Flour manufacturer Allied Pinnacle and wrap brand Simson’s Pantry have partnered to launch Wise Wheat wraps. The new product is said to deliver even more fibre than the regular Simson’s Pantry White Wraps with a soft, flexible texture designed for everyday use.

Building on the introduction of Wise Wheat bread loaves and rolls at Woolworths in January 2025, the wraps respond to research commissioned by Allied Pinnacle showing 74% of Australians would consume more fibre if it were more convenient, tasted better, or they better understood its health benefits.

“Wise Wheat was developed to help Australians address the fibre gap through everyday foods,” said Allied Pinnacle CEO David Pitt.

‘“Expanding into flatbreads demonstrates how Wise Wheat flour can be successfully applied across new formats while still delivering on quality, performance, and taste.”

About Wise Wheat

Wise Wheat flour is the result of more than 20 years of global research and development by CSIRO and Limagrain, bred by Australian Grain Technologies.

The conventionally bred wheat is farmed in Australia and produces flour containing six times the fibre of regular wheat flour, making Wise Wheat Australia’s only naturally grown high-fibre wheat flour.

Unlike traditional wheat fibre sources, Wise Wheat fibre is naturally located in the endosperm, meaning the flour looks, tastes and performs like classic white flour while delivering significantly higher fibre content.

It’s a wrap

The Wise Wheat wraps launch marks both the first application of Australia’s only naturally grown high-fibre wheat flour, Wise Wheat, in flatbread format and Simson’s Pantry’s first product in the in-store bakery space.

Mark Malak, Head of Marketing & Growth at Simson’s Pantry, says the launch is a milestone for Simson’s Pantry

“It brings together everything our brand stands for: Australian ownership and manufacturing and wraps and flatbreads that fit seamlessly into everyday life,” he said.

“Using Australian-grown Wise Wheat and producing locally in Maryborough, Victoria, we’re not only delivering another delicious wrap to our better-for-you range, but we’re also meeting the growing demand for fibre and gut health support with no compromise on freshness or taste”

Woolworths exclusive

The Simson’s Pantry Wise Wheat wrap is available now exclusively at Woolworths in store bakeries nationwide.

Martin Heard, National Key Account Manager – Woolworths at Simson’s Pantry said the launch was quick to gain endorsement across all levels of the business and put this down to the strength and consumer appeal of the innovation.

“It has been an impressive project to be a part of, and we are thrilled to bring Wise Wheat wraps to life, turning the product into a new format that works for quick and easy mealtimes,” he said.