How Would you Fill Yours…?

By Discovery Foods, PRNE
Sunday, January 17, 2010

It's Official, Brits Really do Love Simple, Traditional Tastes

LONDON, January 18 - The sandwich has long been a much loved, traditional favourite
amongst Brits, but with the ever changing times and modern takes on
traditional fillings, is the age of the classic sarnie coming to an end?

A recent survey* carried out by Discovery Foods suggests that,
as a nation, we still favour the time-honoured classic cheese sandwich;
despite the introduction of extravagant fillings by the big fast food chains.

In fact, the majority of men and women across the nation, when
making their own sandwiches, are still opting for simple, satisfying
ingredients. The survey revealed that the UK's top five fillings are cheese
(36.40%), chicken (25.40%), ham (25%), tuna (22.60%) and egg mayonnaise
(20.90%).

A long observed trend is women looking for healthier options. However
surprising results reveal that men (36.3%) are actually more likely to opt
for wholemeal or brown bread when creating their sandwich. Whereas women
still put more thought into their culinary creations and choose the type of
bread dependent upon the filling.

When it comes to the art of sandwich making, the filling is no longer all
that is important. In fact, the focus in 2010 will be more on how you create
it. For instance if you like it in a sandwich, you'll love it in a wrap. With
the increase in shop bought wraps, depicting the healthier option, new
Discovery Wrapbreads are the ideal way to create your own alternative to the
sandwich. Discovery Brand Manager Sarah Hughes comments, "Our new Wrapbreads
encompass both variety and a healthier alternative to the conventional
sandwich made with bread. They're easy to make and allow people to be more
creative with traditional sandwich fillings."

Make your wrap with Multi-seed, White Plus, Wholemeal or White Discovery
Wrapbread and simply add your filling…

… If you like it in a sandwich… you'll love it in a wrap.

For more information and recipe ideas go to
www.discoveryfoods.co.uk

- Survey company Opinion Matters

- 1235 people were surveyed

January 2010

Notes to Editors

The Wrapbread range includes Wholemeal, new White Plus, Multiseed and
White. Look out for the smart black packs in the bakery section of selected
Sainsbury's and Waitrose stores.

For further press information, images and samples please contact Edwina Eddleston or Charmaine Peterson at Wild Card on +44(0)20-7257-6470 or edwina.eddleston at wildcard.co.uk

YOUR VIEW POINT
NAME : (REQUIRED)
MAIL : (REQUIRED)
will not be displayed
WEBSITE : (OPTIONAL)
YOUR
COMMENT :