Baking&Snack - July 2013 - 34

Specialty bakers push every button possible when targeting in-store bakery/deli
channels as they search for a bevy of new sales opportunities …

J

by Dan Malovany
Just like people, breads and rolls come in all shapes and
sizes and all sorts of colors in the in-store bakery channel. Artisan breads can be as beautiful as a sculptured
boule or as natural as a free-formed loaf where the character underneath lures consumers. Pizza crusts cater to
all types of consumers whose preferences range from
thin, thick and soft to airy, crispy and crunchy — or a
combination of textures to differentiate one product
from the rest.
Likewise, tortillas, lavash, wraps and other varieties of flatbreads continue to proliferate and now come
in squares, rounds, ovals, minis and rectangles as well
as the just plain irregular patterns so typical of naan. It
seems the odd man out has found a home in the in-store
bakery/deli arena.
“Flatbreads are really coming into their own,” noted
Perry Abbenante, general manager of the Stonefire
brand at FGF Brands, Concord,
ON. “There is an artisan element
to what we’re doing.”
Last year, pretzel rolls emerged
as the next hot product —
and they remain so — at the
International Dairy-Deli-Bakery
Association’s (IDDBA) annual
seminar and expo. “Pretzel
breads are still making a lot of
noise,” noted Rob Burch, COO,
Labriola Baking Co., Alsip, IL.
At this year’s show, held in
June in Orlando, FL, many bakers also rolled out upscale premium brioche with the hope of
catching a ride on the burgeoning

34

/ Baking & Snack / July 2013

big burger phenomenon. Mr. Burch explained Labriola
makes a soft brioche done the traditional way. “Butter
isn’t low-calorie, but it makes the brioche taste really
good,” he said.
On the other hand, Bäckerhaus Veit offers a non-dairy
brioche, according to Sandra Zanette, director of marketing and business development for the Woodbridge,
ON-based company. “The product holds up well to
pulled pork and gourmet hamburgers,” she said. “It has a
soft texture, but it doesn’t fall apart when you put a lot of
meat or fillings in it.”
At the IDDBA show, some exhibitors positioned
their products as alternatives to sandwich bread. Flatout
Flatbread, Saline, MI, urged consumers to “say no to
boring sliced bread” when promoting its Hungry Girl
Foldit Flatbread. La Tortilla Factory, Santa Rosa, CA, advised in-store bakers to “say no to crust and yes to Mini
SoftWraps,” and its displays
urged in-store bakeries and
consumers to “think outside
the lunch box.”
Many exhibitors, even bakers
of sweet goods, displayed products touting health benefits
beyond the all-too-prevalent
high-fiber and whole grain options. The Cookie Department,
Berkeley, CA, sampled a probiotic chocolate-and-cherryLa Tortilla Factory promoted its Ivory Teff
flour wraps under the Smart & Delicious
label. The gluten-free wraps contain 15 g
whole grains per serving.
La Tortilla Factory



Baking&Snack - July 2013

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