Bakery still rising, despite carb concern - food&consumables - Fresh Foods Inc

Big changes are coming in the bread business, but Atkins or no, don't expect the business in this sort of loaf to grow lazy. Wellness is having a big impact on the category, but that's not the only issue that's putting a rise in bakery.

Don't expect the Atkins craze to necessarily throw a monkey wrench into the growth of bakery products. For one thing, bakery products don't necessarily clash with low-carb diets. For another, some nutritionally concerned consumers--and a large proportion of the nutritional establishment--are low-carb hostile.Many bakery suppliers are looking to offer products that address critical health concerns. Voortman Cookies, for example, is in the process of eliminating trans fatty acids from all its products. "By the middle of April, we'll be totally switched over to 100% non trans fat," said Harry Voortman, president.The International Dairy, Dell and Bakery Association said in a report that annual double-digit growth in natural foods makes organic bakery products one of several key segments to consider--even if demand varies by market. In 2001, the association noted, about $923 million of organic breads and grains were sold at retail.IDDBA notes that developing and promoting a signature line of baked goods can boost sales. Wal-Mart recently added Prima Della baguettes in a special fixture to its service department sales floor, and Bruce Peterson, senior vp, gmm, perishables, said that bread, particularly whole grains, have been good sellers for Wal-Mart, enough so that the retailer expects to be expanding its line of fresh breads. "We have a trick or two up our sleeves," he said.In the meantime, vendors and retailers have demonstrated that they can react swiftly to changes in consumer preference. Atkins and others have introduced low-carb bread mixes. Online suppliers are particularly plentiful and creative. For example, Lifestylebread.com offers organic sprouted grain low-carb bread--four grams of carbohydrates per slice--for $4.50 per loaf, which drops to $3.97 per loaf when shoppers order a 6-, 12- or 18-loaf case, UPS shipping included.However, the biggest wellness issues for many bakery shoppers aren't either Atkins or organics.Nancy Chagares, vp of fresh foods at Jewel/Osco, said that despite all the concerns and dietary fads, bakery is an area that has lots of loyal customers, who may or may not be driven by nutritional concerns. For those interested in low-carb diets, vendors are responding with product. However, she noted that if you look at the growth of Krispy Kreme--and Jewel has a fresh donut program with the company--folks continue to buy bakery products for pure pleasure. "We've enjoyed continued growth in bakery," she said. "The world has not stopped eating bread."

Nancy Chagares, vp of fresh foods at Jewel/Osco, said that despite all the concerns and dietary fads, bakery is an area that has lots of loyal customers, who may or may not be driven by nutritional concerns. For those interested in low-carb diets, vendors are responding with product. However, she noted that if you look at the growth of Krispy Kreme--and Jewel has a fresh donut program with the company--folks continue to buy bakery products for pure pleasure. "We've enjoyed continued growth in bakery," she said. "The world has not stopped eating bread."