Portable breakfast foods more prevalent in bakery market
Though breakfast is considered the most important meal of the day, you wouldn’t know it by the way many people bypass it. Now, it’s becoming easier to eat on-the-run as more bakers and breakfast food manufacturers add grab-and-go products to their offerings.
While many people say breakfast is the most important meal of the day, most just simply can’t make time for it. To capture more of this market, many bakers and makers of breakfast foods are finding ways to offer this important meal to consumers quickly and conveniently.
“For a time, people were more likely to skip breakfast and just grab coffee,” states Greg Toufayan vice president of operations for Toufayan Bakeries, Ridgefield, N.J. “Health and nutrition professionals really recommend having a good, solid breakfast to help keep blood sugar levels steady throughout the day.”
If a solid breakfast means eggs, consumers can enclose them in one of Toufayan’s wraps for a protein-packed, on-the-run meal. “Wraps are becoming a popular at-home breakfast recipe, so we expanded our line and offer varieties including gluten-free,” says Toufayan. “Increasingly, our wraps are a favorite for breakfast; an egg wrap is so easy to make and take and customize with other favorite toppings.”
Toufayan’s wraps are available in Gluten-Free Original, Savory Tomato, Garden Vegetable and Spinach as well as standard Whole Wheat, Sun Dried Tomato, Plain, Garlic Pesto, Savory Spinach and Low-Carb Low-Sodium.
For consumers looking for a more standard breakfast option, Toufayan also offers a variety of bagels, including Plain, Cinnamon Raisin, Blueberry, Onion, Everything and Wheat. The company also makes Smart Bagels, a 100-calorie option for the dieter, in Whole Wheat, Everything, Plain and Cinnamon Raisin. And kids can enjoy the bakery’s Mini Bagels in Plain, Cinnamon Raisin and Wheat, along with Mini Croissants in Plain and Chocolate.
Shaking things up
Baked goods are a major part of the breakfast category. While standards like toast, bagels and buns have been around for quite sometime, Ozery Bakery is intent on shaking things up a bit.
“Ozery has brought a whole new bread choice to the breakfast aisle with new Morning Rounds fruit and grain buns,” states Guy Ozery, president of the Vaughan, Ontario, bakery. “Incredibly moist and made with a variety of healthy grains, whole oats, real fruit, seeds and muesli, Morning Rounds are an easy morning ‘breakfast grab,’ with a big satisfaction payoff.”
Available in Muesli, Apple Cinnamon, Cranberry Orange and new Date and Chia, Morning Rounds are low in fat and sodium and are free of artificial preservatives and genetically modified organisms (GMOs).
“We created Morning Rounds because we felt there was a real need in the breakfast market for a wholesome, all-natural bread that delivered taste and health conveniently,” states Ozery. “Morning Rounds provide a great boost of energy after your morning run and are also great for making French toast or simply toasted and enjoyed on its own with your favorite spread.”
For calorie counters, Ozery offers a 100-calorie OneBun and 70-calorie Snacking Rounds. OneBuns are available in Organic, Whole Wheat, Sprouted and Multigrain, while Snacking Rounds come in Apple Cinnamon, Cranberry Orange and Muesli.
“Consumers are always scanning the options, wondering what will taste best without the guilt,” Ozery states. “Through consumer research and an acute awareness of the desire to be more health conscious, Ozery overcomes this challenge by offering innovative breakfast bread products that entice consumers through their healthier ingredients and great taste.”
Getting a breakfast on-the-go, but still finding something enjoyable, is important to consumers. Carrs Foods International, Manchester, U.K., is bringing an international flair to the morning meal.
“Consumers increasingly recognize the importance of breakfast, understanding the benefits, but appreciating that lifestyle barriers can get in the way,” says Sally Ford, director. “The need for convenient options during the week is unlikely to change, but the range of options and the variety people demand is likely to increase.”
The company recently introduced its new French breakfast line with the launch of St Pierre Brioche and St Pierre Crepes. “Produced in France according to authentic, traditional recipes, there are eight different styles of soft, sweet brioche and two varieties of flavor-filled crepes,” states Ford. “Brioche is the most elegant and indulgent of all French breads.”
Carrs Foods’ brioche product offerings include Brioche Rolls, Brioche loaf, Brioche Swirls and Sharing Brioche, all available in original and Chocolate Chip options.
“The Swirls and Sharing Brioche are an elegant addition to morning coffee and all-day bread and pastry,” says Ford. “Individually wrapped, the Swirls are perfect to grab and go, while the Sharing Brioche is like a cake to enjoy with family and friends, and offers a more indulgent weekday or weekend brunch solution.”
As for the St. Pierre filled crepes, they come in Chocolate, Hazelnut and Strawberry and are individually wrapped for convenience. “St. Pierre Crepes offer a quick and convenient everyday breakfast solution,” says Ford. “Served either warm or straight from the pack, the crepes are also a perfect accompaniment to morning coffee.”
