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Protein supersized: Simson’s Pantry launches world’s biggest protein wrap

Pallavi MathurJuly 3, 2026

Simson’s Pantry has launched a new 12-inch High Protein White Wrap, packing 20 grams of protein into an extra-large supermarket wrap. The Australian-owned and locally made flatbread brand is pitching the new release as the world’s biggest protein wrap, designed for shoppers who are looking beyond powders, bars and shakes to hit their daily protein goals. Protein has well and truly moved out of the supplement aisle and into the weekly grocery shop. In a recent Simson’s Pantry consumer survey, 85 per cent of respondents said they prioritise protein intake, while 84 per cent said they are looking to build or retain muscle, manage their weight, or support their nutrition goals. More than half of respondents said they plan their shopping lists around protein goals, showing how mainstream high-protein options have become across everyday supermarket choices. Protein goals are also shaping how people think about the whole day’s meals, with two thirds of respondents saying they have targets for every meal and 35 per cent naming dinner as their main protein intake occasion. Developed in the historic regional town of Maryborough, the new High Protein White Wrap was created to offer a simple and affordable way to increase protein intake without losing the taste, texture or convenience of a traditional white wrap. According to Simson’s Pantry, the extra-large wrap went through rigorous testing to maintain the feel of a classic white wrap while delivering 20 grams of protein per serve, setting what the brand says is a new global benchmark for macro-friendly options in a wrap format. At an RRP of $8.50 for a pack of six, or around $1.42 per wrap, the new wraps are being positioned as an affordable protein-friendly staple for everyday lunches, dinners and meal prep. Ruby Barry, Brand Manager at True Foods, said consumers are hungrier than ever for a product that ticks the boxes and keeps them full. “Parents want school lunchboxes to keep kids fuller for longer; busy professionals want lunch to actually sustain them through an afternoon, and older Australians are increasingly aware of protein’s role in healthy ageing,” Ms Barry explained. “Shoppers are expecting their everyday staples to do more nutritionally, and we’re incredibly proud to meet that demand with a product that gives health-driven Aussies the high protein solutions they need to hit their macros,” said Ms Barry. The launch builds on Simson’s Pantry’s growing momentum in protein-enriched flatbreads, expanding its better-for-you wrap range for retail customers and foodservice partners. The new flatbread joins Simson’s Pantry’s protein-enriched range alongside its High Protein Pizza Bases and High Protein Souvlaki, which recently took home Best NPD at the 2026 Food and Drink Hive Awards. Simson’s Pantry High Protein White Wraps will be available in packs of six at Coles from July and Woolworths from September, with an RRP of $8.50. Source: Arize Find more food retail updates on Crumb Wire.

Toby’s Estate will sponsor runners named Toby for Sydney Marathon

Pallavi MathurJuly 2, 2026

Toby’s Estate is building a Sydney Marathon team made entirely of Tobys. Yes, really. The specialty coffee brand has been named Official Coffee Partner of the TCS Sydney Marathon presented by ASICS and is celebrating with Team Toby, a national callout for runners named Toby, Tobi, Tobias or anything close enough to make their mates yell “Toby!” across a café. Selected runners will represent Toby’s Estate on race day at the 2026 TCS Sydney Marathon on August 30, but this is not just a novelty bib moment. Each Team Toby runner will receive a sponsorship pack valued at more than $4,000, covering the kind of support that makes marathon training feel slightly less unhinged. The pack includes a $2,000 Luxury Escapes voucher, a $1,000 Visa gift card, BleeqUp Ranger AI Sports Camera Glasses, a year’s supply of Toby’s Estate coffee and a limited-edition Fractel x Toby’s Estate running kit with a singlet, cap and socks. Toby’s Estate will also cover the selected runners’ marathon entry fees. Toby’s Estate Marketing Manager Bridget Taylor said: “Becoming the Official Coffee Partner of the TCS Sydney Marathon is a huge moment for Toby’s Estate, so naturally we decided to celebrate by finding as many marathon-running Tobys as we could.” “Team Toby is a fun way for us to support real runners taking on an incredible challenge, while bringing a little bit of Toby’s personality to one of Sydney’s biggest sporting moments.” The callout is open to runners named Toby, Tobi, Tobias or any variation of the name, as long as they are already entered in the 2026 TCS Sydney Marathon. Taylor added: “Running a marathon takes commitment, community and a questionable number of early mornings. We can’t run the kilometres for them, but we can keep the coffee coming, kit them out with some very decent gear, and send them off for a well-earned holiday when it’s all over. The Tobys of the marathon have a big job ahead. We’re just here to make it slightly easier.” The campaign lands as Sydney prepares for its biggest marathon yet. The 2026 ballot attracted more than 123,000 entries, a 56 per cent increase on 2025, with an anticipated 40,000 runners expected to take part. That comes off the back of a record-breaking 32,963 finishers in 2025, as the TCS Sydney Marathon continues to cement its place as one of the newest members of the Abbott World Marathon Majors. TCS Sydney Marathon Commercial Director Kent Lunney said: “We’re thrilled to welcome Toby’s Estate as the Official Coffee Partner of the TCS Sydney Marathon presented by ASICS. Team Toby is exactly the kind of creativity we love from our partners, a genuine celebration of the running community with real heart and a good dose of humour. We can’t wait to see all the “Tobys” out on course, very well caffeinated, on race day.” Selected Team Toby members will be announced in late July and will represent Toby’s Estate on race day. Runners can apply at wherestoby.com.au, with entries closing on July 19. Source: Bestkept Find more food culture updates on Crumb Wire.

