By the end of this year, Australian food group Goodman Fielder will be seen to be rolling out a A$3m (US$1.48m) television advertising campaign to Australian consumers for its Mighty Soft bread brand.
Goodman, which currently controls about 45% of the Australian bread market, aims to rationalise production and packaging of its bread operations, by replacing its other brands with Mighty Soft throughout Australia. The company currently produces other regional brands such as Buttercup, Sunicrust and Country Bake.