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

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

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Pallavi Mathur

pallavim9893@gmail.com

Pallavi Mathur is the founder and editor of Crumb Wire. She cut her teeth in PR before turning her lifelong passion for food into a full time gig. Pallavi brings readers a daily digest of what's hot in food and drink, covering restaurants, retail and features rooted firmly in food culture.

https://crumbwire.com/

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