The future of bread is in serving better-tasting options, says Délifrance, because the interest is there from customers. The conclusion comes from the brand's new report "Prove it – a bread focus".
Délifrance has noted a marked recent increase in consumer interest in flours and flavours – consumption of buckwheat, spelt and rye flour have all shown increases, while sales of breads made with wholegrain spelt and coconut flour both almost trebled.
"Consumers have been buying more premium breads – sourdough, Italian-style, breads with inclusions, and premium rolls," said marketing manager Stéphanie Brillouet. "When they become guests themselves, they will expect similar options. Venues can use bread either to create a more premium dining experience, or to make a limited menu more versatile."
Of consumers surveyed, 26% said they eat less bread than before, mostly citing weight-watching reasons but with many saying bread is hard to digest. Those who do eat bread gave encouraging responses towards healthier options, with 40% of respondents saying they would eat more bread rich in fibre, 38% would choose bread with extra grains, and 20% said they would eat breads that were lower in salt and higher in protein.
Délifrance has also launched its All Taste, No Waste project, to encourage creative use of end-of-service leftovers. The campaign encourages the ‘upcycling' of unused bread or viennoiserie to create new saleable items, with example recipes including brownies created from unsold pains au chocolat, garlic bread from baguettes, or simply adding flavoured cream and crunch to a croissant.