Allied Pinnacle Taps Molasses as Creative Lead for Wise Wheat Launch

Allied Pinnacle has appointed FMCG brand and design agency, Molasses, to help launch Wise Wheat in Australia – a new naturally grown wheat that the brand says contains six times more fibre than standard wheat flour.

Molasses won the business following a multi-agency pitch and, working alongside the Allied Pinnacle team, are developing the brand strategy, positioning and creative from naming and identity, through to campaign execution.

Dan Parritt, co-founder and brand director, Molasses said: “It is an absolute privilege to be working with the Allied Pinnacle team, helping launch this new and exclusive product to the Australian market. They have a clear vision to improve Australians’ health by providing an easy way to get extra functional benefits in their food and Wise Wheat delivers that.


Allied Pinnacle CEO, David Pitt added: “We continue to invest in bringing new products to market and Wise Wheat is one that answers increasing demands for natural, alternative and healthier eating options. Molasses demonstrated strong strategic and creative thinking around how to activate the brand and we look forward to working with the team on this exciting new launch.”

The independent Sydyney-based Molasses was launched more than six years ago by co-founders Dan Parritt and Kent Stewart and partners with brands including Pernod Ricard, Duxton Vineyards, MILKLAB, Freedom Foods and Victa.


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