Goodman Fielder has launched a new 5 Health Star range under its Wonder bread brand. 
The new Wonder 5 Star Soft White and Soft Multigrain range is promoted as having the same “great Wonder taste Australians have loved for over 30 years”.
Soft White has the added health benefit of containing three-times the fibre of regular white bread, while Soft Multigrain has prebiotic fibre.
Wonder launched in market with a fully integrated omni-channel campaign, leveraging FTA, BVOD, OOH, radio, display and retailer media, playing on the age-old saying ‘the best thing since sliced bread’ with their own tagline, ‘it’s the best thing since…ever.’
To build on the campaign, Wonder has rolled out its Wonder 5-Star mascot Wally, a brand character that celebrated its debut with a casual stroll around Luna Park.
The public also got behind the campaign, voting to choose the mascot’s name with over 200 names submitted before the winning name was revealed as Wally Wonder.
“The Wonder 5 Star launch and range has helped us disrupt the category in a meaningful way, ensuring we grow and evolve to meet changing consumer needs,” says Goodman Fielder CMO Christine Fung. “We are proud to be able to bring this innovation to Australian homes.”
Goodman Fielder Wonder Marketing Manager Nikoleta Kastanias adds: “The Wonder 5 Star launch has been a key strategic initiative for us, enabling us to expand our appeal to older families, who are seeking healthier bread options but not wanting to compromise on taste. The range has been highly successful, enabling us to grow overall brand sales up 1% vs YA in a declining category [Nielsen Scan Sales Wonder volume vs YA 22/9/24].”