Breaking Bread: Artisan Loaves Are Rising in the Deli Aisle

From sourdough boules to brioche buns, upscale breads are transforming deli departments into destinations.

Sourdough loaves. Moroccan breadsticks. Speculoos croissants. Upscale breads draw consumers to the deli aisle. There, culinary-minded shoppers seek artisan bread and rolls baked according to authentic recipes.

“They go there looking for inspiration, ways to impress guests or engage the family with an elevated evening meal,” says Kayleigh Swift, U.S. Brand Manager for St. Pierre in Manchester, England.

St. Pierre makes brioche buns, rolls and loaves from French recipes. The breads are fresh, high quality.

“Deli shoppers are often looking for elevated and indulgent experiences with sandwich builds and sauces, whereas the center store shopper may be using pre-sliced bread for easy at-home meals, such as toast, or school lunches,” says Dave Gonnella, vice president of sales at Gonnella in Chicago, IL.

Customers who buy breads, like Gonnella’s thaw-and-serve Pretzel Subs and French Rolls, tend to purchase premium meats and cheeses, too, which increases basket size.

CURRENT TRENDS

Warm fresh bread continues to trend — and customers like to bake it at home.

“Our Bake’Up products are easy for anyone to make,” says Raoul Dexters, country commercial manager, Vandemoortele USA in Pawtucket, RI. “You take them out of the box, put them on a tray, and put them right in the oven. There is no proofing or thawing.”

Bake’Up croissants can be mini, butter, sandwich or pinched. Minis are 60% smaller than traditional ones — a bonus for stores with limited freezer space. Vandemoortele, based in Ghent, Belgium, exports from Europe and produces in the U.S.

For health-conscious customers, store delis can promote clean-label breads with no GMOs, high-fructose corn syrup or preservatives.

“Whole grain, gluten-free, keto and artisan-style breads are trending as they cater to specific dietary needs and a desire for fresh, flavorful options,” says Karen Toufayan, vice president of marketing and sales at Toufayan Bakeries in Ridgefield, NJ. Its Authentic Lavash, which is hand-stretched, is kosher and vegan.

“Whole grain, gluten-free, keto and artisan-style breads are trending as they cater to specific dietary needs and a desire for fresh, flavorful options.”
— Karen Toufayan, Toufayan Bakeries, Ridgefield, NJ

At the grocery, consumers who prioritize freshness and convenience spend more time in the perimeter than center aisle. “This is especially true for the Millennial cohort and younger,” says Mollie Crudden, senior marketing director, Bakehouse Brands, Bimbo Bakehouse in Horsham, PA.

So, Crudden recommends grocers carry deli breads in snackable sizes, bold/international flavors and traditional open-cell structures.

THE RISE OF SOURDOUGH BREAD

Sourdough bread is nutritional, tasty and artisanal. And it’s a hit. Mordor Intelligence forecasts sourdough market growth of 7% per year through 2030.

“Naturally leavened sourdough is rising in popularity, celebrated for its slow fermentation, minimal ingredients and gentle digestibility,” says Kathleen DiPasquale, associate product manager, value-added bakery, Rich Products in Buffalo, NY. The company makes sourdough baguettes, batards and boules, which are sold frozen.

Bimbo Bakehouse has seen a recent annual 15% growth in its Goldminer Sourdough. “This bread has a great flavor profile and a style that continues to attract people,” says Crudden.

“What sets our breads apart is our unwavering commitment to simple ingredients and time-honored artisan methods, including a 24-hour fermentation process,” says Brie Buenning, senior director, marketing, Aspire Bakeries in Los Angeles, CA.

La Brea Bakery (under Aspire Bakeries) makes sourdough bread for stores to bake in-house, and for consumers to take and bake at home. The ingredients are flour, water, salt, and the original sourdough starter from 1989.

INDUSTRY DEVELOPMENTS

Currently, deli breads are baked, par-baked or frozen. Innovation is key in the industry.

“The bread industry is seeing exciting innovations with the integration of ancient grains and seeds to enhance nutritional value, and use of oils that meet various dietary priorities,” says Toufayan.

Vandemoortele bought Italian baker Laterna, changed the focaccia to a round shape, and now makes it in tomato, rosemary and Mediterranean flavors.

Supermarkets that aim to provide high-quality products recognize that consumers desire freshly baked deli bread.

“These product selection drivers make a case for the continued importance of baking bread fresh in store — there’s both a shopper and retailer appetite for freshly made product,” says Betsy Kelly, consumer insights associate for the bakery channel at General Mills FoodService, Minneapolis, MN.

