bake - September 2014 - 42

Pretzels in the STL
St. Louis, MO, has seen a surge in microbreweries in the

grocery stores during that part of the rotation in the program.

recent past. Some say it might have something to do with the

"It just absolutely blew up for us that October," Allen says. "It

Anheuser Busch sale to Belgian brewer, InBev SA. This might

just really hit at the right time and we've been making pretzels

have opened the door for aggressive growth in the area and

ever since."

region. Whether the sale of Anheuser Busch has anything to
do with it or not one thing is clear, microbreweries have grown.

Real Bavarian

They all have tasting rooms and inside are pretzels.

True Bavarian style pretzels differ from the usual pretzels that
most shoppers have become accustomed in that they have an

"Every tasting room that we see in St. Louis includes either

interesting step in the process. "A true Bavarian pretzel needs

pretzel sticks or a larger twisted pretzel," says Josh Allen,

a caustic soda bath and it's a dangerous and messy process,"

founder of Companion Bakery in St. Louis, "and they've been

Allen says.

really excited to see a true Bavarian style pretzel as opposed
to what I think has been out there for a long time which is the

When Companion first started making the pretzels, it was just

super pretzel or stadium style pretzel."

plastic aprons and masks. "We were just dipping into bus tubs
full of lye and it was a mess and a little bit frightening," he adds.

How It Started
Companion started its pretzel category about four years ago

Eventually Companion invested in a dip tank to streamline the

through a collaborative chef program with chefs in the St. Louis

process and make it safer on its staff. This made a big piece of

area. "It was almost like a seasonal bread program where we

pretzel production smoother. "Not only is it a big piece of the

would tie a bread to a particular chef and they would help us

expense, but there is some concern for your employees in that

come up with a bread and then have a dish on their menu,"

process," Allen says, "but you can't really duplicate the process

Allen says.

any other way."

One particular chef involved with the program drew the month

Marketing and Promotion

of October. The chef really wanted to do something with a

Originally the only marketing done on the pretzels was what

pretzel for the Oktoberfest celebration.

was already involved for the monthly collaboration project with
area chefs. "There would be some signage, we'd do a video