The Naughty List brings secret weekly dishes to Darling Glebe

Pallavi MathurJuly 2, 2026

Recently opened Sydney French brasserie Darling Glebe is skipping the standard Christmas in July set menu for something equally nice… or is it naughty? From now until Friday, July 31, the Glebe restaurant will run The Naughty List a five-week series of secret weekly dishes served beneath its sandstone arches, vaulted ceilings and velvet-lined colonnade. Blending French soul, New York edge, London polish and a dash of Sydney mischief, the 100-seat inner west venue sits on the fringe of the Sydney CBD, hidden beneath sandstone arches, vaulted ceilings and a velvet-lined colonnade. Each week, diners will receive a sealed invitation containing three off-menu winter dishes from Chef Jeff Schroeter: one entrée, one main and one dessert. The catch is that nobody knows what they are until the seal is broken. Each dish is individually priced, so diners can order one, pair a couple together or go all in with the full three-course progression alongside Darling Glebe’s regular à la carte menu. The menu changes every week across the five-week run, creating 15 limited-edition dishes in total. Once a week’s trio disappears, a new one takes its place. The Naughty List takes its name from Santa’s traditional Naughty and Nice Lists, but Darling Glebe is flipping the reward system. Here, the good stuff goes to the naughty. Jack Schroeter, Darling Glebe restaurant manager and son of Chef Jeff Schroter, said, “We loved the idea that Christmas in July should feel like discovering an unexpected present. “The people who love Christmas in July tend to be the same people who order dessert, buy the good Champagne and convince the table to stay for one more round. We thought they deserved their own invitation.” The dishes themselves are staying under wraps, though the brief is firmly winter indulgence: rich buttery sauces, golden pastry, slow-cooked comforts, nostalgic luxuries and desserts with absolutely no interest in anyone’s self-control. For Chef Jeff Schroeter, whose four-decade career has included cooking for royalty, fashion editors, celebrities and some of the world’s most demanding diners, the format gives him room to move beyond the permanent menu. Each week, he will create three dishes that appear briefly, lean into the season and then disappear before the next invitation lands. “Christmas is one of the few times of year when people give themselves permission to enjoy the things they genuinely love,” he said. “Rich flavours, great wine, dessert. Another course, another story around the table. The Naughty List is our way of bringing that feeling to the middle of winter.” Guests can order a single dish, build their own progression across all three courses or let dessert make the final decision for them. The Naughty List runs at Darling Glebe from now to Friday, July 31, 2026. Bookings are essential for the experience. Find more dining out updates on Crumb Wire.

