Supermarket Perimeter - February 2024 - 40

Bakery: Pastries
Top sellers include Sunset Glaze, Puratos's ready-to-use egg wash
Convenience meets
quality in a " pinch "
New from Vandemoortele is a Pinched
Croissant, which combines the convenience of
the company's patented Bake'Up technology
with the quality of a French butter croissant.
The freezer-to-oven product allows in-store
bakeries not only to offer the item as a standalone
snack, but also to be used as a carrier for
sandwiches, said Raoul Dexters, Vandemoortele's
country commercial manager for the US.
" The ease of baking and versatility of the product
is and will continue to be greatly appreciated by
retailers as well as foodservice operators, quick
service restaurants and convenience stores. "
alternative that offers a premium golden shine; Puratop Icings that are
now completely free of Titanium Dioxide; and Topfil and Vivafil fruit
fillings, which are available in a variety of styles, ranging from jam-like
consistency to high fruit content.
All of the products, said Karim Houssenbhay, director of R&D,
patisserie, were designed for " ease of use and peace of mind " and
created with a focus on functionality. Vivafil fruit fillings, Deli cream
fillings and Cremfil Ultim chocolate fillings, for instance, are low in water
activity, which translates to a non-soggy pastry and a longer shelf life.
They're also bake and freeze thaw stable, ensuring they don't leak
during the baking process and that they maintain their integrity while
being frozen and transported.
Puratos's latest addition to its ISB pastry roster are Topfil Gourmet
Fresh Apple fillings, an exclusive range of premium fresh apple fillings
sourced from Washington's Yakima Valley.
The fillings, said Jessica Blondeel, product director, patisserie, deliver
a perfect blend of sweet and tangy flavors, coupled with a crunchy
texture. They're available in 3/8 " diced and half slices with a minimum of
60% and 70% fruit, respectively.
Free from artificial additives, the fillings are ideal for pastries, pies,
and cakes.
In recent years, said Blondeel, there's been a noticeable trend toward
transparent ingredient have a great opportunity to appeal to healthconscious
customers.
Many consumers want to have their cake and eat it, too, and the
answer for many is what More calls " permissible indulgence " - treats
that satisfy consumers' cravings for rich flavors and textures while still
being mindful of the nutritional aspects.
" Pastry makers now offer better-for-you versions of classic treats
by reducing the sugar content, using healthier fats, and incorporating
whole grains to create guilt-free indulgences, " she said. " Consumers are
increasingly interested in pastries made with healthier ingredients such
as whole grains, alternative flour, and natural sweeteners like honey and
maple syrup. "
Another trend Europastry keeps a close eye on, More said, is the
increased use of limited time offerings (LTOs) in the pastry category.
" LTOs can be used as part of marketing and promotional strategies to
attract attention, generate buzz on social media, and drive foot traffic to
the bakery or online sales, " she said.
Looking at the category as a whole, baked desserts from Europe are
becoming increasingly popular in supermarket assortments, More said.
" They're now a daily offering and are expected to grow in availability
with seasonal opportunities. "
ISBs can create monthly limited offers based on the origin of the
desserts or the story behind their traditional recipes, she added.
Doing so provides an opportunity for people from all over the world
to taste and enjoy sweet pastries, expanding their knowledge and
culinary experiences.
Ease of use, peace of mind
Puratos products used to make pastries sold in grocery instore bakeries
include egg wash alternatives, sweet glazes, plant-based lamination fat,
icings, freshness improvers and fruit, cream and chocolate fillings.
40 - FEBRUARY 2024
supermarketperimeter.com
cleaner label options in pastries.
" With consumers becoming increasingly informed, there is a growing
demand for foods that are not only more natural and less artificial
but also for transparency from companies. Companies are gradually
distancing themselves from artificial flavors, colors like titanium dioxide
and preservatives. And, in response, so has Puratos. "
Another trend Puratos is tracking closely is consumers' increasing
interest in experimenting with new flavors, textures, and formats.
According to the company's Taste Tomorrow studies, 55% of U.S.
consumers express interest in trying exotic flavors from around
the world, while 52% are keen on exploring new or unusual flavor
combinations.
In addition, 65% of U.S. consumers enjoy trying foods with different
textures.
All of that is not to say, however, that classic flavors should be
ignored, Houssenbhay said. Two-thirds of consumers polled by Puratos
say they still want a familiar element when trying new types of food.
Sunset Glaze,
Puratos's egg
wash alternative,
provides a
premium golden
shine to ISB
pastries.
Puratos
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Supermarket Perimeter - February 2024

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