Companion developed the true Bavarian style pretzel for the

recipe and an ad with the chefs," Allen says, "but we didn't do

chef, and in conjunction with the program, made it available to

anything more for the pretzels than we had done for the other

42 < SEP 2014 | bakemag.com



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bake - September 2014

Table of Contents for the Digital Edition of bake - September 2014

BakeMark's Panaderia - September 2014
CARTA DE INTRODUCCIÓN - Nuevas Tendencias de Sabores
INTRODUCTORY LETTER - New Trends in Flavors
PAN Y HORNEO - Planeando Para La Temporada de Fiesta
PASTELES Y DECORACIONES - Decorando con Chocolate
Tendencias de Sabor en América
TENDENCIAS DEL CONSUMIDOR - Tendencias de la Población y de la Fuerza Laboral
PERFILES - Rancho Markets
PERFILES - Panadería Flores
RECETAS DESTACADAS
PRODUCTOS DESTACADOS - Productos con mejor resultado por BakeMark
BREADS AND BAKING - Planning Ahead for the Holidays
CAKES AND DECORATING - Decorating with Chocolate
Flavor Trends in America
SHOPPERS INSIGHT - Population and Workforce Trends
PROFILES - Rancho Markets
PROFILES - Panadería Flores
FEATURED RECIPES
bake - September 2014 - 1
bake - September 2014 - 2
bake - September 2014 - 3
bake - September 2014 - 4
bake - September 2014 - 5
bake - September 2014 - 6
bake - September 2014 - 7
bake - September 2014 - 8
bake - September 2014 - 9
bake - September 2014 - 10
bake - September 2014 - 11
bake - September 2014 - 12
bake - September 2014 - 13
bake - September 2014 - 14
bake - September 2014 - 15
bake - September 2014 - 16
bake - September 2014 - 17
bake - September 2014 - 18
bake - September 2014 - 19
bake - September 2014 - 20
bake - September 2014 - 21
bake - September 2014 - 22
bake - September 2014 - 23
bake - September 2014 - 24
bake - September 2014 - 25
bake - September 2014 - 26
bake - September 2014 - 27
bake - September 2014 - 28
bake - September 2014 - 29
bake - September 2014 - 30
bake - September 2014 - 31
bake - September 2014 - 32
bake - September 2014 - 33
bake - September 2014 - 34
bake - September 2014 - 35
bake - September 2014 - 36
bake - September 2014 - 37
bake - September 2014 - 38
bake - September 2014 - 39
bake - September 2014 - 40
bake - September 2014 - 41
bake - September 2014 - 42
bake - September 2014 - 43
bake - September 2014 - 44
bake - September 2014 - 45
bake - September 2014 - 46
bake - September 2014 - 47
bake - September 2014 - 48
bake - September 2014 - 49
bake - September 2014 - 50
bake - September 2014 - 51
bake - September 2014 - 52
bake - September 2014 - 53
bake - September 2014 - 54
bake - September 2014 - 55
bake - September 2014 - 56
bake - September 2014 - 57
bake - September 2014 - 58
bake - September 2014 - 59
bake - September 2014 - 60
bake - September 2014 - 61
bake - September 2014 - 62
bake - September 2014 - 63
bake - September 2014 - 64
bake - September 2014 - 65
bake - September 2014 - 66
bake - September 2014 - 67
bake - September 2014 - 68
bake - September 2014 - 69
bake - September 2014 - 70
bake - September 2014 - BakeMark's Panaderia - September 2014
bake - September 2014 - PAN2
bake - September 2014 - CARTA DE INTRODUCCIÓN - Nuevas Tendencias de Sabores
bake - September 2014 - INTRODUCTORY LETTER - New Trends in Flavors
bake - September 2014 - PAN5
bake - September 2014 - PAN Y HORNEO - Planeando Para La Temporada de Fiesta
bake - September 2014 - PAN7
bake - September 2014 - PAN8
bake - September 2014 - PAN9
bake - September 2014 - PASTELES Y DECORACIONES - Decorando con Chocolate
bake - September 2014 - PAN11
bake - September 2014 - PAN12
bake - September 2014 - PAN13
bake - September 2014 - Tendencias de Sabor en América
bake - September 2014 - PAN15
bake - September 2014 - PAN16
bake - September 2014 - PAN17
bake - September 2014 - PAN18
bake - September 2014 - PAN19
bake - September 2014 - TENDENCIAS DEL CONSUMIDOR - Tendencias de la Población y de la Fuerza Laboral
bake - September 2014 - PAN21
bake - September 2014 - PERFILES - Rancho Markets
bake - September 2014 - PAN23
bake - September 2014 - PAN24
bake - September 2014 - PAN25
bake - September 2014 - PERFILES - Panadería Flores
bake - September 2014 - PAN27
bake - September 2014 - PAN28
bake - September 2014 - PAN29
bake - September 2014 - RECETAS DESTACADAS
bake - September 2014 - PAN31
bake - September 2014 - PRODUCTOS DESTACADOS - Productos con mejor resultado por BakeMark
bake - September 2014 - PAN33
bake - September 2014 - BREADS AND BAKING - Planning Ahead for the Holidays
bake - September 2014 - PAN35
bake - September 2014 - CAKES AND DECORATING - Decorating with Chocolate
bake - September 2014 - PAN37
bake - September 2014 - Flavor Trends in America
bake - September 2014 - PAN39
bake - September 2014 - SHOPPERS INSIGHT - Population and Workforce Trends
bake - September 2014 - PAN41
bake - September 2014 - PROFILES - Rancho Markets
bake - September 2014 - PAN43
bake - September 2014 - PAN44
bake - September 2014 - PAN45
bake - September 2014 - PROFILES - Panadería Flores
bake - September 2014 - PAN47
bake - September 2014 - PAN48
bake - September 2014 - PAN49
bake - September 2014 - FEATURED RECIPES
bake - September 2014 - PAN51
bake - September 2014 - PAN52
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