Flour and bakery manufacturer Allied Pinnacle has appointed Nibble Edge as its digital partner as the company looks to boost digital transformation efforts across its business-to-business (B2B) and business-to-consumer (B2C) brands. It comes as Allied Pinnacle makes a strategic shift from its traditional B2B focus to a consumer-led business model.

Nibble Edge, formed from the merger of Edge and Nibble Digital, will be responsible for digital experience design, content, and social strategy for Allied Pinnacle. The agency has already played a role in developing digital and social channels for the launch of Wise Wheat, a high-fibre wheat flour.

Head of Product and Growth at Allied Pinnacle, Melinda Taylor, said, "The way businesses operate, interact, and serve customers is changing rapidly, and we need to embrace those shifts to remain at the forefront of the industry. Digital transformation is a critical part of our strategy."

Nibble Edge, based in Sydney, offers integrated creative, content, and media services. The agency has a history of working with clients such as Unilever Food Solutions, Countrywide, Costco, and Galipo Foods. It also operates a global production studio team in Chennai, India.

Taylor continued, "We need to start operating differently to connect our business and supply chain with customers and consumers. The team at Nibble Edge came highly recommended, they have deep industry knowledge and they have a fast-paced practical approach to move things forward which suits what we are trying to do."

Managing Director at Nibble Edge, Deepika Rodrigo, stated, "We are loving working with the Allied Pinnacle team—there's a fast-paced energy and ambition around digital transformation. Allied Pinnacle works with so many partners, from growers to milling, baking, and production, all the way through to distribution with retailers and foodservice partners.

"We know how digital experiences, technology and data can significantly unlock efficiencies across their entire supply chain while opening up new opportunities with consumers of baked goods. We’re excited to help make this vision a reality."