Supermarket Perimeter - June 2020 - 23

Flatbreads often
beneﬁt from a
perception that they're
healthier than other
breads.

On top of the healthy perception,
one of the greatest beneﬁts to the
ﬂatbread category is its versatility,
Rayo said. There are endless possibilities
of ways for consumers to use a ﬂatbread.
"Flatbreads are extremely versatile so it
allows consumers to do different things with
them at home whether it be for a sandwich
carrier, a wrap or a pizza, something you can
even top, something you can season, toast,
cut it up or serve with soups and salads," Rayo
said. "Consumers will literally put anything
and everything in a ﬂatbread and wrap it up. It
gives the consumer a lot of creativity."
Rayo noted that she's seen consumers
put anything and everything in a ﬂatbread
from peanut butter and bananas in a grilled
ﬂatbread to different types of seasoned
chicken, and ﬂavors ranging from ethnic
Middle Eastern Flavors to traditional American
ﬂavors.
Dave Burtraw, CraftMark's vice president
of retail sales, noted that the ﬂexibility of the
category has made it easy to connect ﬂatbreads

to the other products in the deli through crossmerchandising - whether that be through
placing ﬂatbreads in a knee-knocker display
right by the deli meat and cheese counter
or showcasing it with speciﬁc products like
pepperoni and mozzarella that consumers
could then use to make a ﬂatbread pizza.
"In the last 10 years there has been a
departmental transition of the ﬂatbread from
the center aisle self-standing area to a kneeknocker deli area connected to the meat and

the cheese because that's primarily where
customers are going to go," Burtraw said.
"Flatbreads are being deli oriented because
they go so well with cheeses and meats and
things like that."
Burtraw highlighted that there's not one
type of cheese or protein that consumers
are more consistently using with ﬂatbreads
because they are using them in so many
creative ways with countless combinations of
meat, cheeses and other ﬂavors.

EH\RQGVPDUWGHOLFRP

supermarketperimeter.com

JUNE 2020 - 23

http://beyondsmartdeli.com

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
Supermarket Perimeter - June 2020 - 2
Supermarket Perimeter - June 2020 - 3
Supermarket Perimeter - June 2020 - 4
Supermarket Perimeter - June 2020 - 5
Supermarket Perimeter - June 2020 - 6
Supermarket Perimeter - June 2020 - 7
Supermarket Perimeter - June 2020 - 8
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