Healthy loaves and gluten free variants are more popular than ever. FMCG looks at new developments and category drivers in the bread aisle.

Breadcraft is one of New Zealand’s leading family bakeries, established in 1942 and now in its third generation of Cockburn ownership. The bakery prides itself on reacting quickly to changing consumer needs and has a reputation for pioneering some of the country’s leading new bakery technologies and products.

“Little is known about this privately owned company because most of the products we craft are made under contract for some of NZ and Australia’s leading bakery brands and QSR (Quick Service Restaurant) chains,” says marketing manager Lucy Cruickshank.

She adds: “In supermarkets, Cottage Lane Authentic Artisan Bread is our own brand and it is currently available in most Four Square, Pak’n Save and New World outlets. This crusty, natural, preservative-free range of European style bread includes ciabatta, pugliese, sourdough, garlic, cheese, grain, olive and rustic baguettes.

“Cockburn’s Celebration and Christmas Cake range is made of high quality ingredients using traditional family recipes and sold in selected Foodstuffs outlets – these decadent treats are highly respected by those who have tried them.”

Cruickshank explains: “We are constantly launching new products alongside partner companies that we contract manufacture for. Some are a roaring success and others take slightly longer to reach full potential in this market category.

“More of our consumers are demanding quality product, without preservatives and additives that offer good value for money.”

Goodman Fielder

Marketing manager Nicola Ellish and category development manager Sue Wheeler told FMCG that the Goodman Fielder portfolio of iconic Kiwi brands continues to lead the bread market in New Zealand. They say the brands, including Nature’s Fresh, Molenberg, Freya’s, Vogel’s and MacKenzie, are market leaders within their respective segments. Two of the brands, Nature’s Fresh and Molenberg, had packaging refreshes in 2011. The new pack designs are not only brand distinctive and eye catching in store, but also allow easier variant navigation for shoppers.

“Strong sales performances, in conjunction with the refresh of both Nature’s Fresh and Molenberg in the second half of 2011, have contributed to the Goodman Fielder growth in market share of 2.1% vs prior year (Aztec MAT Value share to 11/12/2011),” say Ellish and Wheeler.

Goodman Fielder launched a range of gluten free breads under the Vogel’s brand, in September 2011. Vogel’s Gluten Free offers consumers, who are gluten intolerant or who make a lifestyle choice to not consume products with wheat, the opportunity to purchase a product that tastes and feels soft, just like ‘normal’ bread.

Ellish and Wheeler explain: “Vogel’s Gluten Free bread rose to be the number one brand in this market segment within just eight weeks of launch (currently with a 46% share) and has driven incremental value growth within the category of 61% vs prior year. The new Vogel’s Gluten Free range received accolades at the New Zealand Food Awards (in association with Massey University), where Goodman Fielder was presented with the 2011 AJ Park Research & Development award for outstanding achievement and excellence in food innovation.”

With increased diagnosis and public awareness in New Zealand of gluten intolerance and Coeliac disease, Goodman Fielder has recognised the need in this area for ‘good tasting’ gluten free baked products, and is committed to ongoing development in this area.

ABE’S Real Bagels

Megan Sargent, sales director, ABE’S Real Bagels Ltd told FMCG: “We launched a Rugby Ball Bagel in time for a certain tournament last year, which created interest in the bagel segment of the small goods category. The Rugby Ball Bagel was a bit of fun for us and for a limited time only, finishing at the end of October. Reaction from consumers was interesting, ranging from, ‘These are great, the filling doesn’t drop through the hole!’ to ‘If it hasn’t got a hole, it’s not a real bagel’. For the record, these were made in the traditional bagel method, the dough was aged overnight and the bagels steam-baked to give that authentic chewy bagel texture. We do have plans for some innovation in the fresh bagel category for 2012 – watch this space.”

And what are the consumer trends in this category? Sargent says: “Despite the misinformed still believing that carbs are bad for you (Dr Atkins was obese when he died, which illustrates that avoiding carbs isn’t an effective long term strategy), consumers still love our bagels. ‘Everyday indulgence’ is a rising trend which encompasses those consumers who love their daily bagel treat, and don’t like to do without it.”

