Turning around a stale bread market

Healthy Nordic thin breads with reduced wheat flour could be one way to the consumer’s heart.

By Stine Møller, senior scientist and sensory lab manager

By Jan Charles Hansen, principal application specialist, bakery

Traditional wheat-based bread is facing a tough time in Europe. From being a dietary staple, today it is seen in an increasingly negative light by consumers concerned about the content of additives, salt, fat, gluten and carbohydrates. 

According to the market researchers at Mintel, value sales of packaged bread fell 5.3% in the UK alone in 2013-2015. Across the European bakery segment, the forecast is negative growth up to 2020.

The challenge for the bakery industry is to find new ways to reach out to consumers. Many of the big brands are already taking the first steps. Their strategy is to appeal to the one thing that concerns Western consumers most – their health.

Nordic inspiration
At DuPont, we have accommodated this by setting a healthy direction for our development work. With inspiration from the Nordic region, our bakery team has explored some opportunities with thin bread – a soft, dimpled product with a thickness between that of toast bread and tortillas. The product has been a firm favorite for years in Sweden and Finland, where consumers treat it as a sandwich bread.

Our idea was to develop a thin bread concept with a flour content comprising 50% Nordic grains – oats, buckwheat and barley. High in fiber and other important nutrients, such as heart-healthy beta-glucans, these grains give the bread’s nutritional profile an instant boost. Their inclusion also reduces the refined wheat flour to just 50%.

The problem with dryness
In the past, the large surface area of Nordic thin breads has led to rapid dryness. So, for a long time, manufacturers distributed the thin breads frozen to maintain their freshness until thawing prior to sale. Today, the availability of fresh-keeping enzymes means freezing is no longer necessary as the flatbreads can keep their fresh feel for up to 14 days.

Our work with enzymes and emulsifiers for tortillas, which also need to stay soft and flexible during ambient storage, gives us a good starting point when looking at thin breads. The main difference is that the thin bread dough is yeast raised and requires a proofing step during production – in other words, thin breads are more like bread than tortillas.

A fresh-keeping combination
Because of the high staling speed, the enzyme-emulsifier combination has to work a little harder than in tortillas. We have obtained the best result using a powerful fresh-keeping enzyme with two vegetable-based emulsifiersXanthan gum is added to support processing efficiency.

Our application trials have demonstrated that producing a healthy Nordic-style thin bread is straightforward – making it one idea that could tempt consumers back to store bakery shelves.

We tested POWERBake® Thins and GRINDSTED® Xanthan from the DuPont™ Danisco® range.

 

The spider diagram illustrates the findings from a sensory analysis of Nordic thin breads made with a combination of oat, buckwheat and barley. After seven days in storage, trial three was found to have the best softness, taste and bite.

Healthy Bakery Solutions

iStock-488307118.png

Sprouted wheat grains are enjoying a revival as a trendy and nutritious alternative to refined wheat flour. According to the Whole Grains Council, sprouted grains are even healthier than whole grains, which for years have been promoted as a prime source of fibre and other nutrients.

Bakery-Market-Trends-page-hero.png

Bread prices have come under huge pressure in European markets where discount supermarket chains have revolutionised the retail grocery landscape in recent times. Along with the free-falling bread consumption that some markets face, this has created serious issues for industrial bakers.

biscuits_CPH4261.jpg.png

Sometimes the inspiration for new bakery concepts comes when you least expect it – and least of all when attending a university seminar on brewing beer. Nevertheless, it was a story about ancient Mesopotamian beer that inspired our concept for a nutritious breakfast biscuit called bappir.

tortilla_woman_eating.png

Market data from Mintel shows that new tortilla and wrap products accounted for more than 25% of all new product launches in the bread segment in 2015 – a figure that reflects several years of continuous growth. Wraps are particularly popular among younger consumers and consumers on high incomes.

iStock-466860892.png

Every balanced diet needs a good portion of carbohydrates. The recommendation of the European Food Safety Authority is that carbohydrates should account for 45-60% of our total energy intake.

iStock-666359576.png

If you don’t want your bread products to compete on price alone, you’ve got to focus on quality – and tempt consumers with a good taste, health benefits and an artisanal look.

Dietary-fibers-2.png

Satiety is the new word in lifestyle weight management. We’ve been exploring the consumer trends behind some of today’s bakery opportunities.

Howaru-shape-2.png

A growing number of studies show consumers stay fuller for longer and eat less after a fiber and protein-enriched snack.

Nutrition_bars_meet_the_bakery.jpg

Jan Charles Hansen and Joern Gravgaard explain why baked nutrition bars are a good opportunity, how to make them and what to add to get healthier products with a great taste and texture.

iStock-503135405.png

The popular nutrition bar is now a good business proposition for industrial bakers.

man-shopping-label.png

On-pack health and nutrition claims are strictly controlled in the EU. Here’s what’s possible.

GRINDSTED-STS-SMS-1.png

Wholemeal and protein are a difficult combination in industrial bread. An unexpected solution can make it work for the weight management market.

iStock-636001464.png

Biscuits and muffins may lead to fewer daily calories if they are a source of protein and fiber. We look at the recipe issues and how to overcome them.

Biovia-1.png

New opportunities are shaking up old perceptions of high-fibre wheat bread as a heavy, compact phenomenon that belongs to the niche health segment. Today it is possible to make nutritious 100% wholemeal bread that meets all the quality expectations of the mainstream market.

csm_health-fibre-gap-960x420_848b466d6b_31181e37e0.png

Consumers know fibre is good, but not always how to get more of it in their diet. New fibre breads could make the difference.

iStock-617354866.png

If consumers are reluctant to change their habits, you have to work with the habits they’ve got.

iStock-639495144.png

Replacing gluten is easier said than done, but progress is being made.

csm_health-acerola-960x420_322105e968_00409a26f3.png

Does a super fruit have the muscle to strengthen bread dough? We take a look.

Video-The-label-friendly-secret-of-wholemeal-appeal.png

Jan Charles Hansen describes how a new enzyme complex makes softer, bigger wholemeal bread with a cleaner label.

iStock-468563712.png

Whole grain alternatives to wheat open doors to high-fibre bread that consumers will notice.

csm_health-know-your-flour-960x420_d24d1f1152_140613cc40.png

Gluten quality makes all the difference for good and healthy bread time after time.

Get Started

DuPont cares about your privacy. Your personal information (name, email, phone number and other contact data) will be stored in chosen customer systems primarily hosted in the United States. This information will be used by DuPont, its affiliates, partners, and selected third parties in other countries to provide you with the product or service information requested. To learn more, please visit www.privacy.dupont.com. By providing your personal information, you agree to the terms and conditions of this Privacy Statement.

 
 
 
/content/dupont/amer/us/en/nutrition-biosciences/references/contact-us.html /content/dupont/amer/us/en/nutrition-biosciences/references/corporate-contact-us.html /content/dupont/amer/us/en/nutrition-biosciences/references/subscribe.html