Spotlight on Bread and Baked Goods: April 2 | Synopsis of features


By Megan Tatum [email protected]

Published: May 7, 2022
Advertising deadline: April 22, 2022
Submission deadline: April 15, 2022

Throughout the lockdown, many shoppers have tried their hand at baking bread at home. While many are now too busy for such activities, bread and baked goods suppliers have persevered. The brands launched 175 new products last year, with their own brand offering as many as 344 innovations, according to Kantar. The research and development glut is only expected to continue in the face of HFSS rules due to be implemented in October. So how can the category be reformulated when the government targets fat, salt and sugar? Will additional benefits such as fiber become more important? And how will new launches fare as the cost of wheat prompts buyers to lower prices?

HFSS: Bread suppliers are likely to reword to avoid promotional restrictions for HFSS products. Is it easy to reduce relevant nutrients while retaining taste?

Smart bread: Functional products are spilling into grocery store aisles as shoppers search for more in their food. So how is the so-called “smart bread” doing?

Wheat Costs: The conflict in Ukraine is hitting wheat prices hard and buyers can expect to see the price of bread rise. What effect will this have on the humble bread?

Treat breakfasts: The more gourmet ranges experienced the strongest growth in bread and bakery products, with growth of 8.7% in value. What prompted this, and can it continue?

New: Profile of four new products or ranges that have not appeared in The Grocer before. We need the launch date, rsp and a high res photo of each.


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