Baking & Snack - August 2015 - 75

Rather than seeking out diet versions of the same foods,
consumers gravitate toward products that use wholesome
ingredients, list clean labels or carry ingredients that boost
a nutritional profile. "There's potential to add ingredients
such as fiber, calcium or probiotics, and consumers are asking, 'What are you putting in your products that's good for
me to have in my body?' " Mr. Hanson explained.
Just look at the new 647 Bread from Schmidt Baking
Co. It's a healthier bread alternative that appeals to healthconscious consumers by containing 6 net carbs, 40 Cal and
7 g fiber. "We named it 647 because it can appeal to such a
wide variety of consumers with specific dietary needs who
still want to enjoy bread," Shawn Paterakis said. (See "Magic
Bullet Bread" on Page 178.)
The bottom line is today consumers seem to base their
decisions less on diets and more on overall lifestyle, and
they ask more questions before making a baked food purchase. When asked if certain characteristics would have
great or moderate influence on future purchasing decisions,
Mr. Hanson reported that 89% of Technomic survey respondents indicated health and wellness as their influencer.

The value upgrade
Remember when butter was in ... but then it was out?
Breaking news: Butter is back. It's all part of the demand
for real, clean ingredients and a new definition of value.
During recession years, when people hesitated to part with
their hard-earned dollar, consumers were more likely to
downgrade or not purchase at all.
But as the economy picks back up, and millennials step
up to the next rung on the corporate ladder, it's not so
much about spending less anymore as it is getting the most
for what that dollar buys. And sometimes that even means
paying more for high-quality products that use high-quality, premium ingredients.
Having roots in hotel foodservice, French Gourmet historically focused on making upscale products, which now

attract wider consumer interest. "There's a huge craft movement going on," Mr. Cooper said. "It's happening in a lot
of different areas. It's that difference of someone putting
thought into the level of detail. When people buy our products, I want them to say, 'Someone's put thought into that.' "
Foodservice is also taking a cue from the craft movement
by creating a perfect partner for craft beer. Lantmannen
Unibake, St. Petersburg, FL, helps operators diversify their
hamburger menus through its new True Burgers line of
gourmet burger buns under the Euro-Bake brand. The line
was developed for foodservice chefs looking to upgrade
their signature burgers. The company partnered with a
number of food bloggers and developed a "burger architecture" campaign to help chefs redesign their burger menus.
True Burger bun varieties include brioche, pretzel and
jalapeño-cheddar (which started as a demi loaf and was
converted to a burger bun).
Speaking of butter, Orange Bakery hangs its hat on the
quality of its croissant ingredients, including salted butter
with 83% butterfat. "Orange was built on quality, and we
won't compromise. We won't change the quality to get to a
lower price point," Mr. Herr said.
Damascus follows a similar philosophy, and Mr. Mafoud
noted that consumers who purchase his company's products aren't willing to overpay, but they are willing to expand
their spending limit for higher quality or more versatile
breads. "The product - and its value - are the cause for
the re-buy," he said.
Yes, change is happening across the foodservice and
in-store landscapes, and wholesale bakers must be on
board to stay competitive; that includes understanding
the trends and who's driving them. Quality matters, and
as Mr. Robb pointed out to IDDBA attendees, bakery and
foodservice suppliers must be willing to participate in the
dialogue. "There's tremendous change, tremendous innovation, tremendous movement. And if you sit still, you're
going to get run over."

Brooklyn Bred Bistro pizza
crusts appeal to consumers
who mark themselves as
foodies and enjoy creating
pizzas at home.
Damascus Bakery

www.bakingandsnack.com / August 2015 Baking & Snack 75

http://www.bakingandsnack.com

Baking & Snack - August 2015

Table of Contents for the Digital Edition of Baking & Snack - August 2015