Allied Pinnacle, a flour milling and bakery business with a history spanning over a century, has enlisted the services of FMCG brand and design agency, Molasses, for the launch of its new product, 'Wise Wheat'.

The product, which is set to hit the market in the second quarter of this year, is a naturally grown wheat that reportedly contains six times more fibre than standard wheat flour.

Molasses secured the business following a multi-agency pitch and is now tasked with developing the brand strategy, positioning, and creative for Wise Wheat. The product is farmed in Australia and high in amylose, resulting in a flour that contains significantly more fibre than its standard counterpart.

"It is an absolute privilege to be working with the Allied Pinnacle team, helping launch this new and exclusive product to the Australian market. They have a clear vision to improve Australians’ health by providing an easy way to get extra functional benefits in their food and Wise Wheat delivers that," said co-founder and brand director at Molasses, Dan Parritt.

Allied Pinnacle CEO, David Pitt, expressed his anticipation for the launch. "We continue to invest in bringing new products to market and Wise Wheat is one that answers increasing demands for natural, alternative and healthier eating options. Molasses demonstrated strong strategic and creative thinking around how to activate the brand and we look forward to working with the team on this exciting new launch."

Allied Pinnacle, backed by Japan’s largest milling business, has been in the flour, ingredients, and bakery products business for over 100 years. The high fibre wheat will be available exclusively through Allied Pinnacle in Australia.

Molasses, launched over six years ago by co-founders Parritt and Kent Stewart, works globally and partners with leading brands including Pernod Ricard, Duxton Vineyards, MILKLAB, Freedom Foods, and Victa.