General Mills rolled out Pillsbury frozen bread dough to meet this need. Stores can bake high-quality hoagies; French and Italian bread; and dinner, steak and bolillo rolls.

Stores want solutions that balance craft with convenience, given operational realities. They want to reduce shrink and extend shelf life.

“Grocers are increasingly favoring smaller pack sizes, typically two to four pieces, tailored for today’s smaller households. These items come ready-to-enjoy or nearly finished, minimizing the need for on-site prep,” says Rich’s DiPasquale.

MERCHANDISE AND CROSS-MERCHANDISE

Bakery companies work with stores to merchandise products, via digital coupons, digital retail media and bread displays.

“One of the things to focus on is how to always make it easy from the merchant standpoint,” says Crudden of Bimbo Bakehouse. “We have a prefilled shipper that ships frozen. It can be a single consumer-facing case that sits on a tabletop. Since it is modular, the cases can be stacked on top of each other on the floor.” The shipper is filled with Goldminer Original Sourdough Squares.

“Our Eiffel Towers have been proven to increase sales, providing in-store theatre and a customer experience that starts in-store and continues at home,” says Swift of St. Pierre.

Vandemoortele’s culinary team is happy to propose merchandising ideas to in-store delis, for the company’s new and existing bread products. “We launched a pistachio croissant in the U.S. We have a lot of ideas that our chef comes up with,” says Dexters.

Deli breads sell easily when cross-merchandised with cheese, meat, dips/spreads and wine. “Bakery bread is an exciting product category in that it acts as a canvas for an abundance of cross-merchandising opportunities,” says Kelly of General Mills.

“Our loaves and rolls pair beautifully with hot bar entrees, soups, or deli proteins,” says Gonnella. He recommends positioning its dinner rolls next to rotisserie chickens to boost visibility and drive incremental sales.

SANDWICH PROGRAMS AND GRAB-AND-GO

Breads, rolls, biscuits, wraps are terrific for deli sandwiches and grab-and-go. “From whole wheat to sourdough options, there’s a carrier for every sandwich imaginable,” says Kelly.

Bimbo Bakehouse markets Cheesecake Factory’s brown bread. Its Goldminer square loaf sandwich bread — crunchy exterior, soft interior, large fluffy slices — comes in Sourdough Regular, Cracker Wheat, Seeded Rye and Sesame.

“Toufayan’s flatbreads, authentic lavash and wraps are favorites in supermarket sandwich programs because they offer a perfect base for a variety of fillings,” says Toufayan. The breads are pliable, and their flavor complements deli meats and cheeses, making them appeal to a wide audience.

Aspire Bakeries offers a line of artisan sandwich rolls that delis can refrigerate for up to four days. “These breads are sturdy enough to hold large sandwich builds and stand up to rich sauces, dressings, and mayo without breaking down,” says Buenning.

Vandemoortele, which makes private-label breads, says Bake’Ups are easy for delis to slice. “A sandwich croissant is something you rarely find in Europe. But in the U.S., they’ll use it as a carrier for sandwiches,” says Dexters.

PACKAGING TECHNOLOGIES

Retailers and bakeries are working to improve bread packaging. Toufayan has resealable bags and aims for less plastic and more eco-friendly materials.

Aspire Bakeries has packaging that maintains freshness and integrity, especially for take and bake. “Our latest technologies prioritize shelf stability without compromising quality, featuring a window for consumers to see the product,” says Buenning.

Gonnella says Modified Atmosphere Packaging (MAP) continues to gain traction as a way to extend shelf life and preserve quality. MAP involves adjusting the levels of oxygen, carbon dioxide and nitrogen inside the package.

GATHERINGS AND HOLIDAYS

For fall football gatherings and family events, Bimbo Bakehouse makes Cheesecake Factory rolls for sliders. Toufayan markets pitas/flatbreads for snacks and platters. Vandemoortele suggests croissants on catering trays with cheese and chicken salad.

“A personal-sized boule makes the perfect edible vessel for hearty fall soups, while a larger round transforms into a crowd-pleasing centerpiece,” says DiPasquale of Rich Products.

Gonnella offers pretzel rolls for game day, and seasonal Cranberry Orange Irish Soda Bread for a nostalgic brunch. For Halloween, families can get creative with take-and-bake pizza dough.

“Parents are shaping the dough into ghosts, mummies, and jack-o’-lanterns, turning dinner prep into a hands-on seasonal activity with their kids,” says Gonnella.