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Dispatches from IBA 2012

Premium and health: A dedicated focus for Bakels

By Kacey Culliney from Munich , 21-Sep-2012

Bakels’ health and indulgence focus simply mirrors what the market is dictating, says its MD.

Global bakery ingredients specialist British Bakels has targeted business focus at IBA 2012 towards both the health and indulgence sectors as it said these areas present the most business promise due to consumer demands.

Paul Morrow, managing director (MD) for Bakels International, said: “We are offering healthy products and premium indulgence goods, mirroring exactly what is happening in the High Street or any shopping mall.”

“We are concentrating on these two areas to ensure that visitors to our stand come away with lots of ideas and concepts that will help them drive both sales and the bottom line,” Morrow said.

“Consumers are eating more healthily but, when they decide they are going to treat themselves, they really want to indulge,” he added.

Back to tradition

Within health and indulgence, Bakels has identified artisanal breads as a major growth area for the bakery market.

In line with this, the firm launched its Artisan Bread Complete bread mix under its Nutribake division and rolled out a range of sourdoughs under its Fermdor brand at the tradeshow.

Its clean label powdered bread mix containing sourdough can be used for artisanal bread applications like baguettes and Ciabatta.

The mix is easy to use but results in high quality end products, Bakels said. “Artisan Bread Complete delivers a firm crunchy crust, with the delicious flavour and aroma normally associated with sourdoughs in less than three hours, as only one hour bulk fermentation is required,” the firm added.

Its sourdough range has four different products - wheat, spelt and two rye – to achieve different end flavours and aromas.

Fruity indulgence

Bakels also launched 1kg piping bags for fruit fillings and showcased its extensive Bakbel filling range including apple, black cherry, raspberry and blueberry.

“The secret to success here is the word ‘indulgence’. We are committed to developing products which are truly premium. If bakers cut back ingredients which enhance a product’s luxury status, then consumer will simply not purchase,” he added.The fillings are “much more expensive than the farmed varieties, but you really can taste the difference”, Morrow said.

Showcase spotlight

The firm also took IBA 2012 as an opportunity to showcase its healthy breads and relevant ingredients and mixes. On show were its country oven multiseed and chia bread concentrates.

Photos: GHM

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