Fresh Just Got Tastier Across Mzansi

Albany, one of South Africa’s most loved bread brands, has officially launched a refreshed look and an improved recipe across the country. The new bread offers a deliciously soft, fresh taste and comes in packaging designed to reflect its exciting new identity.

“Albany has Improved the recipe, which gives you a softer bread with a fresher taste. And to compliment the new ‘Fresh Look Fresh Taste”, Albany updated the packs with a fresh new look.” – says Lorraine De Graaff, the Marketing Director of Albany Bakeries.

The launch is being supported by a high-energy national campaign under the line “Fresh Just Got Tastier” because Albany has a new fresh look and improved recipe for a fresher taste. This message will come alive through a bold digital presence, a new radio campaign, and a collaboration with some of South Africa’s freshest personalities.

The creative idea taps into the rhythms of local culture, with a fresh remix of Khuli Chana’s much loved hit ‘Freshe’. The song’s new remixed beat is as much fun to listen to as it is to dance to, setting the tone for Albany’s message of freshness.

In the digital campaign, fans will see well known South African celebrity 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 the campaign.

On radio, Albany is creating memorable moments with live taste tests, allowing South Africans to hear first-hand rections to the new bread. During one of these segments, a radio DJ asked if Albany could share the freshness with schoolchildren by dropping off some loaves at a local school. Albany responded in a big way by doing the radio station one better. As part of its broader CSI drive, Albany is going drop off over 20 000 at schools across Mzansi, each student at a nominated school will get to take home 2 ‘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 bread, 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 and tastier Albany bread, and you can find it in-store today! For more info, check out Albany social media pages. Albany. Feel the Freshness.