SUBSCRIBE

Breaking News on Industrial Baking & Snacks

News > Markets

Read more breaking news

 

 
DISPATCHES FROM VITAFOODS EUROPE 2014

‘Boring’ bread needs clever labeling and flavor excitement: Mintel

By Kacey Culliney+

12-May-2014
Last updated on 12-May-2014 at 12:42 GMT2014-05-12T12:42:08Z

Laura Jones reckons bread needs some R&D life

Laura Jones reckons bread needs some R&D life

Packaged bread is typically boring and lifeless but clever labeling and flavor innovation should reinvigorate the category, says a Mintel analyst.

Speaking to BakeryandSnacks.com at Vitafoods Europe 2014 in Geneva, Switzerland, Mintel’s global food science analyst Laura Jones said the packaged bread sector had seen a shift in labeling trends.

“We’ve seen the focus shift somewhat from no additives and preservatives claims to a more tailored message. So we’re seeing claims such as ‘suitable for’ products; they are products more suited to consumer needs like gluten-free, vegetarian. They’re becoming more popular with consumers as they look to products that are more tailored to their dietary needs,” she said.

However, she warned that bakers needed to be careful not to forget to call out negative claims like ‘no additives’ or ‘no preservatives’ because many consumers still sought these out.

Just under half of UK bread consumers looked for bread that didn’t contain additives or preservatives, she said, and over half would be prepared to pay more for these products.

“Do focus on the positives it’s really important, but still communicating to consumers that products don’t have additives or preservatives is still really important,” she said.

In terms of driving the sector forward, Jones said manufacturers should innovate with flavor – drawing inspiration from the fresh and artisanal sector.

“Typically bread products are quite boring in a way, it’s kind of just your standard range of products, but there’s no reason they can’t include more exciting flavor combinations.”

She said cronuts and duffins were great examples of this, and examples that could be brought into the packaged bakery sector. 

 

Related products

Related suppliers

Stealth carrots and vegetable ingredients

Stealth carrots: How veggies are finding victory in F&B

Carrots might look dull compared to trendy super fruits and leafy vegetables, but the...

Puratos unveils $1.7m expansion of UK innovation center

Video: Puratos opens innovation center to help customers tap key bakery trends

International bakery ingredients firm Puratos has unveiled a new innovations center in the UK.

Enova Foods collagen tea claims to reduce wrinkles in 4 weeks

Enova Foods collagen tea claims to reduce wrinkles in 4 weeks

Enova Foods is targeting the health and wellness sector by expanding its protein snack...

Nestlé doubles its quality assurance center to fight for food safety

Inside scoop: Nestlé doubles its largest quality assurance center to fight for confectionery safety

Gregory Pritchard

Vice President Quality Management, Nestlé USA

RiceBran adds new protein formulation to Proryza line

From platinum to gold: RiceBran upgrades Proryza line with new formulation

Joon Park

VP of sales and marketing, RiceBran Technologies

Rembrandt Foods announces new protein isolate launch

Rembrandt Foods announces new protein isolate launch

Jonathan Spurway

VP of Marketing and Optimization, Rembrandt Foods

Video: If Donald Trump becomes US president, would it be good for your business?

Video: If Donald Trump becomes US president, would it be good for your business?

Presidential hopeful Donald Trump has vowed to bring back jobs to America by ripping...

Heard of himanthalia? Dutch start-up aims to replace carb-heavy pasta with seaweed

Heard of himanthalia? Dutch start-up aims to replace carb-heavy pasta with seaweed

Himanthalia - or sea spaghetti - may not be commonly known. But as a...

Kids, claims and variety – the key opportunities for snacks growth

Kids, claims and variety – the key opportunities for snacks growth

Families, ingredient claims, and variety in packaging and flavors have been flagged up as...

Bread hit hard by price wars

Bread is ‘price war casualty’ – FoB director

Bread is one of the biggest casualties of the supermarket price war, as retailers...

food packaging, business, women

How to be a successful woman in the packaging industry

Passion, determination and ambition: all top tips for aspiring businesswomen, say three senior Swedish...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

USDA WASDE: Wheat supply up but ‘quality issue emerging’ says AHDB

Wheat supply up but ‘quality issue emerging’

Wheat supplies have hit record levels across the globe, but for France and some...

UK gluten-free businesses should storm Europe

Europe is ripe for UK gluten-free businesses

France and other European countries are prime targets for the UK’s established gluten-free (GF)...

Manufacturers are struggling with healthier food calls

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

Key Industry Events