Supermarket Perimeter - January 2022 - 27

new bread is not the first consumer-driven change it has made to its
products. Angelic Bakehouse recently launched low-sodium versions of
its bread, wraps and pizza crusts, including the Reduced Sodium Wraps,
Reduced Sodium Bread and Reduced Sodium Flatzza Crusts, which
have become top sellers.
Driving whole grain consumption
The 2021 Whole Grains Consumer Insights Survey found that the
vast majority of consumers (88%) are most likely to consume
whole grains when eating at home. With half of American
consumers reporting that they are eating more home-cooked
meals as a result of the pandemic, it seems only natural that 1 in
5 consumers says they are also eating more whole grains now
" Knowing taste is the most important purchase
driver for hyper-premium bread, we made two
major changes to enhance our bread's sweetness.
One was fine-tuning our proprietary sprouting process to
uncover a sweeter profile in the grains. The second was switching from
agave to brown sugar to provide a sweeter aftertaste. This resulted in a
naturally sweeter whole grain bread without the bitterness often found
with wheat, " said George Psaris, plant manager at Angelic Bakehouse.
In addition to bread, Angelic Bakehouse offers other sprouted whole
grain products, including wraps, pizza crusts, buns and crackers.
The brand strives to continually exceed consumer demands, and the
than they did before the pandemic.
Increasingly, sustainability is a motivation for choosing
whole grains.
Two-thirds of consumers consider whole grains to be sustainable
and environmentally friendly. In 2018, when the Oldways Whole Grains
Council surveyed consumers, 12% said that sustainability was one of
the reasons they choose whole grain options. This number is rising
quickly, with 19% of consumers now reporting that sustainability is a
factor in choosing whole grains. Among young consumers (Gen Z and
Millennials) this is an even stronger motivator - 26% cite sustainability in
their decision making.
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Supermarket Perimeter - January 2022

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