instore - November 2017 - 11

merchandising

the naan category include organic naan and Naan Dippers, bite-size
pieces of naan (about 20 per bag) packed in a 7-ounce container, says
Jim Gibson, vice president of marketing and category development.
Naan Dippers are best marketed in refrigerated deli cases near dips,
with which they're a natural fit, Gibson says.
Demand for Stonefire's naan has been surging, and the company has
added many other new products in the past two years, Gibson says.
"The conversion rates (for naan) are among the highest I've ever seen in
my career. People are looking for unique and different products."
One thing that separates Stonefire from its competitors, Gibson says,
is the company's commitment to authentic production techniques.
Stonefire uses a patented baking technology that replicates the
conditions of a traditional tandoor oven, baking naan at temperatures
exceeding 900 degrees. That produces a soft and bubbly texture that
consumers love, he says.

In the past five years, Toufayan has rolled out healthier versions of many
of its flatbreads, including new organic products.

And Stonefire's naan isn't just for dinner anymore, Gibson says. It pairs
well with breakfast items and goes great with chili, for example. "Our
whole objective is to inspire consumers for all uses, including day
parts," he says.

four flavors, organic pitas and wraps and even the only organic naan
breads on the market," she says.

Also new for Stonefire is its appetizer flatbread, introduced within
the past year, Gibson says. "It took two years to develop to create the
perfect bite," he says. The product's rectangular shape is perfect for
appetizers or as a base for homemade pizza.

In addition to health-related reasons, flatbreads are gaining market
share, Toufayan says, as more consumers expand their horizons and
experiment with foods they might not be as familiar with. Increased
demand for naan, a traditional Indian bread, is a prime example.

All of Stonefire's products are being marketed in new packaging,
Gibson says. The redesigned packs better highlight the Stonefire brand
and feature three to five usage ideas per pack that are heavy on visuals
and light on text. That's designed, Gibson says, for consumers who want
ideas but aren't interested in following a recipe word for word. "We
want it to be inspiring, not prescriptive."

"We're seeing a rise in flatbreads because they represent a change of
pace to traditional breads and provide consumers with a unique taste
and texture experience that is also convenient," she says.

Healthier alternatives

With the rise of the 'international' food experience, she adds,
consumers want to explore a wider variety of foods. Flatbreads provide
a way to experience the foods of various ethnicities in a familiar, lowrisk format.

Ridgefield, New Jersey-based Toufayan Bakeries offers a variety of
both traditional flatbreads and other products - pitas, wraps, naan,
lavash - it also puts in the flatbread category, says Karen Toufayan, the
company's vice president of sales and marketing.

Toufayan Bakeries' most recent additions to its flatbread product
lineup include Organic Sprouted Whole Wheat versions of its popular
pitas, wraps and smart pockets; and Organic Naan in traditional and
garlic flavors.

Three varieties make up the traditional category: Wholesome
Wheat, Hearty White and Corn and Jalapeno. All are hearth-baked
and have 8 or 9 grams of protein and no cholesterol or trans fats.
Toufayan Bakeries' product mix has changed in recent years to reflect
consumers' different dietary requirements. Toufayan says.

A heavy investment in R&D and equipment has helped Toufayan
Bakeries develop unique products like its gluten-free line, separating it
from its competitors, Toufayan says.

"Over the past five years we have developed a range of 'healthier'
versions of our traditional flatbreads, including gluten-free wraps in

Another differentiator, she says, is the company's commitment to freshness. In addition to its Ridgefield headquarters, Toufayan Bakeries has
bakeries in two Florida cities, Orlando and Plant City, to ensure that
products get on shelves quickly.

instore * NOVEMBER 2017 * 11

Table of Contents for the Digital Edition of instore - November 2017