23rd Street Distillery takes out Australian Distillery of the Year at NYISC

Pallavi MathurJuly 2, 2026

23rd Street Distillery has been named Australian Distillery of the Year at the 2026 New York International Spirits Competition, backing up a major year for the Renmark-based producer. The South Australian distillery’s Australian Single Malt Whisky was the standout, taking Double Gold, 96 points and the highest whisky score of the competition. Violet Gin and Australian Whisky also landed Gold and 95 points each, giving 23rd Street a strong showing across more than just one bottle. Back-to-back gold The result also gives 23rd Street a rare back-to-back run at the NYISC. The distillery was named Australian Distillery of the Year in both 2025 and 2026, with its Australian Single Malt Whisky taking Double Gold across both competitions and its Australian Whisky earning Gold both years. The Single Malt, made with Kangaroo Island barley and matured for at least three years in American oak ex-bourbon barrels, was the standout this year, carrying notes of toffee, lifted fruit, vanillin oak, citrus, apricot, malted milk and butterscotch oak. The producer’s Australian Whisky followed closely with Gold and 95 points. Made from a blend of Australian barley malts and distilled through 23rd Street’s historic copper pot stills, it is matured in ex-bourbon American oak and tawny barrels for a minimum of two years, with notes of citrus, orange blossom, caramelised fruit, vanillin oak, dark chocolate spice, roasted nut and toffee. 23rd Street Distillery Head Distiller Paul Burnett said the recognition was a proud moment for the entire team. “We’re blown away! This recognition is built on beautiful Australian ingredients, hard work and a constant drive to refine what we do,” said Burnett. “Our focus on maturing in a variety of oak types and finishing in old fortified barrels brings a depth and complexity that truly defines our whiskies. To be recognised alongside the world’s best is something we don’t take lightly. It’s a real milestone for the brand and a reminder that you can push boundaries while still keeping exceptional spirits within reach. Time to raise a glass.” Judged blind by an international panel of industry experts, the 2026 New York International Spirits Competition attracted more than 1,400 entries from 39 countries – a contingent large enough to intimidate some of the best in the market, no doubt. An accessible premium pour Whisky remains Australia’s most popular spirit, while drinkers are increasingly looking for local bottles that can offer provenance, craftsmanship and value without moving into unreachable price territory. That puts 23rd Street in a useful lane. Its Australian Whisky and Single Malt are positioned for both neat serves and cocktails, with the range already available nationally through Dan Murphy’s, BWS, Liquorland and leading independent bottle shops. VOK Beverages Marketing Manager Brian Sheedy said the awards provide another compelling reason for retailers to champion Australian whisky. “Whisky remains Australia’s most popular spirit, and as the local distilling industry continues to grow, consumers are looking for Australian brands that offer quality, credibility and value,” he said. “The sub-$100 segment is moving quickly, and 23rd Street is well placed to meet that demand with internationally awarded whisky at an accessible price point.” Source: HHPR Find more food and drink news on Crumb Wire.

AI-driven restaurant discovery tool ‘Sweet As’ set to launch in Sydney

Pallavi MathurJuly 1, 2026

Sweet As launches in Sydney this August, giving diners a new AI-powered way to find restaurants, bars and cafes beyond the usual “top venue” lists. The hospitality discovery platform combines social content, search and AI to help users explore venues by vibe, menu and experience, while giving operators another way to be found beyond follower counts and crowded social feeds. The platform has been designed for both food lovers and venue owners, with a discovery feed that uses real user behaviour, curated content and intelligent search to surface venues through actual dining moments. Sweet As co-founder Tara Williams said: “Our goal with Sweet As is to bring the magic of discovering new dining spots back to the forefront of hospitality. We want venues to be found for what makes them special, not just their follower numbers, and give foodies a smarter, more human way to choose where to eat.” Users will be able to explore thousands of curated “Eatlists”, which work like Spotify playlists for favourite restaurants, bars and cafes across the city. For venues, Sweet As will offer tools to connect with regular customers, send personalised deals and rewards, run targeted campaigns and measure how those campaigns perform. The platform will also allow users to move from discovery to booking or ordering in one tap, giving venues a more direct path from interest to action. Venue owners will be able to access data showing who is discovering them, what diners are searching for and how promotions are performing. Sweet As is also positioning itself as a discovery platform without paid ads or commissions, giving venues a more level playing field when appearing in suggestions. “With Sweet As, we’re redefining hospitality discovery,” Williams said. “Venues now have a platform to truly showcase their story, their menu, and their vibe, and connect with diners who are actively seeking authentic experiences.” The launch comes as hospitality operators continue to compete for attention across social media, search, booking platforms and influencer-led recommendations, with Sweet As aiming to create one place where diners can discover, save and share new spots around Sydney. Source: Bennett PR Find more food and drink news on Crumb Wire.

Protein supersized: Simson’s Pantry launches world’s biggest protein wrap

Toby’s Estate will sponsor runners named Toby for Sydney Marathon

The Naughty List brings secret weekly dishes to Darling Glebe

23rd Street Distillery takes out Australian Distillery of the Year at NYISC

AI-driven restaurant discovery tool ‘Sweet As’ set to launch in Sydney

DoorDash adds 150 Woolworths stores to its grocery delivery platform