Supermarket Perimeter - April 2021 - 25

BAKERY DE FRANCE, ABE'S, ST. PIERRE, 5 GENERATION BAKERS

environmental sustainability, transparency, ethical
sourcing and the treatment of its employees.
These factors are increasingly important to
consumers and play a significant role in choosing
a one-off buy versus a repeat customer. "
And increasingly vocal
consumers have no issue
telling you what they're
looking for, whether that's
St. Pierre's brand
message includes
allergy-friendly, plantrecreating the
based or free-from. Greater
restaurant experience
at home.
awareness of packaging
and labels means people
know what ingredients
they want, and don't want,
according to Alexander
Salameh, director of
business development,
Bakery de France,
Rockville, Md. Fueled
in part by at-home baking trends, consumers are shifting in
their attitudes toward bread. Rather than avoiding bread, healthconscious consumers are discovering the benefits of eating
functional bread baked with long fermentation and inclusion of
whole and ancient grains, he said.
As attitudes around food change, Baker predicts there's also
likely to be a shift in attitudes toward whether a functional food
can be decadent at the same time. Products like St. Pierre Groupe's
brioche is recognized as elevating everyday meals by recreating
the restaurant experience at home.
" Increasingly, there are more products which might once have
been considered more 'luxurious' or 'decadent' appearing in
the convenience sector, " Baker said. " Consumers will no longer
accept that the two are mutually exclusive. There's no reason to
compromise anymore. "
And sometimes indulgence is just a wonderful part of life experiences,
said Mark Boyer, president, Tippin's Gourmet Pies, Kansas City, Kan.
" Tippin's has played, and will continue to play, a pivotal role in
bringing families and friends together to have an extraordinary dessert
eating experience that, in some cases, becomes part of the fabric that
binds families together and provides memories that are familiar and
comforting, " Boyer said.

Adaptability and Creativity
While consumers certainly have an idea of what they want, supply
and demand still dictate what's available at the time. Looking to meet
consumers where they are in the moment, Kontos, Paterson, N.J., began
accepting online requests directly from consumers in 2020. Restricted
to a one case minimum, the company is welcoming new and repeat
customers who order pizza crusts and flatbreads one case at a time,
according to Warren Stoll, marketing director, Kontos.
The company also found new ways to build consumer loyalty
through its foodservice clients and worked with bloggers to share
personal experiences using Kontos products in their own cooking.

" The more educated and comfortable you feel about cooking and
creating for yourself the more you want to share those discoveries with
others, " Stoll said. " We will all go back and say we don't have the time to
do things, but people won't forget some of the things they've learned
along the way. "

Ecommerce Opportunities
With more consumers embracing the convenience of online, bakery
manufacturers understand the importance of finding new ways to grab
consumer attention. Striving for a communication vehicle that transcends
a label or package, J. Skinner Bakery is overhauling its website to optimize
and identify touchpoints throughout the customer journey.
Partnerships also remain important in a rapidly evolving world. 5
Generation Bakers, McKees Rocks, Pa., looks to capitalize on its Jenny
Lee's product reputation as a staple of the McKees Rocks/Pittsburgh
area as the bulk of its audience have memories of the brand stemming
from childhood.

" We work to stay engaged with our customers when they provide
feedback - both positive and negative, " said Scott Baker, president, 5
Generation Bakers. " Every opportunity to interact helps us to find ways
to be better and to continue to please our fans. "
Some, like Tippin's, work with their partners to grow the bakery
business under the retailer's brand.
" The tendency of most retailers is to put their own brand on bakery
to help distinguish them from their competitors, " Boyer said. " We are
supportive of those who want to use store brands and proud that they
think enough of our product to want to put their name on it. "
Serving consumers who wanted to enjoy the same Anthony & Sons
bread experience at a restaurant and at home, Anthony & Sons, Denville,
N.J. offers a retail version of some of its well-loved bread products in
frozen and retail ready and thaw and sell varieties.
Seeing opportunities to embrace growing consumer interest in
ecommerce, Bakery de France invested in flow wrap technology
and launched a new bake-in-bag Take & Bake line. The premium,
sealed, ovenable packaging offers a natural ambient shelf life that
accommodates easy management and fulfillment online.

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APRIL 2021 - 25


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Supermarket Perimeter - April 2021

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