Honey Matters in Better-for-You Breads

Few foods inspire passion the way bread does. In today’s crowded market full of the next best thing, bread has had its mainstay as a staple purchase. In a Tasty Trends and Better For You Breads Snack Food & Wholesale Bakery webinar, Richard Charpentier, owner and chief executive officer of Baking Innovation, said that 95% of Americans buy bread weekly, but it might not necessarily be the same bread. Consumers are tiring of everyday bread shelved on the perimeter of the grocery store, leading to more diversity in products than he’s seen in 30 years. This has led to innovation toward segmented categories based on a more informed consumer base. How are they eating their bread (sandwiches, toast)? How do they want to spend their daily calories/carb intake? What ingredients are they putting in their body, including sugars? That last question has more brands turning to honey, an all-natural sweetener that delivers better-for-you appeal within an expanding product catalogue.

Bringing the Better-for-You Band Together

High protein, whole grain, low carb, keto, dietary fiber, probiotics: Whatever keywords consumers are looking for, they all essentially belong to one group: better-for-you. Thanks to GLP-1 (is it a fad; is it a mainstay?), consumers are seeking high protein breads. Bread makers are experimenting with fava proteins, pea proteins, soy proteins, pumpkin protein, mushroom proteins, legumes, etc. “Every pulse of vegetables or legumes can be extracted to get protein. We never thought of baking with added protein, but why not?” Charpentier mused. “What’s old is new and the other way around.” Consumers still want good quality, whole grain fiber-rich breads, whole rye breads, with added functionality.