The new varieties include organic 22 grains and seeds bread; organic 100% whole grain bread; and organic rustic white bread. Each 27-ounce package retails for $5.49 at major US retailers.
The company is also introducing additional varieties under Oroweat in selected regions across the US based on consumer preferences.
They include organic quinoa and wheat; organic smooth wheat; organic thin sliced 22 grains and seeds; organic sliced 100% whole grain; and organic thin sliced nutty wheat berry.
All the products are non-GMO project verified and made without artificial ingredients, trans fat or high fructose corn syrup.
Marlene Sidhu, marketing director of Arnold, Brownberry and Oroweat bread, said: “We are thrilled to be able to offer these quality products to our consumers who value premium ingredients and the nutritional content of their bread.”
Bread: One of the largest organic categories
According to Specialty Food Association’s latest industry report, bread and baked goods are among the top 10 food categories by retail sales in the US.
In 2017, the category posted sales of $3.06bn, growing by 18.1% since 2015. However, the growth rate is significantly lower than other categories, including rice cakes (64.1%) and meat snacks (62.1%).
According to Sidhu, this has pushed bread makers to feature more premium ingredients such as organic to boost their sales. Organic bread now ranks as the sixth largest organic category, said Sidhu.
“With consumer demand for more organic options at an all-time high, [our products] will offer consumers a better-for-you option to align with their evolving lifestyle,” she said.
According to the NPD Group, organic eating occasions increased to 9.7% from 7.5% in the past three years. About 10% of the US population consumes organic foods exclusively, while 19% consume natural and organic foods.
The consumer behavior research company added organic-only consumers are inclined to be female, who live on the west coast and have a household income of $75,000 or more.
“They tend to have strong conviction when it comes to healthy lifestyle, feel they know more about nutrition than most people, and frequently check labels,” it said.