Press Eye

Results come as the popular Veda bread unveils an eye-catching new look

The people of Northern Ireland have spoken (and eaten), voting Sunblest ‘Northern Ireland’s tastiest Veda brand’ in a blind taste test. Sunblest Veda was named best-tasting by a whopping 60% of respondents, versus Irwin’s with 39%.

The taste test also revealed our Veda-eating habits and it seems that our country’s much-loved malt loaf is causing quite the culinary stir sparking a great Veda debate, with the people of Northern Ireland split over their preferred way to enjoy Veda.

Those who prefer to toast Veda just pipped the post (55%), vs those in the untoasted camp. When it came to sliced vs unsliced, the results were similar: with the self-slicers just winning out with over half (55%) vs those who prefer to pick up a pre-sliced loaf in the bread aisle.

Interestingly, the country is split three ways in terms of the time of day we prefer to eat Veda: breakfasters account for 40%, while those who enjoy it in their packed lunch make up 38% and those who are remaining like to have it for supper before slipping into a slumber.

Then came the toppings debate…while most of the province enjoy Veda with plain old butter or margarine (90%), some push the boat out, melting cheese on top (63%). A select few of the taste test respondents confessed to putting weird and wonderful ingredients atop their Veda such as pickle and chocolate bars (though not together!), others favoured ‘posh toppings’ such as smoked salmon or olive oil.

No matter how we choose to enjoy our Veda, when we slice the truth down, one clear result came from the blind taste test – Sunblest Veda trumps its competitor when it comes to taste. The preference was most marked in the 45-64 year age bracket – almost three quarters (74%) preferred Sunblest over others.

When the blindfold was removed, 65% indicated that Sunblest Veda was their preferred option in the bread aisle (versus 24% who named Irwin’s). Trust, value and quality were named the top reasons why shoppers chose Sunblest. A whopping 85% of respondents stated that Sunblest was a brand they could trust, and 71% feel that it is good value for money and 77% stated that Sunblest consistently offered high quality products.

Press Eye

Elva O’Connor, Senior Brand Manager, Allied Bakeries, said:

“We are over the moon that Sunblest has been voted NI’s tastiest Veda bread. We started baking Veda in the 1950s and back then we could never have imagined that it would become the cult NI product it is today and that we would be producing one million loaves per year and be voted the tastiest.

The people of Northern Ireland voted us number one for taste so we wanted to design our new eye-catching yellow pack to include popular Northern Irish sayings, to thank them and reflect that as a national treasure, Sunblest Veda really is, as it says on the pack, “our wee loaf”.”

Keep an eye out for our brand new look in all major retail outlets in NI – to steal from the pack: ‘its magic’!” Once in your basket it is completely up to you how you enjoy it, whether you are a toaster, a self-slicer or a posh topper!

NO FEE PRESS RELEASE IMAGE @Press Eye Ltd Northern Ireland  4th April  2016 Mandatory Credit - Matt Mackey / /Presseye The people of Northern Ireland have spoken and Sunblest Veda are celebrating being voted the nations tastiest Veda brand. A blind taste test was conducted with results showing a whopping 60% of respondents choosing Sunblest as their favoured brand. Allied Bakeries have also introduced a brand new pack that is now available from all major retail outlets in Northern Ireland.
Matt Mackey / /Presseye