Brioche is becoming a major trend within the breakfast category. Brioche Pasquier US, San Francisco, is also introducing the sweet baked good to the U.S. market. “We are excited to announce our four brioche products,” says Avi H. O’Shaughnessy, marketing manager. “We call it ‘brioche-fast’: breakfast–better with brioche!”
Brioche Pasquier’s new brioche offerings include Brioche Tressee: Slices of brioche loaf; Pain au Lait Rolls; and two types of individually-wrapped brioche rolls called Pitch.
“A short history about the Pitch: The five sons of [founder] Gabriel Pasquier noticed that during their kids’ snack breaks, the kids were sandwiching a chocolate bar within the brioche buns,” explains O’Shaughnessy. “They thought, ‘Why not bake the chocolate in the brioche?’ Using their kids’ inspiration, Brioche Pasquier created this simple, yet delicious treat, perfect for any time of the day and one of France’s favorite treats.”
The Pitch brioche rolls come in Chocolate Chip and Chocolate-filled and can be easily packed without crumbs or mess. The Pitch Chocolate Chip has just 5 g. of sugar—less than many energy bars.
Breakfast biscuits and bars
One company that has been providing an easy, healthful grab-and-go breakfast is Nabisco, East Hanover, N.J., a Mondelez International company. Consumers have been enjoying the company’s belVita crunchy Breakfast Biscuits in Golden Oat, Blueberry, Apple Cinnamon, Cinnamon Brown Sugar and Chocolate; now, they can enjoy a softer version of the product.
“BelVita expanded its portfolio with the launch of its Soft Baked Breakfast Biscuits in August 2013,” states Scott Marcus, senior brand manager. “BelVita Soft Baked Breakfast Biscuits are a nutritious breakfast option, providing satisfying morning energy to start your day off right.”
BelVita Soft Baked Breakfast Biscuits provide 11 g. of whole grain and 5 g. of fiber and are available in Mixed Berry, Oats and Chocolate, Cinnamon and Banana Bread. “Given that consumers are constantly multitasking, they seem to prefer food items that are quick, easy and portable,” says Marcus. “BelVita recognizes the significance of a balanced breakfast and serves as a great breakfast option for on-the-go consumers seeking nutritious and tasty options.”
Many consumers choose to grab a bar, such as General Mills’ Nature Valley bars, for a quick bite to begin their days. In turn, Nature Valley, Minneapolis, is continuously innovating to bring the best on-the-go options for breakfast. It, too, is getting into the breakfast biscuit game.
“New Nature Valley Breakfast Biscuits are a great way to start the day and help make mornings easier and more delicious,” says Kerry DeLaney, marketing manager. “Nature Valley Breakfast Biscuits are designed for people on-the-go who seek a quick and convenient breakfast. They are the first such product from the brand and represent another non-cereal breakfast option from General Mills.”
The biscuits are available in two options, Blueberry and Honey, and offer 26 g. of whole grains per serving.
Of course, Nature Valley is also creating breakfast options in the bar category. It recently introduced its Greek Yogurt Protein Bars.
“Nature Valley Greek Yogurt Protein Bars are a delicious, protein option great for an active lifestyle, offering Nature Valley fans a good source of on-the-go protein,” says DeLaney. “Made with real fruit, crunchy peanuts and almond pieces, the bars offer 10 g. of protein per serving.” The bars are available in Mixed Berry and Strawberry and come in a five-bar carton.
Finally, Nature Valley also offers a loose granola product for consumers interested in eating a handful on-the-go or adding a little crunch to their morning yogurt. “Nature Valley Protein Granola makes it easier to enjoy the taste of Nature Valley anytime, anywhere,” states DeLaney. Available in Cranberry Almond, Oats ’n Honey and Oats ’n Dark Chocolate, the granola contains 10 g. of protein and 22 g. of whole grain per serving.
“At Nature Valley, we know how important it is that consumers have enough energy to do more of the things they love—and having a wholesome breakfast or satisfying snack while they’re busy or on-the-go can be challenging,” says DeLaney. “These three new products will help people take on those busy mornings and refuel later in the day, while making it easier to enjoy the taste of Nature Valley on-the-go.
Creating a travel-ready, protein-packed breakfast option was something that Diamond Foods, San Francisco, found a great opportunity to get into the breakfast segment. It recently introduced Emerald Breakfast on the Go! Yogurt Bites.
“They’re the first Emerald products to combine Emerald nuts with other wholesome breakfast ingredients in a bite-sized cluster,” says Holly Mensch, vice president of research, development and innovation. “They’re a convenient and fun way for consumers to enjoy the real taste of fruit, granola and Emerald nuts enrobed in a yogurt-flavored coating.” Available in Strawberry Vanilla and Mixed Berry, the Yogurt Bites come in a portable, portion-controlled package.
“The biggest challenge today is probably how to deliver a healthy breakfast product that delivers on taste and that isn’t full of empty calories,” states Mensch. “The fact that our products start from nuts gives us a unique advantage in that nuts are inherently good for you and people already see them as a healthy breakfast option.”
In the final analysis, with many on-the-go breakfast items available, the challenge now isn’t how to squeeze in a quick bite in the morning, it’s picking which option with which to start the day.