New Bakery Brand Brings Handcrafted Flatbread Style to U.S.
By Lorrie Baumann
Breadeli is a new brand from Bakkavor, a British company that’s already familiar to American grocers who buy fresh prepared foods like hummus, burritos, meals and dips for their private labels. Although Bakkavor has heretofore been invisible to American consumers, it has decided to come out of the shadows with its Breadeli branded Rustic Flats. “We know that this product is fabulous; it resonates globally, and we wanted to bring it to the U.S.,” said Tanja Owen, Bakkavor Marketing Director.
It took Bakkavor two years of product development to tweak a product already a hit in the United Kingdom so that it would be a better fit both for American preferences in flavor profiles and for American shoppers who expect to see their breads in the bakery aisle. British shoppers expect to find breads that incorporate fresh ingredients in their grocer’s refrigerator case – the same place that Americans would look for fresh pasta, while Americans are used to buying products like Breadeli Rustic Flats on open shelves where they’re stored at ambient temperature, Owen said. “The shopping behaviors are quite different,” she observed. “We want to make sure that we deliver the best product we can to the American consumer – we wanted to get it into the bakery, where we knew the consumer already visited.”
The flavor profiles for the Breadeli Rustic Flats, based on Bakkavor’s consumer research in the U.S., are Basil Pesto, Original, Italian Herb, Roasted Tomato and Garlic Butter. The bread beneath the flavor toppings is a schiacciata, a relative of focaccia whose origins go back to 15-century Tuscany, according to Ed Metzger, Bakkavor Senior Director of Business Development. “In order to test the ovens, they’d take a chunk of dough and throw it onto the hearth of the oven,” he said. “It’s an almost instant bake on the hearth, and essentially, that’s what we’ve replicated in a modern fashion…. It’s a pristine deck with about 10 ingredients on each product offering – all ingredients that people would be familiar with. There are no artificial flavors and no preservatives.”
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The bread is shipped frozen from Bakkavor’s new 35,000 square-foot state-of-the-art bakery plant in Charlotte, North Carolina. It has a nine-month shelf life in the freezer, thaws in 20 minutes, and then has a five-day shelf life after thawing plus an additional two days for the consumer.
Bakkavor is supporting the roll-out, which will start on the East Coast, with both digital, social media and a variety of in-store marketing assets that will help to direct customers who are already in the store, where 70 percent of decisions on products are made, over to the bakery aisle, Owen said. “My goal as a marketer is to drive traffic to the bakery and to drive total bakery sales by driving Breadeli,” she said. “Marketing will be a big element. Sampling will be another key element because we believe that when people taste this, we’ve got them hooked.”
Taste Breadeli Rustic Flats at this year’s IDDBA Show, or for more information, visit www.breadelibreads.com.