Supermarket Perimeter - October 2021 - 19

Bakery
and roti, a round flatbread native to the Indian subcontinent. Stonefire
is a three-time winner of the No. 1 most trusted artisan flatbread brand
in America by Brand Spark International (2019, 2020, 2021). Hand
stretched before being baked in the company's patented tandoor tunnel
oven, Stonefire's newest introductions include garlic mini naan and
everything naan dippers, bite-sized naan for dips and spreads. The
company also produces artisan thin and regular pizza crust and artisan
flatbread and naan crisps.
On the move
The popularity of the category shows no signs of stagnation as it
gracefully walks the line between innovation and authenticity, making
flatbreads a go-to-choice for foodservice, commercial and instore.
That why it's hard to believe that a little over a decade ago, naan was
largely unknown among consumers. Today, naan ranks No. 1, offering
consumers a " feeling like they are eating something unique and
different, " according to SSI International.
These days, consumers are discovering the flatbread options once
found only in the center aisle are now migrating to the instore bakery,
the freezer case and in self-standing areas of the deli. According to
Tastewise, Tel Aviv, Israel, the yearly growth rate of flatbread sandwich
consumption is 42.7% and the global flatbread market is estimated to
reach $62.8 billion by 2026 with a CAGR of 6.2%, according to Allied
Market Research.
The category, which successfully weathered the impact of COVID,
saw a 4.2% increase from 2020 and an 18% increase from 2019 in
July sales in the perimeter bakery, according to IRI Integrated Fresh, a
Chicago-based market research firm. Strong sales were buoyed by the
versatility of the category and an increase in meals made from home.
" This is a category that will grow as people continue to work from
an American Baking Hall of Fame inductee, immigrated to America
from Egypt in the 1960s. After introducing pita bread, naan was the
company's first ethnic flatbread. Today, the company offers a range of
flatbreads including pita with a multigrain version that's naturally vegan,
Lavash-Plus, a flatbread with 6g of protein, tandoori, tortillas, wraps and
a Mediterranean-style flatbread with 8g of protein.
Wider reach
Decades later, bakeries still have the pleasure of introducing flatbreads
to new audiences. Byblos Bakery, Calgary, Alb., works with local schools
to demonstrate the different ways of eating pita. The " For Pita's Sake "
program teaches eating habits consistent with Canada's Food Guide to
Healthy Eating. Through the programming, which works in conjunction
with school health curriculum, school children learn how to use pita
bread to create a quick meal or snack.
What's old is becoming new with Toronto-based startup FGF, which
is taking flatbreads to a new level. Calling itself " a technology company
that bakes, " FGF is looking to reinvent the way great food is made with
a product-first, customer-centric mentality. The company produces
Stonefire brand authentic naans, pizza crusts and flatbreads and
Santosh brand tandoor baked vegetarian and vegan authentic naan
home and as consumers return to the office and to school, " said Eric
Richard, industry relations coordinator, IDDBA, Madison, Wis. " With a
focus on alternative grains and gluten-free, flatbreads can have a health
halo that is perceived as more healthy than traditional bread. "
While flatbread may not be lower in fat or carbs compared to
conventional bread products, consumers feel like they are getting less
bread with every bite, and more flavor, according to Vikram Ghosh,
technical lead, The Annex by Ardent Mills, Denver.
Versatile marketing
Growing awareness of the role of food and health is finding more
consumers looking to incorporate health into their food choices.
For this, some are looking to the Mediterranean diet, which draws
inspiration from the eating habits of those living in Greece, Italy and
Spain. Tastewise found interest in the Mediterranean diet is up 40% YoY.
The Mediterranean diet's abiding loyalty among consumers can
be attributed in part to its focus on the health quality of the foods
eaten rather than on the elimination of foods from the diet. Paterson,
N.J.-based Kontos offers a range of Mediterranean products including
hand-stretched artisan pita, gyro bread, pizza crust, panini, naan, roti
and chapati. Eight years ago, Kontos relaunched its Greek Lifestyle bread
with 15g of protein and fewer carbs, demonstrating the adaptability of
Mediterranean foods to current trends. The company's new Rustics
Collection of tandoori naan is available in traditional, garlic and original.
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Supermarket Perimeter - October 2021

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