What's Your White Bread Favourite, Canada?

Dempster's® launches recipe challenge

TORONTO, Feb. 21, 2012 /CNW/ - Grilled cheese…peanut butter and jelly…bacon lettuce and tomato…each one of these go-to classics taste great, but can you imagine making them even tastier?  Try serving them using white bread. According to a recent survey commissioned by Dempster's® Bakery, over half of Canadians agree certain recipes are yummier when made with sliced white bread, with a quarter of the population even proclaiming they "can't live without it".  What's to like about sliced white?  The poll revealed that more than 70 per cent of us (72%) love it for its freshness, soft texture and also feel it's irreplaceable in some comfort foods.

To celebrate Canada's love of great tasting white bread, Dempster's® is asking Canadians to share their favourite white bread recipes through The Dempster's® Great White Bread Taste-Off.  Simply submit a recipe and photo of your favourite way to enjoy Dempster's® White Bread onto www.facebook.com/dempsters for a chance to win a mouth-watering grand prize of $10,000 cash! The contest runs until 12:00 p.m. EST on March 22, 2012. Additional information and contest rules are available at www.facebook.com/dempsters.

"Iconic sandwiches - like grilled cheese or BLTs - are making a comeback this year," says chef, food expert and television personality, Christian Pritchard. "But 2012 is also all about that 'personal twist', and this contest offers the perfect opportunity to do just that: share your own spin on white bread classics."

Contest submissions will be reviewed by a judging panel. Favourite recipes will need to meet a list of important criteria including taste appeal and recipe presentation.  Entrants also need to flex their creativity skills with points awarded for originality of submission and recipe name.

"Canadians love classic, great-tasting food, which was the inspiration behind The Dempster's® Great White Bread Taste-Off," says Talia Lysiak, Marketing Manager, Canada Bread Company Ltd. "There's also some varying opinion around what sandwich classic - grilled cheese or peanut butter and jelly - takes top spot for the most irreplaceable white bread favourite.  Ontarians and West Coasters agreed it's definitely the grilled cheese! We're excited to see what delicious creations the contest will inspire."          

For the Love of White Bread: Fun Facts and Poll Findings

• How do you fancy your white bread?: Canada's favourite way to eat sliced white bread is toasted (40%) followed by grilled cheese (16%) and peanut butter and jelly sandwich (14%).
• Young love: Younger Canadians (18-24) are the biggest white bread fans (80%) believing certain sandwiches taste better when made with white sliced bread.
• Please hold the mayo: Over 60 per cent of Canadians think sandwiches taste better when someone else makes them, with Quebecers being least likely to enjoy sandwich service from others (45%).
• Shapely, irreplaceable tastes: Over half of the 18 to 24 set (57%) enjoy sandwiches more when they're cut into triangles or squares and they are significantly more likely to agree that sliced white bread is irreplaceable in some recipes (59%).

Survey Methodology

This study was conducted by Harris/Decima from January 26 to 29, 2012 via teleVox, the company's national telephone omnibus survey. A total of 1,004 Canadians were surveyed.  A sample of this size has a margin of error of +/- 3.1 per cent, 19 times out of 20.

About Canada Bread/Dempster's

As "Canada's bakery", Dempster's has been nourishing Canadians since James Dempster founded both the company and the tradition of baking nutritious and great tasting breads over 100 years ago.  All Dempster's breads are made with 100% Canadian Wheat and are baked fresh daily. For more information visit: www.dempsters.ca or www.facebook.com/dempsters.

or to arrange an interview, please contact: 

Frances Manlucu
Environics Communications
416-969-2715
[email protected]     
Laura Ballantyne
Environics Communications
416-969-2672
[email protected]