Sargent adds: “In other product news, we recently revamped the ABE’S Bagel Crisps range, with new product formulation, three new flavours and innovative packaging which allowed us to drop the retail price by more than $1 – you don’t see that very often these days. Consumers are responding accordingly, with Caramelised Onion & Balsamic Vinegar sales rivalling Roasted Garlic in its first week on shelf.”

Bakeworks

Business director Kirsten Unger says: “The past year for Bakeworks has been our best year yet. We launched new bread packaging at the beginning of the year and it’s really created brand awareness and helped our product stand out on the shelf. Our Liberte gluten free bread range is available in most supermarkets throughout New Zealand, including recently, South Island stores. Overall our gluten free bread sales from October 2010 to October 2011 grew a staggering 81% (Aztec Reports). While 2011 has seen fantastic growth for Bakeworks, it has also seen the market as a whole grow and the entry of much larger competitors. At Bakeworks we love a bit of competition and we are set to launch some exciting new products in 2012!

“Our gluten free cookies and breadcrumbs are in selected stores but we hope to have these ranged through supermarkets in 2012.”

Before Christmas, the Bakeworks team was going flat out in the kitchen baking a festive range, “which of course is all gluten free and tastes exceptional”, says Unger. “This is a category we will be working on growing in 2012,” she adds.

Another highlight for Bakeworks was winning the Excellence in Manufacturing award at the Westpac Auckland West Business awards. “It was great recognition for all our hard work. As part of the prize pack, we are thrilled to receive mentoring from the team at Tasti Products. This is a brilliant opportunity to learn from the best and gain new ideas and knowledge in different areas,” says Unger.

Pane Toscano

Hansells Food Group’s range of Pane Toscano breads offers a level of authenticity that is in growing demand by the NZ bread market, says Rachael Bryers, contract senior brand manager. Offering traditional breads baked in Italy, New Zealand consumers can serve the Pane Toscano breads with pride.

Pane Toscano’s strategy to drive authenticity into the specialty bread market is being well received by retailers. Authenticity and quality have always been the focus for Pane Toscano, reflecting the adventurous and passionate nature of the countries they come from. Consumers enjoy being able to “finish” off the breads by baking for a few minutes or adding their favourite toppings, and the Ciabatta loaf and Pizza Bruschettina continue to be the most popular products in the range.

“This year Pane Toscano will undergo a relaunch to drive sales volume and develop the range,” says Bryers.

She explains: “We’ll be rationalising the current range as well as launching some exciting new products. The range will be relaunched under the brand name ‘Toscano’, which allows us to extend the brand offering to include authentic products from other European countries.

“Distribution methods will be reviewed and packaging artwork will be redesigned for maximum on-shelf presence,” says Bryers.

“The new range will be supported with advertising and in-store demonstrations, driving trial and awareness as well as educating consumers about the different uses of the Pane Toscano products,” she says.

Giannis ethnic breads

While the overall flat bread market is static, the same cannot be said for the sales of Giannis ethnic breads. Colin Prebble is Lamajou’s national sales manager and he credits the growing popularity of Giannis to a renewed interest in authentic ‘native foods’.

“Giannis Michaelides, the Greek Cypriot founder of Giannis, always believed these original flatbreads, (found all over the world), would become favourites once people discovered just how good they were. I guess he didn’t think it would take 20 years though,” laughs Prebble.

Giannis are releasing new packs and new labels as a part of its twenty-year birthday celebrations.

“This is more than just a birthday present,” said Prebble.

“We are focusing on ‘new’ breads that are perceived to be healthier, such as the Lebanese Bread, Wholemeal Pita and the Crispy Pizza. Not only are the origins of these breads attracting attention, but also our ‘long-life’ gas flush ‘snack-packs’ provide convenience, freshness and smaller portion options. Professional couples and smaller families are snapping them up. As lifestyles change we will change but what remains unchanged, are the authentic recipes.”