Where does bakery sit in the BFY movement? NPD for both professionals and home bakers

By Gill Hyslop

- Last updated on GMT

Eating to live longer: consumers are increasingly choosing - and baking - better-for-you bakery treats. Pic: GettyImages/skynesher
Eating to live longer: consumers are increasingly choosing - and baking - better-for-you bakery treats. Pic: GettyImages/skynesher

Related tags Bakery better for you ultra processed food food as medicine

Bakery is an essential part of everyday life, but as people enjoy extended lifespans and longer working lives, bakery will have an increasing role in helping them stay well for longer.

Last year, British Bakels shared insight into how the pandemic kickstarted the shift towards healthier living, with consumers increasingly taking control of their wellbeing. This is not showing any slowdown; rather, the demand for the F&B sector to step up has increased.

Mintel’s 2022 Global Consumer Trends report forecast that in the coming years, the interest will grow in less processed food made with upcycled ingredients rich in vitamins, minerals, fibre, protein and other nutrients. Ultra-processed foods (UPFs), in fact, are currently a hot topic.

“Minimally processed products that boast higher nutritional value and are easy to use will win over more consumers,” reports the researcher, added members of Generation X – now in their mid-40s to late-50s – are pioneering a new approach to healthy aging, which includes using products that will help them thrive in their diverse lifestyles.

“Today’s concerns about ultra-processed foods will build on consumers’ aversion to artificial ingredients, making them look to local bakers. Moving beyond the sentimental stories of craft and artisan techniques, they will increasingly want to know how processing improves bakers’ products.”

Michael Schofield, group marketing manager for British Bakels concurred, noting Gen X’s are openly discussing and leading conversations around ageing concerns that were once considered taboo."

In November 2023, he said, “Purposeful nutrition plays a pivotal role in maintaining our overall health as we age and can significantly impact the development and progression of age-related conditions like diabetes, bone and joint issues and heart disease.”

More importantly, he added, “bakery products with health benefits will become increasingly important,​ but we will still go on exploring flavors, enjoying simple pleasures and eating to enjoy special moments.

“The increased availability of information about specific ingredients and their benefits has empowered consumers to build their personalized wellness routines, including their diet. At the same time, consumers are becoming more selective and conscious of their spending habits than in the past. Having less cash available for discretionary spending is likely to mean, for instance, people prioritizing weekend treats rather than weekday ones in the out of home market, including going out for breakfasts, a big opportunity for bread and morning goods.”

But while health is taking preference, consumers are still not prepared to compromise when it comes to flavor and indulgence. Yes, older consumers are more likely to be drawn to traditional flavors, but bakers cannot afford to ignore the younger generation’s desire for bold, bright flavors and out-of-the box ingredients.

Eating to enjoy special moments will also remain important. Research by British Bakels found connections with family and partners rank top as sources of pleasure and reward, while ‘me’ time ranks second across all age groups, from 18-24s to over 55’s.

“Sweet treats and other bakery items are central to the moments that consumers find special and create a catalyst for conversation and enjoyment,” said Schofield.

Better-for-you bakes

Bakers can help promote healthy aging by using nutrient-rich ingredients and mixes like British Bakels’ Country Oven flour mixes to make products that are accessible and convenient for all ‘active agers,’ while offering balanced nutrition that caters to individual needs.

AB Mauri final

AB Mauri’s suite of three-strong sourdough pastes contain fermented malted barley flour, sprouted grains and seeds to enhance the BFY factor, along with flavor, texture and aroma.

The benefits of using the Aromaferm sourdough pastes includes the ability to add soaked seeds and grains to the product (as opposed to dried), along with the ability to add hydrated flour from the very beginning, potentially reducing mix time. They can also be applied to the crust for an external boost.

Crumbles Rubicone

Italian ingredients specialist Rubicone has expanded its range of Crumbles to help bakers create standout treats that offer crunch – but more importantly, suitable for people with gluten intolerance or celiac disease.

Unlike other products on the market, these ready-to-use products are created by coating crumbled butter biscuits with different spreads and creams to enhance both flavor and color of the final product. The range comes in 12 flavors and are all gluten-free, except for Speculoos.

20231128 Yuzu cake bar

Sure to appeal to Gen Xers is the latest addition to Dawn Foods’ Total Cake Solutions portfolio.

Putting a twist on the classic, the Yogurt Cake Mix delivers a cake with a tender and fluffy texture, is barely sweet and carries a hint of yogurt, while its Exceptional Compound Yuzu adds further complexity with its acidity and distinct herbal and floral notes.

