Bread Can Build Bigger Deli Baskets

Premium programs turn staples into higher-value meals.

At Publix Super Markets, bread is doing more than holding a sandwich together. It’s driving a premium experience for shoppers served from the prepared foods deli. The Lakeland, FL-headquartered retailer’s April launch of its Stacked Brisket and Brioche Sandwich spotlights this strategy, pairing a half-pound of smoked brisket and Sweet & Spicy BBQ sauce with an in-store baked brioche roll.

With nearly 1,500 locations across eight Southeastern states, Publix is leveraging the soft, buttery, yet sturdy, roll as one of the ways to build on the success of its Chicken Tender Sub, while signaling a broader shift toward elevated, flavor-forward deli offerings where bread plays a central role in value and differentiation.

“The opportunity for deli is to move beyond selling bread as a standalone item and use it to support fresh baked sandwich programs, combo meals, and cross-merchandised meal solutions,” says Dave Gonnella, vice president of sales for the Schaumburg, IL-based Gonnella Baking Company, whose newest products, such as a brioche slider bun, everything and onion flavored ciabatta, and a round telera roll, all bring something unique to the category.

“That is where bread can help drive both differentiation and basket size.”

KNOW WHAT CUSTOMERS WANT

Shoppers are approaching the deli bread category with a mix of needs that span quality, versatility, and inspiration, rather than focusing on a single format or use, according to Kayleigh Swift, U.S. brand manager for the St. Pierre Group Limited, in Manchester, U.K., a subsidiary of Mexico-based Grupo Bimbo, and maker of premium brioche products, including buns and rolls.

This summer, the baker launches its first-ever limited-edition product in Spicy Brioche Buns. The authentic brioche maintains a light sweetness, with a kick of chile, catering perfectly to the trend for “swicy” products.

“There is clear momentum behind premiumization, with consumers increasingly trading up from standard sandwich bread to more indulgent options, such as brioche and European-style baked goods,” she says. “This reflects a broader shift across the store, where shoppers are seeking small, affordable upgrades that enhance the overall eating experience, rather than compromising on staple items.”

“There is clear momentum behind premiumization, with consumers increasingly trading up from standard sandwich bread to more indulgent options, such as brioche and European-style baked goods.”

— Kayleigh Swift, St. Pierre Group Limited, Manchester, U.K.

Freshness is the ultimate premium, says Christine Hoguet, marketing manager for Vandemoortele USA, in New York, NY. “The aroma of bread being baked in-store conveys a sense of quality that justifies the purchase.”

General Mills Foodservice offers an extensive line of Pillsbury-brand frozen bread dough and par-baked solutions to help tackle the most labor-intensive steps of in-store baking, according to Elena Joseph, consumer insights associate manager for the Minneapolis, MN-located baker. “From versatile products, which include 6-inch and 12-inch hoagies, Italian, wheat, and sourdough breads and kaiser rolls, and straightforward preparation to helpful tools, like online baking tips, troubleshooting support, and merchandising guidance, we strive to make it easier than ever to create the fresh-baked experience customers crave.”

ELEVATE SANDWICH PROGRAMS

Deli operators should consider employing bread as a differentiator in sandwich programs, says Tasos Katsaounis, founder and chief executive officer of the Bread Man Baking Co., in Houston, TX, known for its best-selling ciabatta, focaccia, and artisan sandwich rolls, as well as newest products which are focused on differentiation and functionality, and include olive oil enriched rolls, seeded multigrain sandwich carriers, and softer artisan style buns that still have structure.

“A signature sandwich starts with a distinctive bread that customers cannot easily replicate at home. When paired with high-quality ingredients and consistent execution, it becomes a reason for customers to choose that deli over any other option.”

Alta Foods works closely with retailers to tailor sandwich wrap programs to specific deli needs. The Goldsboro, NC-based supplier’s top sellers include Fiesta Fit Low Carb and High Protein wraps, with a clean-label option made with avocado oil, rather than seed oils, set to launch soon.

“Tortillas and wraps offer a flexible foundation for creating signature items, from classic lunch wraps to globally inspired offerings,” says Brianna Palmer, director of marketing. “Because they work across multiple dayparts and formats — hot or cold — they allow operators to streamline ingredients while still offering variety. These programs help delis differentiate their assortment, improve efficiency, and deliver convenient, high-quality meal solutions to shoppers.”

Similarly, operators can create “Build Your Own Slider” deli stations with sliced pre-packed meats, cheeses, spreads and pickles, recommends Mitch Rotenberg, director of omnichannel marketing and e-commerce for the Irresistible Foods Group, in Gardena, CA, whose brands include King’s Hawaiian, known for its iconic sweet rolls, bread and bakery products.

