Bimbo takes Eureka national as US organic bread category soars 18%

By Vince Bamford

- Last updated on GMT

The Eureka brand was launched in California in 2012
The Eureka brand was launched in California in 2012

Related tags Wheat High-fructose corn syrup

Bimbo Bakeries has rolled out its Eureka brand nationally as US demand for organic bread continues to grow.

The brand’s six organic loaves are available now at major retailers across the country, four years after Eureka was launched in California, and as interest in organic food gathers pace with US manufacturers and consumers.

This year has already brought the national rollout of another organic brand, Dave’s Killer Bread, which was launched in 2005 and acquired by Nature’s Own brand owner Flowers Foods last year.

Speaking a few months after the national launch​, Flowers president and CEO Allen Shiver described organic as “the growth engine for fresh packaged bread​”.

According to data from retail analysts SPINS, sales of organic loaves – defined as those with at least 70% organic content – have risen 17.6% year on year from $344.2m to $404.7m (Combined sales through natural supermarkets, specialty supermarkets and conventional multi-outlet retailers)

Non-GMO Project Verified

Bimbo said its Eureka loaves contain no artificial flavors, colors, preservatives or high fructose corn syrup and are USDA Organic, Vegan Certified and have recently become Non-GMO Project Verified.

The brand was aiming to change consumer perceptions of organic bread being “bland, boring and taste-less”,​ said Eureka senior brand manager Marlene Sidhu.

"We believe everyone should be given the opportunity to discover great-tasting organic bread and are excited to continue to grow our fan base nationwide​,” she added.

Eureka is available in six flavors with a recommended retail price of $3.99 to $5.69:

  • Grainiac (27 oz and 18oz loaves) with 14 organic grains and seeds
  • Saaa-Wheat (27 oz and 18oz loaves) sweet wheat bread
  • Seeds the Day  (27 oz and 18oz loaves) white bread with eight organic grains and seeds
  • Top Seed (18oz) with flax, sunflower and sesame seeds
  • Smoooooth Wheat (18oz), a wheat bread baked with fewer seeds for a smoother texture
  • Sweet Baby Grains (18oz) multigrain bread

Bimbo has partnered with dietician Ashely Koff, who has developed six "un-blandwich​" recipes to promote the loaves.

Businesses target organic demand

Interest in organic food also continues to grow beyond the bread fixture, with General Mills this month​ stating it has a “significant opportunity​” to grow the number of stores carrying its natural and organic brands. The company told analysts it was on track to hit $1bn in sales from its natural and organic portfolio by 2019.

General Mills has also said it is aiming to double its use of ingredients from organic acreage by 2019​, while Kellogg’s Kashi brand is using wheat grown under a new initiative​ supporting farmers transitioning fields from conventional to organic crops.

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