“From our Global Bakery Trends Research, we have seen that today’s consumers want to explore new sensory experiences, which is an opportunity for bakers to experiment with flavors, colors and textures,” said Marie Frigo, category marketing manager, Dry Ingredients, for Dawn Foods Europe & AMEAP.


And while talking professional, bakers will be blown away with the whisper-quiet small-batch mixer from Witt UK & Ireland.

Designed for robust daily use and crafted with a keen focus on ergonomics, hygiene and durability, the Witt Varimixer Teddy features a low-noise operation that remains the same volume no matter the mixing speed thanks to its belt-driven variable ratio gearbox. It comes with a 5-litre stainless steel mixing bowl and a suite of stainless-steel accessories, including a wire whip, beater and dough hook.

Teddy epitomizes the fusion of smart Danish design and uncompromising functionality and comes with a price tag of £1,099.00.

For the aspiring baker

There’s also a growing movement of at-home bakers heading into the kitchen to bake up their own ‘me’ moments. We take a look at some of the NPD designed to help adventurous bakers discover a whole new world of possibilities.

Triple Chip Front 2

Nestlé Toll House has launched Triple Chip Mix, a convenient 3-in-1 mix that gives bakers a million ways to get inspired.

The 9oz bag contains the perfect trifecta of the brand’s iconic flavors – Premier White Morsels, Semi-Sweet Chocolate Morsels and Dark Chocolate Morsels – designed to make it easier to adapt beloved recipes or get more creative.

“We know consumers love to mix and match our flavors, so we wanted to make it easier than ever by placing three beloved classics in one convenient bag,” said Melanie Knoke, senior marketing manager of Nestlé Toll House.

“The result? A Triple Chip Mix of our iconic flavors that’s rich, creamy and sweet enough to take any treat to the next level.”

Nestlé Toll House Triple Chip Mix is rolling out in retailers across the US for an RRP of $5.29.


Birch Benders has introduced what it claims to be ‘the first organic ultimate fudge brownie mix featuring a clean ingredient list’.

Each pack makes 16 fudgy brownies, but what sets this mix apart is its blend of organic purity and decadent flavor.

“We’re thrilled to elevate the organic baking aisle with our Organic Ultimate Fudge Brownie Mix, a new pinnacle of indulgence,” said Dan Anglemyer, chief operating officer of brand owner Hometown Food Company.

“Crafted from just five organic ingredients, our brownie mix delivers exceptional taste and quality, offering consumers an organic indulgence they can savor with confidence.”

Birch Benders Organic Ultimate Fudge Brownie Mix is available online and at select US retailers, including Walmart, Meijer and natural food stores for an RRP of $4.68.

NJ BIZ Mightlicious-Gluten-Free-875x535

Life is complicated, but baking shouldn’t be. So Mightylicious has a simple answer for those on a gluten- and allergen-free lifestyle.

Known for its gluten-free cookies – earning it a Top Pick from Food & Beverage Magazine in 2023 – the specialists are further rocking the GF world with its All Purpose Flour, Vegan All-Purpose Flour and Vegan Chocolate Brownie Mix.

The Mightylicious difference? Other brands contain grains like buckwheat and amaranth, which are fine for cooking but leave baked goods with a noticeable taste and gritty texture. The gamechangers from Mightylicious are made from superfine rice flour, which has a neutral flavor and is milled specifically for bakery.

All three are available online for an RRP of $8.99. Save 25% through the month of June with code: PRIDE2024

UK Cotswold Pizza Flour - Lifestyle - Recipe - Organic Pizza Base - Landscape 1

Prefer an gooey, cheesy pizza above sweet?

British pizza aficionados can now enjoy the award-winning Matthews Cotswold Flour.

Rolling out in Waitrose across the UK, the light flour good water absorption and creates an elastic dough perfect for stretching out really thin bases.

“Our Cotswold Pizza Flour is an award-winning finely milled white pizza flour for pizza dough,” said MD Bertie Matthews.

“It’s extremely popular with our fan base, including many artisan businesses and home bakers, and we are sure that Waitrose customers will love it too.”

Matthews Cotswold Flour’s Pizza Base

Makes 1 large pizza base

  • 200g Matthews Cotswold Pizza Flour
  • 125ml tepid water
  • 1 tsp fresh or ½ tsp dried yeast
  • 1½  Tbsp olive oil
  • ¾ tsp salt

Sieve flour and salt into a bowl. Whisk yeast into warm water  and add to flour: mix with your hands until combined. Knead on a floured surface for around 10 mins until a smooth dough is formed. Place in a bowl, cover and allow to prove until doubled in size (around 30 minutes -1.5 hours, depending on which yeast you used).

The dough is now ready to be rolled out and topped. Bake at 230°C for 10-15 mins.

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