Bridor-Equii partnership leverages nutritional science and traditional bakery to introduce protein to the artisanal bakery sector
The union aims to capitalize on the changing dietary trends and increasing consumer demand for health-forward but still indulgent bakery products.
Bridor North America – which has operations in both Canada and the US – is tapping into Equii’s cutting-edge fermentation tech to develop a line of high protein breads, which will feature the foodTech company’s Complete Protein Blend.
The initial launch focuses on three key products, including 40g artisanal dinner rolls, 150g ciabatta sandwich carriers and 500g bread loaves. Starting in the spring, the range will be available to Bridor customers across North America, which include instore bakeries, coffee shops, retailers, c-stores, hotel groups, restaurants, bars, airlines, cruise lines, retirement homes, hospitals, army base, schools and more.
Pioneering initiative
According to the two, the partnership stands out as a pioneering initiative in the commercial bakery space, contributing to a positive shift in everyday foods and reshaping perceptions of what bread and bakery products can offer in terms of health and sustainability.
The industry-first exploration involves crafting nutritional bakery items with higher protein and dietary fiber content, 30%-40% fewer net carbs than other 50g brands on the market. It’s also aligned to the growing demand for more transparent food options.
“We are proud to dive into this new collaboration, which merges the best of three worlds: nutrition science, traditional bakery and industrial excellence,” said Eric de Saint Lager, CEO of Bridor North America.
“We believe that innovation is a true mix of passion and vision that [chef] Sebastien Canonne and [Equii cofounder] Baljit Ghotra – together with Equii and Bridor teams – made possible.”
Added Claudine Laberge, VP R&D of Bridor North America, “Bridor has always deployed tremendous efforts in bringing healthier food for the pleasure of our tastebuds, in the full inspiration of traditional bakery, and that’s why we believe so much in the future of our Equii-inside new creations like the ones put on market today.”
Kneading the dough of innovation
Equii is a trailblazer in redefining nutrition and taste. Founded in 2021 by Ghotra and Monica Bhatia (both food scientists), along with Chef Canonne, the company’s products are targeted at health-conscious individuals seeking balanced nutrition who refuse to give up on taste. Beyond its proprietary baking mixes, Equii is bringing its R&D expertise into the partnership to optimize product development at Bridor’s manufacturing facilities.
The collab also extends to include some of Equii’s foodservice offerings in the sliced bread category to Bridor’s catalog, such as its thin slice bread in Classic Wheat and Multi-Grain varieties.
“My goal is to make the healthiest and tastiest food product innovations available to all. Nutritious has to be delicious. Mission accomplished with Bridor’s Equii bread line, the perfect cross of nutritional science and enjoyable chef-crafted food products,” shaid Chef Canonne.
The partnership is also an alignment of Equii and Bridor’s shared goal to make sustainable nutrition more accessible.
“I believe that true innovation flourishes at the intersection of passion, expertise and collaboration,” said Ghotra.
“Our partnership is a testament to our shared commitment to reshape the future of bakery, where health and sustainability seamlessly blend with delicious taste.
“Together, we knead the dough of innovation, crafting a recipe for success that will nourish not only our bodies but also our planet. This partnership is our rising loaf of promise to consumers seeking a healthier, more sustainable and delectable tomorrow."
Additionally, the collab is placing emphasis on building awareness and education on nutrition and complete protein, maximizing consumer value through informed food choices.
“Our partnership with Bridor is a significant step forward in our journey of delivering delicious nutrition in our daily lives, through foods we buy in supermarkets and beyond, and that we enjoy with our families,” said Bhatia.
A subsidiary of the Le Duff family group – which posts annual sales of more than €2bn from its network of nearly 1,800 restaurants around the world – Bridor is a global leader in the frozen European-style bakery sector with facilities in North America and France to develop products that meet both customer and consumer demand.
In 2019, the company initiated a five-year plan to invest more than $300m in its North American production plants – it’s biggest investment yet in North America – including CA$170m for its Boucherville plant to increase production capacity by 68%.
