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Dispatches from IBA 2012

Quality is core in convenience, says WP Food

By Kacey Culliney from Munich , 02-Oct-2012

Convenience is a hyper-trend, with quality a top priority for consumers that is shaping industry development, the WP Food sales director says.

WP Food, a new business arm of the WP Bakery Group, is dedicated to informing firms on market and consumer trends impacting the snacks sector.

BakeryandSnacks.com spoke to Lars Netzel, sales director for WP Food, to find out how the global snacks sector is shaping up.

“Convenience food is a hyper-trend that is growing,” Netzel said.

There is a clear push towards better quality snacks that is set to stay and grow over the next few years, he said.

Consumers are demanding better quality, convenient snacks amid busier working lives where stopping to snack is a “short luxury time” and industry is working to cater to this, he said.

He forecast that this trend will continue to surge and eventually form into demands for more traditional, slow baked goods.

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