Grupo Bimbo forges alliance with Netherlands bakery startup to market world’s-first zero carb gluten-free bread range
The Wageningen-based company is a joint venture of Bakker Wiltink - a third generation baker that sports a state-of-the-art innovation lab to create good things for health, society, people and the planet - and BOX (Blue Ocean XLerator) NV, a Wageningen-based incubator owned by entrepreneurs who invest in sustainable innovations that make the world a better place.
Permanently changing the world-in-food
The company was formed with the objective to “accommodate a structural and meaningful change in worldwide consumers’ everyday food consumption pattern” .
As such, ZCC has spent five years in careful development of the range of breads, which are also high in protein and dietary fibre, low in sugar and ‘super tasty’.
The range is targeted towards the growing band of consumers who are seeking out healthier options, along with those following a gluten-free, reduced carbohydrate or keto diet.
“ZCC bread aims at reattracting consumers to the bread category now a tasty gluten-free, zero carb bread is available,” said Roel Orsel, CEO of ZCC.
“I can say with my more than 30 years of experience in the profession that it is the most profound paradigm changing development in the bread category I have seen in years.”
Grupo Bimbo, for its part, brings its advanced research and develop capabilities, as well as its global footprint and extensive distribution network to this partnership.
The partnership will enable the ZCC bread to explore new distribution frontiers, along with further product development for specific geographic markets.
Wiltink will be the first licensee for the Benelux countries with its YAM! Keto brand. The YAM! Range is baked with ‘normal’ bread ingredients, but obviously without gluten. It’s structure and taste are the same a traditional bread and even has the same shelf life as other fresh breads. It can also be successfully frozen.
Wiltink’s Innovation Lab was opened in 2010 and brings together product developers and category managers with its master bakers to co-create new bread innovations. The company coins its lab as a ‘cabinet of curiosities’, housing a library of books about bread, special products and photo reports of trend tours through the world of food.
ZCC is also open for licensing out its technology to other partners who want to explore the possibilities for their markets.
With more than 143,000 associates in 34 countries, Grupo Bimbo is the largest baking company in the world. Through Bimbo Ventures, it continuously invests in technology and innovation to reduce the ecological food print and develop products that match the ever-changing preferences of consumers.
While the industry has weathered many fad diets, the current health and wellness trend has essentially given bread a bad rap. Bread, in its various forms, is high in carbs, regardless of whether it’s made from refined flour or whole grain. Beyond low carb, consumers also want ingredients they recognise and products that a lower in sugar and fat.
They are also starting to look at companies more holistically when making purchasing decisions. Grupo Bimbo was recently recognised - for the 7th consecutive year - as one of the World’s Most Ethical Companies, according to an analysis conducted by Ethisphere, the global leader in the definition and promotion of ethical corporate standards.
