Supermarket Perimeter - January 2022 - 26

Bakery: Whole grains
The Oldways Whole Grains Council's survey asked 1,505 American
Whole wheat
healthy
goo dness
adults why and how often they choose whole grains, which grains
they are familiar with, and when and where they are most likely to
consume whole grains. It asked how the pandemic has impacted food
habits, how considerations about the environment are influencing
the way people approach food, and how whole grain labeling aids
consumer confidence in the products they are buying.
Since 2005, the Dietary Guidelines for Americans have encouraged
everyone to make at least half their grains whole grain. According
to new survey data, 59% of American say they are meeting this goal,
with 26% of consumers reporting that they nearly always choose
whole grains whenever they are available. Additionally, more than
half of consumers tell us they have increased their whole grain
consumption in the past five years.
While health remains the leading reason for choosing whole grains
(with 82% of consumers citing it), it's not the only reason. Today,
more people consider the flavor of whole grains to be a benefit (38%)
than a barrier (33%), and the percentage of those who cite taste as
a barrier has fallen significantly since the Oldways Whole Grains
Council's last survey in 2018. In 2021, 33% of respondents say taste is
a barrier, compared with 42% in 2018. Of those who say they nearly
always choose whole grains, 45% see taste as a benefit and only 18%
see it as a barrier, suggesting that the more exposure you have to
whole grains, the more you come to appreciate their nuttier, more
robust flavors.
Sprouted grains
In its mission to create the best sprouted whole grain baked goods,
Angelic Bakehouse introduces a new bread that comes after
conducting an extensive yearlong product innovation program, which
consisted of qualitative and quantitative consumer research, more
than ten new bread variations, a packaging redesign and consumer
testing panels in two cities.
" We took the long-term approach to create the best bread possible,
Whole Wheat Flours:
hard red spring
wheat, these fl ours are ideal for use
in whole wheat breads and rolls or,
when blended, for variety breads.
Our whole-wheat fl ours are available
in fi ne, medium, and coarse, in 50
lb. and 100 lb. bags. Available in 50
lb. bags are crushed, cracked and
rolled/fl aked wheat. White Whole
Wheat is also available.
Discover the North Dakota Difference
Call 1-800-538-7721 * www.ndmill.com
26 - JANUARY 2022
FSSC 22000 CERTIFIED
starting with an extensive research process to dive deep into what
consumers are looking for and how we can apply it to our sprouted
whole grain breads, " said Jamie Duklas, marketing executive at
Angelic Bakehouse. " It was an incredibly large and labor-intensive
undertaking, and we are very proud of the outcome. The best part is
hearing how much consumers love our new bread. "
The consumer research found that 64% of hyper-premium bread
buyers think taste is a top purchase consideration, followed by
ingredient claims (56%) and health claims (52%). As a result, Angelic
Bakehouse updated its entire bread collection (Whole Grain, Raisin
Wheat, Whole Grain Rye, Wheat, Reduced Sodium Bread and No
Added Salt Bread) to have a stronger taste appeal, more nutrition and
a larger bread slice.
The new bread embodies what consumers already love about
Angelic Bakehouse is its whole grains (18g per serving), higher protein
(5g per serving) and fiber content (3g per serving), but with a naturally
sweeter taste and a moister texture due to Angelic Bakehouse's
proprietary sprouting process. Its bread is also vegan, allergenfriendly
(including dairy, soy, nuts and sesame) and made with clean,
non-GMO ingredients.
ANGELIC BAKEHOUSE
http://www.ndmill.com
Supermarket Perimeter - January 2022

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