Supermarket Perimeter - May 2020 - 32

Bakery: Artisan bread

Organic,
multigrain,
Omega DMH and
dairy-free are among
the many health claims
artisan bakers are
addressing to meet
consumer needs.

Upscaling the perimeter
Artisan bread's distinctive crumb contributes to an overall visually rustic
look. Eye appeal is necessary to coax a perimeter customer to pick up,
smell and assess a loaf or boule for crispness and freshness, according
to Ben Rizzitello, vice president sales and marketing, Anthony & Sons
Bakery, Denville, N.J.
"As a bulk of artisan bread sales are driven by impulse, aesthetics
play a critical role in consumer purchasing behavior," Ryan said. "Many
consumers today are extremely leery of purchasing products not
merchandised in a bag. Likewise, consumers have pre-determined
how a product will taste based on the packaging. If a customer cannot
see, recognize or connect with a product they will be less inclined to
purchase it."
Sargent points out packaging could become more important with
increased online shopping in the post-pandemic era as consumers
look to purchase prepackaged breads and freeze them for later use.
Understanding the importance of extended freshness for bakers,
Corbion offers its Ultra Fresh® solutions to improve tolerance, quality
and robustness while extending freshness through freeze/thaw cycles
and cutting. The company also offers pre-soaked grains to reduce
incorporation time in artisan formulations.
Cognizant of the changing needs of retail bakers, Bakery de France's
high-hydration doughs allow the ability to bake longer and darker
prior to freezing, making for a quicker refresh in stores, according to
John Salameh, chief executive officer, Bakery de France. "We certainly
understand the need for simple, easy-to-use premium products for
retailers as labor hours continue to be a challenge. This has proven
to be particularly important for our customer during the COVID-19
outbreak."
Anthony & Sons Bakery is also providing bakers with products that
require less handling inhouse. The Artisan EZ Freezer to Oven® line of
products featuring Rustic hero, dinner rolls, demi baguettes and Pane
di Casa Italian bread is designed to crisp on the outside in just 3-5
minutes. Because these are not par-baked items, a quick warming crisps
the outside crust while maintaining a moist center and superior crumb.
Also, there's no skilled labor required, so the bread can quickly be ready
on demand for a hot bread program and the bakery can control what
they're putting out, reducing waste.
"Par-baked in the hands of an inexperienced baker can result in over
baking, which will cause a dried-out product and shorten shelf life,"
Rizzitello said. "With this, there's no need to set up product the night
before, to defrost breads or for a proof box or steam-injected oven, just
remove it from the freezer when needed and bake."
The recent runs on grocery stores during the beginnings of the
pandemic demonstrated how such an option can allow an instore
bakery to keep product in stock. Even in understaffed and less-thanideal environments, the department can save on labor because the
bakery doesn't need to set up the day before like frozen or allow time to
defrost, according to Rizzitello.

Rediscovering Old World methods
In times of struggle, many find comfort in the known entities. This
includes rediscovering the tried-and-true foods humans have enjoyed
for generations. One example being flatbreads, which can be traced
32 - MAY 2020

SP_May20.indb 32

ANTHONY & SONS

"In our Bakery de France research, we discovered that around 80%
of consumers perceive ISB artisan bread as fresher and better tasting
than pre-packaged bread," said Terry Flaig, director of retail sales, Bakery
de France.
IDDBA's What's In Store report discovered similar findings, citing
growth in packaged bakery with growing consumer demand in
health and wellness. This includes callouts for 100% Natural, Organic,
Multigrain, Omega DHA, absence of negatives, no HFCS, non-GMO,
dairy-free, low/less carbohydrates and plant-based ingredients. More
commonly seen on packaged bakery products, IDDBA suggests instore
bakeries employ similar tactics on unpackaged bakery products using
shelf talkers and other signage.
Understanding that what's important to consumers includes and
extends beyond the label, Bridor USA, Boucherville, Canada, offers more
than 300 clean label products. Its program includes product bans on
the use of artificial colors, flavors, preservatives, sweeteners, bleached
flour, HFCS and partially hydrogenated fats and oils. Its lines, including
imports from France made in the European baking tradition, are known
for a crisp crust and honeycomb crumb.

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