Baking & Snack - June 2016 - 47


Living the Good Life

Savvy bakers find golden opportunities by developing on-trend frozen and par-baked
goods while partnering with customers in almost every conceivable channel.
by Dan Malovany
In the frozen and par-baked arena, bakers are discovering new ways to give Oprah hundreds of reasons to
shout out, "I love bread," as well as rolls, buns and flatbreads - even sweet goods and more.
For the most part, "No" is not in bakers' vocabularies.
Neither are "reduced," "low" or "free," for that matter. If perception is reality, then the bakers who spar in this highly
competitive segment of the baked goods market are using
a language that speaks to their customers and ultimately
communicates with consumers on multiple levels.
"Transparency, clean label and adventurous flavors are three top trends that we see across nearly all
bakery categories but even more so within the breads
and rolls segment," noted Andrew Brimacombe, chief
commercial services officer, ARYZTA, Los Angeles.
"Innovating foods to meet these trends that are important to consumers is key."
Specifically, suppliers to the foodservice, in-store
bakery, c-store and multiple other channels are identifying trends as they continue to evolve and responding to

those nuances that drive purchasing patterns and overall
consumption of baked goods.
Take "healthy" - that often overused term. "The
consumer's perception of 'healthy' has transformed
from focusing on what the food is missing - reduced
fat, low calorie, sugar-free, etc. - to what the food itself
is - non-GMO, clean label, simple, wholesome ingredients, etc.," Mr. Brimacombe explained. "Consumers
are embracing the slow food movement and appreciate brands that are making food the way it was meant
to be made. At ARYZTA, we recognize the consumer's
need for transparency and are making foods to fit the
demand within our leading sweet snacks brand, Otis
Spunkmeyer, as well as our premier bread brand, La
Brea Bakery."
ARYZTA is not alone in jumping on the wholesome
bandwagon where the lexicon on the label requires a
shorter and simpler-to-pronounce list of ingredients
that invoke an image of purity.
"Clean label initiatives are not going away," stated

Creative treatments of
premium breads such as
toasted or even French toast
challah can tranform the
everyday sandwich.
Tribeca Oven / June 2016 Baking & Snack 47

Table of Contents for the Digital Edition of Baking & Snack - June 2016