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Rebel Bakehouse Golden Goodness Wellbeing Wraps | Chewsday Review

Iron fortified wraps are few and far between, so this new product has my attention. Let’s unwrap the health claims and see what’s underneath.

Ingredients

Wheat flour (white, wholemeal), water, modified starch (1412), wheat fibre, vegetable oil, wheat gluten, baking powder (raising agents (450, 500, 341), wheat starch), emulsifiers (471, 481), cultured wheat flour, white vinegar, vegetable gum (412), garlic, ginger, humectant (422), paprika, acidity regulator (297), preservative (282), turmeric, vitamins & minerals (B1, B3, B6, folic acid, E, iron, zinc), enzymes (contains wheat).
The added vitamins and minerals (especially iron) are promising.
Allergens: wheat, gluten.

Positives

I’m so excited to see an iron fortified wrap back on the market! One Rebel Golden Goodness wrap contains 8.6mg of iron, which is a lot! This provides 96% of a toddler’s daily iron requirement or 86% for a school aged child, and is almost three times the amount of iron in 2 Weet-Bix (3.0mg) or double the amount in 2 slices of iron fortified white bread (4.4mg). Whilst this is non-haem iron, you don’t need to believe all the scaremongering about iron fortification. While it may not all be absorbed, it definitely still counts towards iron intake, which is great for little ones still learning to like meat and other high iron foods.
Each wrap contains 4.7g of fiber, thanks to the wholemeal flour and added wheat fibre. This equates to 6.8g per 100g, which is more than Simpson’s Pantry Mixed Wholegrain Wraps (6.2g per 100g) and Coles Wholegrain Wraps (4.5g per 100g).
The sodium content of Rebel Golden Goodness Wraps (306mg per 100g) is within guidelines (less than 400mg per 100g). This is one of the lower sodium wraps on the market, coming in below Woolworths Soft Wholegrain Wraps (351mg per 100g), Coles Wholegrain Wraps (370mg per 100g) and Mission Original Wraps (827mg per 100g).

Negatives

Each wrap contains 3.8g of saturated fat per 100g, slightly exceeding the recommended limit of 3g per 100g.
At $6.50 for a pack of 6 ($24.10 per kg) these wraps don’t come cheap. They’re more than double the price of Mission ($9.70 per kg), Coles ($7.50 per kg) or Woolworths branded wraps ($6.70 per kg).
Only available at Coles, so you won’t find these if you shop at Woolworths or independent retailers.
I’m a bit disappointed that there isn’t a plain version of these wraps. While the iron content is helpful for fussy eaters, the flavours and colours in this wrap range might be a bit overwhelming for kids with particular sensory preferences.

Marketing

“Beneficial fibre prebiotics for your gut, providing 15% of daily fibre intake”. True, based on fibre requirements of an adult male.
“Not only are these wellbeing wraps a good source of vitamins B1, B3, B6, E, Iron & Zinc they’re loaded with the flavour and benefits of turmeric, ginger and garlic. With prebiotic fibre that is beneficial for your gut balance and a four star health rating, these jam-packed goodies have your wellbeing in mind, just right for all the rebels out there!”. Correct, these wraps contain all of these ingredients, but you don’t need to choose a fancy fortified “wellbeing” wrap for it to be a “healthy” food.
“Plant-based, vegan-friendly, egg, dairy, sulphite, soy and yeast-free”. True.
“4 star health rating”. This tells us it compares fairly well to other wraps.

Alternatives

Rebel Goodness Wraps are lower in salt and higher in fibre than lots of other wraps on the market. They also have the benefit of added iron and zinc, making them a great option for kids still learning to like high iron foods.
If your child eats a range of iron sources, like meat, chicken, fish, eggs and nuts, it’s fine to choose a wrap without added iron. Woolworths Soft Wholegrain Wraps or Coles Wholemeal & Grain Soft Wraps meet our sodium and fibre targets, at a much cheaper price point.
Looking for more on choosing wraps and flatbreads? Our Baby, Toddler and Family Mealtimes memberships include a comprehensive product selection guide for wraps, as well as over 15 other categories.