Baking&Snack - December 2012 - 40

BUNS AND ROLLS

bringing restaurant-quality products to the family table, even in something as simple as a sandwich. According to Mintel, bun and roll sales grew by 14% between 2008 and 2011 as consumers searched for alternatives to sliced breads for their sandwiches. John Yamin, CEO, Aryzta North America — which owns La Brea Bakery and has US headquarters in Los Angeles, CA — said he believes that the sandwich answers consumers’ current desires for value, portability and variety. “A sandwich can be dressed up with the most premium ingredients in it or it can be dressed down.” The bun, he said, offers a perfect blank slate for that value-oriented, on-the-go meal. While bun and roll dollar sales are still increasing, the growth has

slowed as consumers trade name brands for private label to try to save money, but they still want a sandwich carrier with a little bit of quality and flavor. Innovative varieties of high quality breads keep brand names on the public’s radar, but balancing price and quality remains the most challenging line to walk.

Innovating toward quality
When Turano Baking Co., Berwyn, IL, improved its gourmet hamburger bun, people took notice. “Without even communicating the improvement to consumers and customers, sales have increased,” said Giancarlo Turano II, frozen retail manager. The company went back to basics by re-evaluating the way it bakes buns. Now with a more consistent

Growth slows for fresh buns, rolls, croissants
2007 2008 2009 2010 2011 2012 (projected) Dollar sales ($ million) 3,176 3,495 3,586 3,855 3,927 3,979

Dollar sales (% change from year ago) NA 10.0 2.6 7.5 1.9 1.3

Total US retail sales of fresh rolls, buns and croissants at current prices. Mintel

Selling freshness with par-baked

A conversation about quality buns and rolls cannot be had without including the idea of fresh. Consumers associate freshness with betterfor-you and higher-quality products, whether that correlation exists or not. “[Consumers] feel good about eating something that’s fresh, said ” Giancarlo Turano II, frozen retail manager, Turano Baking Co., Berwyn, IL. “The easiest way to provide a fresh product at food service and retail is to bring in par-baked bread. ” Par-baked or frozen dough enables food service outlets to provide freshfrom-the-oven buns and rolls. Mr. Turano has seen resurgence in par-baked bun sales at food service and in-store bakeries, which he attributed to consumers’ perception of fresh. The sensory power of aroma and the feel of warm bread draw people in and keep them coming back. Jesse Amoroso, director of business development, Amoroso’s Baking Co., Philadelphia, PA, said he has observed a growing number of in-store bakeries and sandwich programs popping up in outlets such as convenience stores. These new programs can expand the customer base for wholesale bakers in the par-baked or frozen dough game.

bake, Turano Baking’s hamburger buns have a golden brown crust and lighter, moister bite, according to Mr. Turano. “The end result is softer, better looking product that the consumer can feel the ‘fresh squeeze’ that we have found to be so important,” he said. “Consumers are looking for those high-quality bakery buns.” As consumers have become more aware of their food in recent years, interest in higher-quality or betterfor-you products has infiltrated most categories. Mintel research revealed that 56% of bread shoppers buy products today they consider to be better quality than bread they purchased in the past. Buns and rolls are no different. “Consumers want the same thing from their roll that they want from everything else,” Mr. Yamin said. “They want flavor; they want quality. They want a roll that is a great carrier. They want the roll to complement the protein in the carrier, not to dominate it.” For name brands competing with private label or food service establishments trying to get people in the door, new and interesting bun varieties work wonders to get the public’s attention. According to Mr. Turano, food service outlets, where trends often start, have reevaluated ways to upgrade their menus, and an upscale bun or an inventive sandwich roll is one way to step it up. This leaves bakers to reinvent the bun. “It’s harder to create an entirely new item, so what we’re doing is reinventing,” Mr. Turano said, “We’re improving our focaccia items, taking a pretzel and finding a new shape for it or finding a new use or shape for brioche.” He marked pretzel and brioche buns as varieties he sees growing. Diversity in buns and rolls spices up supermarket shelves and food service menus. Mintel research

/ Baking & Snack / December 2012

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Baking&Snack - December 2012

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