Classic baked goods with a new twist may appeal to consumers


Andrew Brimacombe, director of business services at Aryzta, a $ 4.5 billion conglomerate that owns companies such as La Brea Bakery and Otis Spunkmeyer, told the crowd at the Puratos Taste Tomorrow event in Chicago that 82% of consumers are ready to experience new flavors. However, they want to experiment in familiar territory.

He said peripheral products and ingredients, such as flatbread, twists and pretzel buns, were starting to blend into mainstream baking. “People aren’t straying from sandwiches, but maybe the bread they use for sandwiches is starting to change a bit.”

In the old and the new

Companies can use their core products to launch into new product lines, Brimacombe said. America’s consumer base is becoming more and more experimental with what they eat, but he said 90% had still eaten a sandwich in the past week. People want to explore new tastes within these familiar flavors, he said.

“People think of the nucleus, but they think of this nucleus very differently”,he said.

Using old products to advance new health claims, such as GMO-free and gluten-free products, is also something bakery companies should look to, Brimacombe said. La Brea bakery, an Aryzta company, recently launched gluten-free bread and he said it has been successful so far.

“People think differently about their sandwiches, they want different media”,he said, adding that other things, such as flatbreads and added ingredients, may also be useful to explore. “Bread evolves; inclusions, added fibers. It is so important.

New generation with new ideas

With around 36% of the US population now in the Millennials with a different idea and set of expectations for food quality, Brimacombe said there are great opportunities for the evolving baking industry with the weather.

For example, online grocery stores are becoming more and more popular, which is expected to grow in the years to come. He also said this generation is much more likely to accept that they will pay more for better quality food.

“Regardless of their income, they are much more likely to spend money on these kinds of items,”Brimacombe said. “We need to think about our offers and how we can evolve to respond to them. “

The younger generation also wants to know that their food is both local and natural, he said. While tracking down food is currently extremely difficult, Brimacombe said this is something the food industry as a whole needs to start preparing for because there are people who want to pay premiums to find out. more about their food.

“The question we need to ask ourselves with the current setup is: can we deliver what consumers want or do we need to change the way we think? “he asked the crowd. “We need to meet consumers where they are.


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