Baking&Snack - February 2017 - 62

GRAIN FOODS MARKETING

Nature's Own Life banner. The line includes 40 Calorie
Honey Wheat, 40 Calorie Wheat, Double Fiber Wheat,
Sugar Free 100% Whole Grain, Wheat + Protein and 7
Sprouted Grains.
Flowers Foods provides its customers with a significant
amount of information about its Nature's Own products
on its website www.naturesownbread.com/nutrition. The
company also uses the site to educate consumers about
good nutrition, including links to additional resources.

Fresh and wholesome
Freshness and basic, minimal amount of ingredients are
imperative bread traits to emphasize as they encompass
what today's customers seek, according to IDDBA data.
"Consumers today are definitely more interested in
their food choices, and among the trends we're seeing
is the search for food that is real, fresh, and simple," Mr.
Aldredge said.
Ingredient labels, social media education and in-store
signage can help educate those consumers unfamiliar
with the basic and natural composition of bread and other
grain-based products, according to IDDBA. Virtual or
live demonstrations showing how fresh bread and bakery
items are made, the quality ingredients used, and what
fresh-made products look like can engage and motivate
prospective customers.
From a retailer's perspective, fresh-baked bread can be
the product that really draws shoppers to in-store bakeries. Many shoppers are looking, not just for fresh food offerings, but the experience of sights, smells and tastes.
The 2016 survey by the International Food Information
Council Foundation reported that 60% of consumers
were trying to eat more fiber, and 59% want to consume
more whole grains. In addition, whole grains and high fiber are priorities for bread consumers in all age groups,
Introduced in the fall of 2016, Nature's Own Life from Flowers Foods offers
wellness-focused varieties of bread.
Flowers Foods

62 Baking & Snack February 2017 / www.bakingandsnack.com

especially those 55 and older who may be following a
doctor's dietary guidelines for health, according to the
Mintel bread report.
GFF is continuing to invest in health benefits research
of grains on specific demographics in 2017.
"We encourage our investors and the industry to leverage the tools and resources we provide, from the studies
published in peer-reviewed journals, to infographics and
media clips available on our website, and share with employees and customers the health benefits of grains," Ms.
Cochran said.
Pepperidge Farm plays the major part in The Campbell
Soup Co.'s ability to provide consumers around the world
with nearly 4 billion servings of whole grains annually.
"As we continue to innovate and develop new and existing
products, whole grains are on our 'yes/yes' list," said Chris
Foley, senior vice-president and chief marketing officer,
Pepperidge Farm, Norwalk, CT.
Promoting products that contain different types of
whole grains with fewer ingredients and other special
qualities will attract those consumers seeking specific
benefits. Providing products with fresh, quality ingredients drives Nature's Own current marketing campaign,
"Good and Simple."
"We're proud of the fact that Nature's Own breads have
no artificial preservatives, colors or flavors and never have
since the brand's launch more than 30 years ago," Mr.
Aldredge said. "We are always watching trends and listening to consumers to make sure we're offering the bread
and bun varieties they want."

The food experience
Bread and other grain foods are common component
for many meals, and consumers are always looking for
ideas, recipes and ways to pair foods. While sandwiches
are the traditional use of bread across age groups, younger consumers are more likely to eat bread as a snack directly from the package, according to Mintel's report.

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Baking&Snack - February 2017

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