Baking & Snack - October 2008 - 42

LOW
O
S DIUM

FULL SERVING

OF WHOLE

GRAIN
NS
S

PREMIUM BREAD

45

Compelling
CLAIMS
Premium breads making health and
wellness claims assert increasing
appeal among consumers.

OME

ENRICGHA-3
ED

BY JENNIFER BARNETT FOX
n today's marketplace, brand loyalty is only as strong
as the last purchase. An untimely recall or haphazard
marketing plan can leave product languishing on
the shelves. In an effort to differentiate products and
catch the eye of health-conscious consumers, manufacturers of premium bread are calling out high-quality
ingredients and health claims on packaging and at
point of sale. Continuing its successful transition from
food staple to functional food, premium bread has
become a perfect vehicle for health claims.
Mintel, a Chicago, IL-based research organization,
classifies health claims as direct (relating to the food
itself), indirect (relating to the ingredients in the
food) or implied (giving an overall impression using
endorsement logos or symbols). Claims, along with
the science and certification behind them, continue
to grow in importance as consumers become savvy in
matters of health and label reading. According to Supermarket Guru Phil Lempert and The Nielsen Co.,
New York, NY, claims of natural or a reduction/elimination of fat, calories, sodium or preservatives top
the list with the greatest overall grocery sales totaling
$115.4 billion. Manufacturers of premium bread are
also experiencing sales growth from those same claims
with $7.7 billion in sales (see "Claims Making Their
Mark," Page 51).

I

HEALTH INDUCED. Kasseler Foods, Mississauga, ON,
uses Old World methods and innovative research to
produce Erich's Extraordinary Organic Whole Grain
breads. Available in New York-style Pumpernickel and
Golden Flaxseed Rye varieties, Kasseler's Europeanstyle bread is low in sodium and enriched with omega-3,
vitamin B12 and 11 g of fiber per slice. "With a root
in tried-and-true Central European baking traditions,
we've created the highest level of nutrition we could

GOODE
SOURC
ER
OF FIB

ᮡ With 11 g of fiber per slice, Erich's Extraordinary Bread can be part of a diet
high in insoluble fiber, which has been recognized to reduce the risk of breast
and colon cancers.
KASSELER FOODS

October 2008 / BAKING & SNACK



Baking & Snack - October 2008

Table of Contents for the Digital Edition of Baking & Snack - October 2008

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