E-Free: Australia’s Own Organic wrap launches new campaign
- February 5, 2013
- Kate Carey
While positive food experiences such as Eating, Entertaining and Enjoyment are represented by the letter ‘E’ – the health-conscious food consumer is looking for a diet free from: ‘E’ preservatives. In celebration of the 2012 National Organic Week, Australia’s Own Organic brand is introducing its latest product on the market – the Rye, Oat and Linseed Wrap; a product offering consumers a healthy alternative to bread without the added preservatives and 100% certified organic.
‘E’ numbers on the food ingredients list on the food label are seen as a negative for many consumers. The ‘E’ numbers signify the use of artificial preservatives, sweeteners, flavour enhancers, emulsifiers, stabilisers, gelling agents and thickeners, colourings and more.
The ‘E’ (which is sometimes not listed with the relevant additive number) originates from European Union Labelling regulations where additive declarations on food packaging were first mandated.
Australia’s Own Organic have been working for some time to develop an organically 100% certified tasty wrap that has an extended shelf life but is free from all additives.
Michael Bracka, chief executive officer at Freedom Foods Brands which produces the Australia’s Own Organic range, says “there are many Australian consumers who actively seek products that do not contain ‘E’ numbers. We know from the feedback we get at food expos that many consumers, particularly parents, are looking for wholesome products without these additives.
“We are among a small group of manufacturers that source raw ingredients from Australian organically certified farmers and working to eliminate the unwanted additives,” Bracka added.
The new Australia’s Own Organic Rye, Oat and Linseed Wrap has been launched nationally within Coles, Woolworths and Independent (IGA) supermarkets and is located in the bread aisle.