“When we look at the bread category, we see unrealistic expectations of perfectionism in society reflected through communications and overall representation of people, life, and bread. The bread category perpetuates this in their picture-perfect curation of everyday life and bread moments that don’t reflect reality.
“Albany challenges this stereotype by holding up and celebrating ‘real’ – real people, real bread moments and real life,” says de Graaff.
“A key part of this ‘real’ is that Albany offers good quality, fresh bread, that is the core foundation for Albany consumers’ real life demands and real bread moments, even the ‘messy’ ones.
“In this way, Albany is for everyone. People whose lives are not perfect every day, but can embrace the joy in their realness, and see the good in every day. A day that includes an Albany bread moment is already a good day. Albany, Bringing Real Back to Life.”
In the last year, the Tiger Brands Bakery management team have set out to execute a five-year strategic roadmap for Bakeries aimed at driving volume growth and strengthening the business’ position through innovation, among others.
The introduction of a new brand positioning for Albany is one of the focus areas for Tiger Brands as the company works to grow volume in the general trade while maintaining the momentum in gaining market share in the competitive top-end grocer segment. The Bakery category is also benefitting from a focused capex rollout programme at key bakeries with investments to drive innovation and automation and improve efficiencies.
Over the past decade, Tiger Brands has invested around R9,6 billion in capital to expand capacity and improve operational efficiencies in its Bakery business. This included investments in building new Bakeries in Pietermaritzburg and Bellville in Cape Town.
