and no artificial colour, flavours or preservatives.
Helga’s seems to be the Jack of all trades with its choices expanding to a black rye range, gluten free, wraps, Turkish bread and a new thick cut range coming out for café style toast. Its classic range alone is almost endless – mixed grain, white, light rye, soy & linseed, pumpkin seed & grain, wholemeal grain, and ancient grain with quinoa. So whether you’re a multigrain or white bread type, Helga’s has got you covered.
Canstar Blue surveyed 3,000 Australian adults across a range of categories to measure and track customer satisfaction. Data was collected use Qualtrics’ online sample aggregation from ISO accredited panels. The outcomes reported are the results from customers within the survey group who have bought and eaten packaged wholemeal bread from a supermarket or grocer in the last 3 months – in this case, 501 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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