Bread is back: Better-for-you, artisanal and take-and-bake options coax consumers to back to the bakery

At the Summer Fancy Food Show in New York City, several startups and new brands showcased better-for-you breads that are meeting consumer demand for simple ingredients, minimal processing, functional benefits and on-trend flavors. They also displayed take-and-bake and artisanal products that meet shoppers’ desire for products that feel homemade but are convenient and customizable.

For example, Croatian food-tech company Boogie Lab blends traditional sourdough bread making techniques with proprietary artificial intelligence fermentation technology to precisely control the baking process and ensure consistent quality and an end product that it says supports gut-health and weight management – bucking the oft-held belief that bread brings on bloating or packs on the pounds.

“For years we were told that bread is not good for you. That it is high in carbs. That it will make us bloat or gain weight. But I eat this bread every single day and I do not bloat and I am not gaining weight,” Brelynn Gonsales with Boogie Lab USA told FoodNavigator-USA.

She explained that Boogie Lab’s sourdough bread stands out from the competition because it is “type one” sourdough, which means it is made with only water, flour and salt and undergoes a tightly controlled and patent-pending fermentation process that fosters “bacteria that is good for your gut,” and which has a lower glycemic index so that it will not spike blood sugar levels.

Likewise, she said, Boogie Bread is satiating so people feel full from eating it and are less likely to “keep eating and eating and eating,” like with other breads, which can lead to weight gain.

Royo Bread Company also believes basic is best when it comes to the ingredients in its bread, bagels and rolls, and by offering clean-label, high-fiber options the startup is empowering consumers to reintroduce better-for-you baked goods into their diet without worrying about empty or extra calories.

“Consumers are becoming more and more educated as to what they want to put in their bodies,” and they are seeing natural products with ingredients they recognize and reduced sugar, company co-founder Doreen Siboni said.

“What makes us different is we are made with super clean ingredients. We are made with flaxseed, psyllium husk, and oat fiber,” which means Royo breads are higher in fiber, lower in net carbs and lower in calories, she said.

“Our primary callout is 70 calories. So, we are a low calorie company. And then the second callout is 5 grams of net carbs. … And then, thirdly, we have 10 grams of protein in our bagel, which is super exciting to talk about” because “protein keeps you full, it keeps your muscle mass strong and it is something that you will need as you age,” she said.

Committed to making healthier baked goods, Royo Bread Co. does not compromise on taste, Siboni added.

“We have seven SKUs. Our No. 1 best seller is our low carb artisan bread. Our second best seller is our everything bagel. And then moving down the list, we sell all types of flavors of bagels, but we also sell burger buns – so perfect for grilling season. And we also sell challah rolls,” she said.

Artisanal, take-and-bake breads rise as a convenient, customizable option​

Another rising trend within bread spotted at the Fancy Food Show was a broader selection of flavor-forward, artisanal and take-and-bake breads that are convenient, yet customizable.

“Artisan bread is growing and continues to grow for many, many years now,” because consumers perceive it has healthier, more natural and more flavorful, explained Ben Rizzitello, VP of marketing at The Avocado Bread Company, which debuted at the Fancy Food Show and was created in the kitchen of Anthony & Sons – a New Jersey-based Italian bakery.

“The Avocado Bread Company developed this bread about a year and a half ago. And what we did was we added fresh avocados into a mix of seeds and grains. And because avocado really does not have a flavor, we added guacamole spices,” to offer consumers a product that has a novel flavor and healthy fats, Rizzitello said.

The young brand started with a traditional sliced loaf, but it also offers a ciabatta artisanal style bread made with avocados, he said.

He added that The Avocado Bread Company’s artisanal offerings are take-and-bake, which gives consumers a freshly baked experience when they are ready to eat.

“Our take-and-bake does not require for it to be browned off, where the average take-and-bake does. We are only asking the consumer to crisp up the crust. So it is anywhere between three to five minutes,” whereas competitors require longer, he added.

Boogie Lab also offers par-baked breads and rolls, which Gonsales says is gaining traction as a trend because it gives consumers control and the ability to tailor products to their liking.

“What is great about our products is that you can control how you want your end product to come out. So some people like their bread to be a little bit on the softer side, and some people love that crunch and that crisp,” she said.

She also noted par-baked allows consumers to “eat it whenever you need it,” which reduces food waste and offers added convenience.