Albany, one of South Africa’s most loved bread brands, has officially launched a refreshed look and an improved recipe nationwide. The new bread offers a deliciously softer, fresher taste and comes in packaging designed to reflect its exciting new identity.
“Albany has improved the recipe to give you a softer bread with a fresher taste. To complement the new Fresh Taste, Albany has updated its packs with a Fresh New Look,” says Lorraine De Graaff, Marketing Director at Albany Bakeries.
The launch is being supported by a high-energy national campaign under the line ‘Fresh Just Got Tastier’. The creative idea taps into a fresh remix of Khuli Chana’s much-loved hit ‘Freshe’. The song’s remixed beat is as fresh to listen to as it is to dance to, setting the tone for Albany’s message of freshness.
In the campaign, fans will see well-known South African personality Fresh By Caddy alongside award-winning artist Khuli Chana, bantering over the fresh, delicious sandwiches they’ve made with the new ‘Fresh Look, Fresh Taste’ Albany bread. The choice of these personalities was deliberate, as they embody freshness in their names, their sound, and their approach to life, making them the perfect ambassadors for Albany’s campaign.
On radio, Albany is creating memorable moments with live taste tests on Metro FM, Ukhozi FM, Jozi FM, and KFM, allowing South Africans to hear first-hand reactions to the new, fresher taste. During these segments, radio DJs asked if Albany could share the freshness with school children by dropping off loaves at a local school. Albany responded in a big way, going one better by committing to drop off over 20,000 loaves at schools nominated by listeners across Mzansi. Each student will take home two ‘Fresh Look, Fresh Taste’ Albany packs for their family to enjoy.
This national launch is more than just a packaging update, it’s a celebration of South Africa’s love for Albany bread, now made even better. Albany is bringing together music, culture, and community to remind Mzansi that bread is not just a staple, but something that can be enjoyed with a sense of freshness and fun.
If you like Albany, you’re going to love the new, softer, fresher, tastier Albany bread, available in-store today!
For more info, check out Albany’s social media pages or visit www.albany.co.za.
Albany. Feel the Freshness.