“For a Signature Slider Program, start with King’s Hawaiian Slider Buns and Pretzel Slider Buns. The menu hook is ‘Slider of the Week’ as a weekly feature with rotating flavor builds. Or, for grab-and-go, offer three-pack slider clamshells with a mix of classic, spicy and barbecue flavors. Or, create a ‘Game Day Sampler’ platter tray of sliders for the weekends.”

CREATE SNACK & MEAL SOLUTIONS

While sandwiches remain the top use (71%) among consumers when preparing things with bread at home, their dominance is gradually declining as consumers diversify usage, according to the Bakery Playbook: Bread 2026, published by the American Bakers Association (ABA), in Washington, DC, with 2026 consumer research conducted by 210 Analytics.

“Growth is coming from more elevated and diverse applications, such as bruschetta, bread pudding, and breakfast strata, items where Gen Z and Millennials over-index,” says Christina Donnelly, the ABA’s vice president of strategic communications and initiatives.

Plus, “bread is increasingly used in morning and afternoon snack occasions, especially among younger consumers, creating new formats for deli programs, such as snack-sized sandwiches, toast concepts, and small plates. There’s also a strong opportunity to pair bread with meal solutions. Consumers are increasingly assembling meals, for example, pairing proteins with fresh bread, and deli-prepared foods can anchor those solutions with premium bread options,” she says.

Secondary placements of bread in the deli can unlock cross-selling opportunities.

“Schiacciata can be featured in the aperitivo or snacking section, alongside dips and spreads, to encourage more spontaneous, shareable consumption, and it pairs naturally with Italian deli ingredients, such as mozzarella, pesto, mortadella, or antipasti, making it ideal for meal solutions,” says Sean McGrath, general manager, vice president of North America for La Lorraine Bakery USA LLC, based in Frederick, MD, with company headquarters in Belgium.

The company makes its Schiacciata, a Tuscan flatbread that will soon be introduced to U.S. delis, with traditional Italian biga dough, extra-virgin olive oil, and Italian sea salt. Short baking at a high temperature in a real-flame stone oven gives it a golden, crispy crust with distinctive, dark, blistered patches. It’s sold as a thaw-and-sell product, which minimizes shrink.

Consumer research across four European markets showed 88% overall liking, 92% for appearance, and up to 80% purchase intention, according to the baker. One of its key strengths is its versatility. In the deli, Schiacciata can be positioned as a premium sandwich carrier, a complement to soups and salads, a shareable tear-and-dip bread, or even a pizza-style base for toppings.

“Cross-merchandising is most effective when it’s built around clear usage occasions,” says Sara Kafadar, chief commercial officer of Izzio Artisan Bakery, in Louisville, CO, whose October 2025-launched six item line of certified Organic Artisan Sandwich Breads, which are free from seed oils, preservatives, artificial flavors, and vital wheat gluten, includes Sourdough, Classic White, Whole Wheat, Ancient Grains, Sprouted Seeds and Lucky 7 Multigrain.

Kafadar offers two selling concept ideas for the deli. One is a “Build-a-Charcuterie Night” kit display built on a specialty cheese, deli, or seasonal endcap that features the company’s heat-and-serve breads, such as focaccia, batards, and baguettes, alongside cured meats, specialty cheeses, olives, spreads, tapenades and honey. Secondly, an “Easy Meal Nights” theme at the soup or hot bar area, with baguettes displayed alongside soup, chili, pasta, or hot bar offerings to help complete a restaurant-quality experience at home with minimal effort.

The latter example, says Kafadar, “is a strong everyday traffic driver that capitalizes on the opportunity of shoppers already assembling a meal.”

Successful cross-merchandising can also span cross-departmental.

“We’ve recently seen great success with a couple of customers who offered an in-store cross-promotion between their deli and fresh bakery departments. They offered four of our sandwich croissants for free with the purchase of 1 pound of their in-store-made chicken salad from rotisserie chicken. The first promotion was such a success that they ran it again within a few months and rolled it out to more of their banners,” says Vandemoortele USA’s Hoguet.

Over the past several months, the company has added several sandwich croissants to its lineup, including its French-made Bake’Up, which comes in a flattened shape to offer space savings, and from its recent acquisition of Swedesboro, NJ-based Banneton Bakeries, pre-proofed, freezer-to-oven sandwich croissants in classic butter, everything seasoned, pretzel and multigrain.

A second strong tactic is putting fresh-baked bread where the shopper is already making a food decision, recommends Gonnella. “A self-service bolillo or telera bin near the deli counter, rotisserie chicken case, or front end near the registers can create impulse and add units quickly. Clear ‘Fresh Baked’ signage, multiple refreshes through the day, and a sharp value message help keep the display productive and support stronger turns.”