Healthy sandwich alternatives are trending and Kingsmill ‘bagel thins’ will tap into this in the UK, says Allied Bakeries’ category director.
The ‘sandwich alternatives’ category, which includes wraps, sandwich thins, bagels and pittas, continues to drive strong growth within the bakery market, according to Nielsen. Volume growth in the category was up 6.7% in the first three months of 2014 compared to last year.
Allied Bakeries category director, Martin Garlick, told BakeryandSnacks.com: “With no sign of this trend abating, these products have become an essential part of most retailers’ bakery offerings, providing shoppers with greater choice and helping to attract new customers to the category.”
He said that the US bagel thins market was already well-established and currently worth nearly 10% of the total US bagel market in volume terms.
He said there was a similar opportunity in the UK that would prove interesting to retailers because the product attracted new customers to the category.
Driving growth in bakery
The Bagel Thins line targeted breakfast and lunch occasions and with each one containing 122 calories had been designed to appeal to weight-conscious ‘younger females’ demanding lighter, healthier alternatives to standard bagels.
However, Garlick said the product also had a wider appeal.
“Across the food and drink industry we are seeing a rising demand from consumers for smaller, lighter, healthier versions of their favourite foods. With this insight front of mind, we developed Kingsmill Bagel Thins, which are thinner with a less doughy texture, making them lighter to eat, but still high in taste.”
Allied Bakeries is the UK’s 6th largest food and drink brand as well as the fastest-growing major branded bakery, according to Nielsen Total GB Coverage Plant Bakery for the 52 weeks to January 4, 2014.