Baking & Snack - November 2004 - 87

(both just more than 1%) remained fairly stable, while
Müller Brot also held its own with a value share of nearly
2%, benefiting from the strong showing from packaged/
industrial baked foods.
Kamps relaunched Lieken in February 2004 offering
a bake-off version called Back Mich (German for "bake
me"). The product is available in various sizes.
Harry-Brot was also active in 2004 with new Das Volle
Korn Sonne, Sammy's Super Sandwich and Ciabatta Longa.
The "mini" trend prevalent in confectionery also
became evident in bakery products, with Bahlsen introducing marcipan minis (Zentis). Brandt Zwieback-Schokoladen introduced two new products attributable to the
"mini" trend - Mini Milk and Strawberry - as line extensions and seasonal promotions of apple zwieback with
almond pieces and spiced Winterzwieback. Knusperbrot
Weizen appeared, while the brand Schoko Knäcke Minis
was relaunched.
New breakfast cereals were championed by Nestlé,
Kellogg and Dr Oetker. Lion Cereal, the new product
from Nestlé, is set to benefit from the synergies between
the company's products. In late 2003, Kellogg launched
Mickey's Magix under the umbrella brand Kellogg's
Disney. The cereal was targeted at children and featured a strong chocolate taste. For adults, the company
introduced two new variations - Red Fruit and Choco
- under the Special K brand.
NO ROOM FOR GROWTH? Even with all the new introductions, baked foods are expected to shrink in volume
terms during 2004, with an accompanying slight decline

in current value terms. German consumers continue to
favor Mediterranean food, which means that ciabatta,
baguettes and pita bread as well as white bread are all
anticipated to see stable growth.
German consumers are also increasingly likely to opt
for wellness and functional products, such as baked foods
with seeds or added fruit and fiber.
Bakery products in Germany are characterized by
unique diversity of brands and types of breads. Artisan
and industrial bakers offer a staggering product variety
with more than 300 types of bread and 1,000 different
kinds of pastries. Moreover, regional differences play a
huge role. Most German supermarkets offer at least 50
different kinds of bread and pastries.
In 2003, Germans favored rye mix bread (19% share
of volume sales of bread), followed by toast bread (13%)
and the traditional whole-grain bread (11%, the third
most popular). Among "others" (24%), there were ethnic
breads, which are becoming more popular. Overall, bread
sales are expected to see marginal declines in current
value and volume terms.
Savory biscuits and crackers experienced relatively
healthy growth of more than 2% in current value terms
(although volumes were more or less stagnant) because
of the appearance of new flavors such as cheese as well as
innovative formats.
Ⅲ
- Steve Berne
Information offered here is condensed from "The Market for Packaged Foods in Germany 2004," Euromonitor
International, Chicago, IL; Web www.euromonitor.com/
bakeryproducts.

Bakery products: New product launches 2004
Brand name

Company

Product type

Kamps

White toast bread and whole-grain wheat bread

Baked foods:
Californian Sandwich and Vollkorn Sandwich
Ciabatta Longa

Harry-Brot

Italian bread

Das Volle Korn Sonne

Harry-Brot

Whole-wheat bread

Lieken

Kamps

Line extension, bake-off version, new taste variations

Meisterbrötchen Mehrkorn

Kamps

Whole-wheat rolls

Sammy's Super Sandwich

Harry-Brot

Toast bread

fit-for-fun

Peter Kölln

Muesli with health and wellness benefits

Kellogg's Disney Mickey's Magix

Kellogg's

Children's cereal, Line extension

Lion Cereal

Nestlé

Breakfast cereal

Breakfast cereals:

Special K

Kellogg's

Line extension with new taste variations, Red Fruit and Choco

Vitalis Flakes

Dr Oetker

Flakes with added fruit, chocolate and nuts

Zauberfleks

Peter Kölln

Children's cereal in three taste variations, chocolate, honey and oat choco

TRADE ASSOCIATIONS (BDSI, VDG), TRADE PRESS (LEBENSMITTELZEITUNG, LEBENSMITTELREPORT),
COMPANY RESEARCH, STORE CHECKS, TRADE INTERVIEWS, EUROMONITOR ESTIMATES

November 2004 / BAKING & SNACK / 91

http://www.euromonitor.com/

Baking & Snack - November 2004

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