Supermarket Perimeter - October 2024 - 28

Bakery
Vegan
PLANT-BASED FOODS INCREASINGLY CHECK THE BOX for
consumers looking for flexibility, sustainability and better health.
The journey toward healthier eating is multifaceted. Many foods can
play a role in a healthier diet, but personal values increasingly drive food
shopping decisions for many consumers. The age-old concept of Food
as Medicine continues to resonate as multiple generations use food as
a way to prevent illness, strengthen immunity and sustain a high quality
of life for longer.
FMI - The Food Industry Association (FMI), Arlington, Va., found that
one-half of consumers claim to follow at least one dietary approach
to eating for better health. Plus, 20% of U.S. adults consume food and
beverages to manage conditions, according to The Great Wellness
Reset, Hartman Group, Bellevue, Wash.
Many dietary approaches are conducive to the inclusion of plantbased
foods, offering consumers flexibility in achieving a healthy diet.
Research from Rich Food's Who's Powering Plant-Based Demand found
that 30% of Millennials and 60% of Gen Z are trying to eat more plantbased
foods.
Differentiation: vegan vs. plant-based
The audience for plant-based can be different from those looking
for vegan products. A plant-based food containing animal products
fits the bill for a wider, health- and nutrition-focused audience, while
vegan might be more appropriate for those who are making a broader
ethical and lifestyle commitment, said Brie Buenning, senior director of
marketing, La Brea Bakery, Los Angeles.
At its core, bread is vegan - flour, water, yeast and salt, making most
of the La Brea Bakery artisan bread portfolio vegan since the brand's
founding in 1989. As plant-based diets continued to grow, especially
among younger demographics, the company made the decision to
highlight this on its packaging and in its communication.
In 2023, the company introduced a new La Brea Bakery plant-based
brioche bun for foodservice, including supermarket delis. The R&D
team developed a brioche bun baked without eggs and dairy products,
the ingredients that traditionally give brioche its hallmark flavor and
texture. This option allows operators to offer one bun that could be
used for meat-based or plant-based offerings without compromising
on the quality and taste consumers expect from a brioche bun. The
28 - OCTOBER 2024
supermarketperimeter.com
By
Jennifer
Barnett
Fox
plant-based brioche enabled operators to meet consumer needs in
an environment of labor shortages, inflationary pressures and the
aftermath of the pandemic, Buenning said.
La Brea Bakery chooses to differentiate between its vegan and plantbased
products.
" We have found that vegan can be polarizing, so depending on the
product and its attributes, we may switch to plant based as it is more
acceptable, especially among consumers who do like meat, but tend to
be more flexible in their daily diets. "
La Brea Bakery
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Supermarket Perimeter - October 2024

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