Being that the United Nations declared 2016 the International Year of Pulses, legumes seem to have turned up everywhere from milk to mayo and now to bread.
Country Harvest’s latest innovation—Country Harvest Rustic Bean Bread—launched into major retailers across Canada in mid-October.
Loblaws, No Frills, Real Canadian Superstore, Zehrs, Your Independent Grocer, Fortino’s and Save-On-Foods, are just some of the retailers that are carrying the product.
Made with a blend of chickpeas, beans, lentils and peas, the Weston Bakeries product claims to be the first national brand to create a bread containing legumes. What’s more, the beans are 100% Canadian, sourced from Western Canada.
But what’s the intrigue of eating bread containing legumes? It’s another way for health-conscious folks, vegans and vegetarians to incorporate more pulses into their diets.
Pulses are low in fat and are a complete protein as well as a great source of iron. Each slice of bread contains 22g of whole grains, 6g of protein (equivalent to one extra-large poached egg) and 3 g of fibre (equivalent to one small banana).
Country Harvest has partnered with Edelman Canada to conduct a national media relations campaign to drive awareness on a national scale.
Country Harvest also launched a campaign to engage some of Canada’s top influencers in the lifestyle and food spaces. The goal was to get them to try the bread and share their experience through social media. In-store point of purchase with at shelf advertising in the form is aisle blades and merchandising displays specific to Country Harvest Canadian Rustic Bean are also being used.