Baking&Snack - April 2013 - 134

NEW PRODUCT SPOTLIGHT

Softer,
Flufﬁer
Longer

Rudi’s Gluten-Free Bakery reformulates
its sandwich bread to meet growing demand
for acceptable gluten-free alternatives.

Americans’ interest in gluten-free foods is at an all-time
high since the NPD Group, Chicago, began tracking it
in 2009. A survey showed that 30% of US consumers
look for gluten-free foods. According to Harry Balzer,
chief industry analyst at the NPD Group, gluten-free is
“the health issue of the day.”
Generally, gluten-free sandwich breads
simply aren’t soft and fluffy; however, Rudi’s
Gluten-Free Bakery plans to change that
image. The Boulder, CO-based bakery found
the growing demand for gluten-free and limited options unacceptable and set out to bring
its own formulas up to the standards set by
conventional sandwich breads.
Although Rudi’s was founded to serve consumers affected by celiac disease or wheat intolerance, the company strives to bake
products the whole family can enjoy.
“We know that in some families
only one person is gluten-free,
but the whole family decides to
follow a gluten-free diet,” said
Maggie Garner, senior marketing manager, Rudi’s. “We want
everyone in the family to be
able to enjoy our gluten-free
products, even when their
diet doesn’t require it.”
To give its sandwich
bread a softer, tastier texture with a longer shelf life,
Available in a Cinnamon Raisin
variety, the reformulated sandwich
bread from Rudi’s Gluten-Free
Bakery gives consumers an option
for breakfast.
Rudi’s Gluten-Free Bakery

134

/ Baking & Snack / April 2013

With new ingredients and new measurements on existing ingredients, Rudi’s
Gluten-Free Bakery developed a bread the company hopes can compete in
texture and taste with conventional sandwich breads.
Rudi’s Gluten-Free Bakery

Rudi’s tinkered with the formula, adding new ingredients and altering the measurements of existing ingredients. The bakery is also committed to using natural,
organic and non-GMO ingredients.
“Our breads are made for moms who are looking
for products they can feel good about because of how
they’re made,” Ms. Garner said. “All of our breads are
both nutritious and delicious because of the good stuff
that’s baked right in.” The bread meets gluten-free standards set by the Gluten Free Certification Organization
and delivers 2 g fiber per serving, double that of the
previous Rudi’s formula.
To celebrate the new formula, Rudi’s launched a Lost
& Found Sweepstakes at the beginning of the year. Fans
of Rudi’s Gluten-Free texted to enter the sweepstakes
and posted pictures on Facebook of the places they
found the new products.
The company has received positive feedback
from consumers about the new products. The bread
performed well in focus groups of celiac and wheatintolerant consumers. According to Rudi’s, the bread
was the favorite against a top competitor in flavor, aftertaste, texture, appearance and everyday usability.
“We believe these sandwich breads will continue to
help our gluten-free business grow,” Ms. Garner said. “It’s
our passion to keep pushing the envelope to create highquality gluten-free products the whole family will enjoy.”
Rudi’s Gluten-Free Sandwich Bread still comes in
three varieties — Original, Multigrain and Cinnamon
Raisin — and is available in natural food stores as well
as specific mainstream supermarkets such as Kroger. An
18-oz loaf of sandwich bread retails for $5.99.
— Charlotte Atchley

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Baking&Snack - April 2013

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