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Clean-label bread market 'ripe for growth' in US, says president of Pak Group

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Douglas Yu

By Douglas Yu+

08-Sep-2017
Last updated on 11-Sep-2017 at 14:38 GMT2017-09-11T14:38:12Z

Industry sales of the buns, rolls and croissants category rose by more than 3% in 2016 compared to last year. Pico: Bellarise
Industry sales of the buns, rolls and croissants category rose by more than 3% in 2016 compared to last year. Pico: Bellarise

Pak Group’s North American brand, Bellarise, has developed a clean-label Hawaiian roll improver that is available in non-allergen and non-GMO formats.

The new product offers a full suite of clean-label dough conditioning, softening and characteristic flavors for bakeries, allowing them to adapt to fit applications that are similar to Hawaiian rolls and bread.

“As for the allergen-free and non-GMO variants of the improver, cost does change. But value for both the bakery and consumer are ensured as the final product can effectively meet market expectations,” said Bellarise that specializes in yeast, dough conditioners, softeners and improvers.

“Our clean-label formula’s ability to be easily customized for non-allergen and non-GMO applications gives our customers even more ways to develop unique recipes for a bun/roll market that is ripe for growth, and to bake the specific clean-label breads that increasingly health-conscious North American consumers want,” said Walt Postelwait, president of Pak Group.

“In addition to its customizability, at a 3% use rate, our Hawaiian roll improver also enhances the rolls’ crumb structure, resilience and shelf life,” he added.

“By balancing our R&D outlook with a view to crafting custom ingredients that suit customer needs and innovations that create new opportunities for the industry, our operations ensure that growth matches or exceeds expectations year after year,” said Postelwait.

Buns, rolls and croissants

Postelwait said industry sales in the buns, rolls and croissants category were worth nearly $2bn in 2015.

“Sales rose by more than 3% in 2016 and passed the $2bn threshold, according to a study performed by IRI,” he added. “It is certainly a trend worth watching, as more commercial bakeries leverage clean-label ingredients in their efforts to enhance their brands and provide consumers with more healthful breads and snacks.

“With demand for clean-label breads only rising, development of a clean-label Hawaiian roll solution made sense."

Bellarise said the breakfast category and clean-label frozen applications present a positive outlook in the US bakery market.

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