Supermarket Perimeter - June 2020 - 22

Deli

Flatbreads
BY EMILY PARK

22 - JUNE 2020

"What we know about ﬂatbreads is they're
a specialty carrier and they add a special
eating experience. So, we are seeing growth
of the category both in retail and foodservice
because of that desire for something different."
Ready-to-eat ﬂatbreads also have an
advantage during the times of COVID-19,
because a ﬂatbread isn't an item that most
people can make well at home, pointed out
CraftMark's senior vice president of R&D and
innovation, Jim Little.
"While a lot of people are doing home baking,
it's almost impossible to make a good ﬂatbread
at home," Little said. "You need a really hot,
really fast oven that the average at-home baker
is not going to have access to. So, the whole
idea of having something they can just grab off
the shelf that's also distinctive, appealing and
different, I think that's where even with some of
the trends changing due to the crisis, ﬂatbread
is still going to be in quite a bit of demand."
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Versatile with a healthy appeal
Flatbreads come with the perception of a
lighter and healthier eating experience. While
a ﬂatbread may not necessarily have a lower
fat content or be lower in carbohydrates, there
is a consumer perception that ﬂatbreads are
healthier than other carb-heavy products like
bread and rolls. Rayo pointed out that often
consumers feel like they're getting less bread
with more taste and ﬂavor.
Various ﬂatbread makers are also seeing
increased success in their "healthy" ﬂatbreads:
x Kontos Greek Lifestyle Flatbread: this
ﬂatbread from Paterson, NJ-based
Kontos Foods has more protein and less
carbohydrates, sugar and calories than most
ﬂatbreads.
x Toufayan Organic Sprouted Whole Wheat:
Ridgeﬁeld, NJ-based Toufayan Bakeries
offers organic, whole wheat pitas, wraps and
smart pockets, all with zero fat.

KONTOS, CRAFTMARK BAKERY

THE SALE OF ARTISAN FLATBREADS in the
deli department has quickly accelerated over
the last decade as consumers are increasingly
searching out special eating experiences,
versatility and healthy eating without giving
up ﬂavor, said Liz Rayo, senior vice president
of marketing and innovation at Indianapolisbased CraftMark Bakery.
Consumers are looking for some new
eating experiences, which has been especially
enhanced in the times brought on by the
coronavirus pandemic. Instead of adult
consumers grabbing a bite at an eatery close
to the workplace or children eating lunch in
the school cafeteria, consumers are making
lunch for themselves and their families at
home. They're looking to put new twists on
old favorites.
"Consumers are telling us that they're kind
of getting tired of the same old sandwich
and the same old bread over time," Rayo said.

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Supermarket Perimeter - June 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - June 2020

Supermarket Perimeter - June 2020 - 1
Supermarket Perimeter - June 2020 - 1
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