Breaking through to Malaysians with healthier bread choices

A POPULAR bread brand wants to inspire Malaysians to eat healthier.

Gardenia Bakeries (KL) Sdn Bhd introduced its rebranded Gardenia Breakthru loaves of whole wheat and wholemeal with Canadian purple wheat in Petaling Jaya.

(From right) Azizulhasnisigning a jersey at the launch of the range with Gardenia Bakeries chairman Tan Sri Abdul Hamid Bador and CEO Koh Chin Huat.

Gardenia Bakeries marketing manager Ena Suhaila Abas said the wholegrain series had been overhauled.

“Gardenia Breakthru is the same bread as the previous line but we rebranded it because we wanted to motivate people to choose bread that is packed with nutrition and ‘break through’ their barriers.

“Gardenia’s brown bread is high in vitamins A and E, protein, iron and fibre. It does not contain cholesterol or trans fat,” she said.

Ena added that rising demand for healthier bread options among Malaysian consumers prompted the revitalisation of Gardenia’s wholegrain series.

The Gardenia Breakthru line offers two types of bread – whole wheat and wholemeal – which can be differentiated by their green and purple packaging, respectively.

Ena says the brown bread is high in vitamins and low in fat.

“The bread in purple packaging (wholemeal) has higher fibre and vitamin content.

“Those who struggle with eating coarse bread can start with our bread with the green packaging (whole wheat),” Ena said.

The launch also saw the announcement of Gardenia Breakthru’s brand ambassador, cyclist Datuk Azizulhasni Awang, a two-time Olympic medallist.

In his new role, the keirin specialist said he wanted to educate the nation on the importance of good health practices.

“Malaysians from all generations are very attached to the Gardenia brand so I have a huge responsibility to try and educate the people about making healthier choices,” he said.

Azizulhasni also emphasised that the rebranding exercise aimed to highlight the significance of a positive, determined mindset and the brand’s philosophy to overcome any obstacle.

“I’ve been through a lot of challenges since the beginning of my career.

“People doubted my abilities. I have a small stature compared to Europeans.

“I also had a 20cm splinter go through my calf in a crash and recently, underwent open-heart surgery due to a rare heart condition.

“Now, I’m at the end of my career but I still have a burning desire to compete.

“I want to deliver those messages to the nation, with the hope that everyone will embrace that mentality in their lives,” he told StarMetro.Azizulhasni is now training hard and looking forward to compete at the SEA Games next year as well as the Paris Summer Olympics in 2024.