Vogels Bread Grain of Truth

Vogel’s Bread is being relaunched in Australia after a noticeable absence, with a far-fetched campaign of tall stories. In the ‘Paris’ television commercial, Eric Idle tells the story… The story of Alfred Vogel and his amazing bread. Born and bred in Switzerland the intrepid Alfred Vogel had an idea – some may say a half baked idea – to combined mother nature’s most extraordinary grains to make a bread so delicious it would rise to any occasion. Realising his bread was just what the world needed he took the first available flight to Paris. The ad points to grainoftruth.com.au where Vogel’s Bread connoisseurs can further indulge their taste for fantasy.

The Story of Alfred Vogel

Soon his bread became the toast of the city, delighting both the commoner and the Parisian upper crust. Indeed his bread became so fashionable a magazine was launched in its honour. Vogel’s creative use of pumpkin, linseeds, sunflower and soy inspired the term, “What’s in Vogel this week?” Which along with his bread was on the lips of all Paris. “Vogel’s – packed with whole grains and a grain of truth.”


The Vogel’s campaign is being developed for Goodman Fielder by advertising agency Whybin TBWA, Sydney, with creative director/copywriter Mick Hunter, art director Ian Morton, and agency producer Kaija Wall.

The ‘Paris’ TVC was directed by Vincent Ward at The Sweet Shop, with producer Lynnette Gordon and director of photography John Cavill.

Sound was designed by Barry Stewart and Boyd Moore at Sound Reservoir. Composer/arranger was Hylton Mowday.

La Noyee Music

The song is ‘La Noyée’ by Yann Tiersen, from his 1997 album La Phare, and also inlcluded in the soundtrack of Amelie from Montmartre. Thanks to No Fat Clips for the tip.

La Noyée – Amelie From Montmartre on iTunes

About Vogel’s Bread

Now for a few grains of truth of my own:

Vogel's Bread Mixed GrainIn the 1940s, Max Reizenstein, a German Jewish refugee to NZ, established a small bakery in Ponsonby, Auckland. He provided his combination of barley, oats and rye as an alternative to the only choices available at the time, white and brown. The bakery was purchased by one of his employees, Johan Klisser, a Dutch war orphan who expanded the business and made Vogel’s bread a household name in New Zealand.

Niels Stevns, a Danish immigrant, introduced Vogel’s Bread to Australia after taking a sick relative to meet Swiss naturopath Dr Alfred Vogel. He began the Australian/Vogel Literary Award in 1980. For some reason Goodman Fielder phased out Vogel’s Bread in Australia.

Vogel’s has been made continuously in New Zealand which means that customs officers in Australia have grown used to Australian Kiwis bringing the bread into the country after visiting their original homeland. Vogel’s also makes cereal in New Zealand. See vogels.co.nz

Vogel’s Bread features in Lovemarks and at Homesick-Kiwi.

Vogels Bread Grain of Truth was shortlisted in the Film section at the Cannes Lions International Advertising Festival in June 2006.

Vogel's Grain of Truth

  • mike robinson

    Just FYI, the online / effects was done at Perceptual Engineering (Akld) by Jon Baxter.

  • P Firth

    Vogel’s bread has been available in Qld for many years – baked under licence by Gold Coast Bakeries until they recently lost the contract. It was a superior product, and we all mourn its passing.

  • Carole Hartley

    What has happened to our vogel bread.
    I am a kiwi living in Queensland and was thrilled when I arrived here to get my fix of vogel bread.- especially the Fruit and Nut. But not for long, when I went to the Supermarket not so long ago I find that
    the traditional loaves of bread have been replaced by Low GI stuff that is no comparrison to the beloved traditional style and my Fruit and Nut has just disappeared – what am I to do ?????? I cant survive without my Vogel.

  • mike collins

    i have a shop on the gold coast called kiwi kai and i would like to start importing vogals bread to satisfy the 60000 odd kiwis on the coasti was wondering if you have an export or wholesale division to handle this
    awaiting your reply
    Mike Collins
    kiwi kai

  • colin lehmann

    Only a year in Caloundra from New Zealand,Coles had Vogels original grain,suddenly it’s not been there for the last 3 weeks or so. Can someone tell me why? I emailed Coles some weeks ago, have had no response except for a “we’ll look into it”type email.I need that little old Vogels.

  • Breadman

    Goodman Fielder in their wisdom have delete the Vogels due to poor sales. They couldn’t compete with Tip Tops’ Burgen bread.

  • kerry Fisher

    I am a New Zealander living in the Yarra Valley
    about 50ks out of Melbourne. I have seen and brought Vogel Bread in my local Coles Supermarket. I do not believe it is the same receipe that is used in New Zealand. Is their a possibilty that you would offer a franchise of Vogel Bread. It is a very unique part of Australia. The climate being cooler and surrounded by mountains in a very pretty rural setting with some outstanding Vineyards and Restaurants. If you could let me know via email.

    Kindest Regards

    Kerry Fisher
    I would appreciate

  • C & P Bowie

    We are Kiwis and have moved to the Gold Coast some 6 months ago. The Gold Coast bread is all floury and horrible – nothing like Vogals back home. We have searched high and low and have been unable to find it. We would be happy to open a bakery selling only Vogals!!!!- there is no comparison!!!!, Vogals is the best!!!!! Please advise where we can get Vogals or something that remotely resembles the georgous taste

    • Get over it all you kiwi’s, its only a type of bread, i can understand your fussy attitudes towards lamb tho haha! I remember seeing vogel’s bread selling for $5 a loaf in about 1993 and couldnt beleive it. Im not at all worried i dont see it on the shelves anymore. Good on ya mum ‘TIP TOP’s the one.

  • laurenne

    I am an Australian with a kiwi partner. We were in NZ over xmas and i fell in love with Vogel’s rye and rice bread. We live on the gold coast and i have searched for it everywhere with no luck. Would greatly appreciate if anyone knows where i can buy it!

  • Rina McBride

    I am a kiwi living in Sydney and missing vogal’s bread terribly. I am afraid the bread in Australia leaves much to be desired although I did get my hopes up when they realeased Vogal’s here……but alas it was nothing like the Vogal’s Kiwi’s love and enjoy everyday!
    Anybody I know traveling between NZ and Australia I have bring me several loaves back, this happens often but not often enough to keep me in supply weekly. However often enough when you declare to the customs officers at the airport you have ‘bread’ they normally reply: Vogals bread huh? I, like all other people would love to know when/why/how can we buy Vogal’s (no cheap imitations) bread within Australia?

  • sanader

    hah i knew this wud happen, thanx.

  • margaret hamilton

    just recently back from new zealand where i purchased vogels with chia seeds and toasted sesame seeds just loved it. I live in Caboolture and have not been able to find vogels bread. please tell me where i can buy this and does queensland stores still stock the product.

  • yvonne

    We live in pialba 4665 post code queensland where is the closest place to buy vogels bread. thankyou

  • celia

    I love your vogel bread where can I buy it? i live on the border of NSW and VIC or perhaps ALDI may sell it if asked?

  • Bronny

    Just got back to WA from NZ and NEEEEEED Vogels … where can I source it? For goodness sake it must be possible? Please say it is? Wholegrain with sesame please:)