Sarah Klose
Breads and crackers offer a superior dining experience in the deli department.
Rosemary crackers, garlic naan, brioche buns. Fancy deli breads and crackers show a unit sales decline, yet choices are plentiful, and some brands are growing.
St. Pierre Groupe Ltd. reports 1% unit growth in its breads, and 12% unit growth in its waffles. “St. Pierre is all about delivering a quality experience,” says Jake Huber, U.S. sales director for St. Pierre Bakery in Manchester, United Kingdom. The brioche bread maker offers “a taste of Paris with every meal.”
Other companies bake artisan crackers that complement gourmet cheese.
“There are some cheese fanatics out there, and that is driving a lot of cracker business,” says David Payne, owner and general manager of Potter’s Crackers in Madison, WI. It sells crackers (Winter Wheat, Caramelized Onion) and crisps (Apple, Rosemary Thyme).
“Our crisps, which we call our entertaining crackers, are designed to be the ideal pairing cracker with cheese,” says Craig Lieberman, president and founder of 34 Degrees in Denver, CO. Its thin, crunchy crisps come in Cracked Pepper, Rosemary, Sesame, and more.
BREADS, CRACKERS AND THE DELI AISLE
Compared to the grocery aisle, breads and crackers in the deli aisle offer a superior dining experience.
“I think the customer who goes to the deli is looking for something a little bit more handmade — and made with a little more love,” says Rebecca Brady, founder and owner of Top Seedz in Buffalo, NY. The company’s thin, crisp, artisanal seed crackers are organic and gluten-free.
“Our deli crackers are elevated in flavor profile (i.e., Olive Oil & Sel Gris Flatbread, Sweet Onion & Crème Fraiche Flatbread; Tart Cherry, Cacao Nib & Almond Artisan Crisps) and are designed to pair with cheese and charcuterie,” says Dan Mader, president of Rustic Bakery in Petaluma, CA. The company bakes organic flatbreads, artisan crisps, cheese coins, savory biscuits and a variety of shortbread cookies.
“Deli crackers often have a unique texture and flavor profile that complements the more complex tastes of gourmet foods,” says Cara Figgins, president of Partners Crackers in Des Moines, WA. Its artisan flatbread, hors d’oeuvres and snack crackers contain buttermilk and extra virgin olive oil.
HOME COOKING AND CELEBRATIONS
Deli breads and crackers simplify cooking for family gatherings and special events.
“Lahvosh is a cracker, but you can make pizza with it, or break it up into chards to make a pretty bread basket,” says Jenni Bonsignore, marketing manager for Valley Lahvosh in Fresno, CA. “You can even just season it with cheese, cilantro and fresh tomatoes, and dip it into spinach spread.”
“Our dough is versatile, perfect for creating a variety of pizza styles — whether it’s a traditional round, a sheet pan grandma-style pizza, or a Sicilian pie,” says Dave Gonnella, vice president of Gonnella Baking Company in Schaumburg, IL. The 12-ounce pizza dough ball is found in the deli cooler, or cross-merchandised in take-and-bake kits. Gonnella bakes a variety of breads, buns and rolls and thaw-n-sell products.
PRODUCTION DIFFERENT FOR DELI
Breads and crackers sold in the deli aisle are produced differently.
Atoria’s Family Bakery bakes traditional soy-free, non-GMO breads from clean ingredients. Its naan, pita and lavash (traditional and minis) are free from artificial preservatives, colors, flavors, gums or additives.
“The crackers in the grocery aisle are mostly infused with vegetables, like jalapeño,” says Bill Itskovich, chief executive and co-founder of Daily Kneads Bread in Bloomington, MN. “But to have a medley of vegetables in the cracker like we do — that is unique.” The company makes tomato, cauliflower, beet, avocado and red pepper Veggie Snackers.
“We bake the artisan crisps in a loaf pan like a banana bread. Then we slice them, and we bake them again,” says Mader of Rustic Bakery. And its organic flatbreads come from a 19-year-old sourdough starter, distinct to their geographic location between San Francisco and Napa Valley.
“Sourdough is gaining broader popularity now in crackers, offering a unique flavor and a delightful crunch,” says Partners’ Figgins.
MARKETING BREADS AND CRACKERS
An everything crisp dipped in hummus, a butter croissant cradling ham and cheese, a cracker topped with goat cheese. Let’s look at how these deli breads and crackers are marketed.
• Samples, Demos, Displays
Top Seedz says to demo, demo, demo. The woman-owned company, named after the top seed in a sport, also gives nutritious sample packets to women’s ski and squash teams.
Stores can promote products through sampling. “Cheese coins start with a shortbread base and then have cheddar cheese and cayenne. It is a unique item that needs to be sampled,” says Mader.
Partnerships are effective. For its crisps, 34 Degrees partners with dip, hummus and cheesemakers to merchandise in-store and collaborate on giveaways.
Off-shelf displays can be a hit. “We have a great display unit with a small footprint that fits anywhere in the deli or store to increase impulse buying by placing next to soups and cheese or in the wine department,” says Figgins.
• Online Marketing
An attractive website is a marketing plus. “It’s the first destination for consumers to learn about our products,” says Emily Bowman, vice president of retail sales for Atoria’s Family Bakery in Gilroy, CA. “We share our family story on our new website. Our company is named after grandmother Atoria, who came to America and created the lavash.”
Influencers are gaining traction in the deli breads and crackers market.
“We are driving toward more engagement online and getting in front of influencers and content creators,” says Daniele Bianchini, director of business excellence at 37th Street Bakery in Chicago, IL. They produce croissants and cinnamon rolls, with many private label.
“With creators and influencers, organically we get so much content, and we will very much repost that. The cracker shapes are a natural for grazing tables and charcuterie boards,” says Bonsignore of Valley Lahvosh.
Social media connects companies and customers.
“I get requests on Facebook from people who moved from New York to Wyoming and want to buy our crackers,” says Jim Anderko, vice president of sales for Venus Wafers in Hingham, MA.
“Our crackers, with a blend of edible flowers mixed with dill, makes the color pop on Instagram,” says Payne of Potter’s Crackers.
WHAT IS NEW
• New Cracker Flavors
To meet consumer desires, the deli aisle can promote trending flavors.
“Mates are a cheese board in one bite. It is light like a cracker, but you get a robust, cheese-forward flavor. It is not weighed down with oils and fats, and is naturally gluten-free,” says Lieberman of 34 Degrees.
Cumin, Rosemary, Sea Salt crackers are best sellers for Top Seedz. “Zaatar is our new flavor, a Middle Eastern treat that is made with thyme, oregano and marjoram,” says Brady.
”The Black & White Savory Sesame Biscuit — shortbread sweetness combined with a unique umami flavor from the combination of sesame seeds — has struck a chord with consumers who are enjoying the biscuits as a snack,” says Mader.
• New Bread Products
St. Pierre’s six-pack of Maple Belgian Waffles has joined its Belgian Butter Waffles. “Both come in a multipack with the products individually wrapped, making them a great option for snacking on the move, as well as perfect for a more indulgent weekend breakfast,” says Huber.
With COVID-19 manufacturing issues resolved, Daily Kneads Bread will bring back Veggie Bread Loaf in January 2025, in Roasted Tomato, Carrot & Pumpkin, Red Pepper and Avocado. Each serving (two slices) contains over 3/4 cup of vegetables.
Savory is gaining market traction. “We just produced a new line of savory Danish in three flavors: Jalapeño Cheddar, Sun Dried Tomato Basil and Garlic Parmesan. They can be a soup or salad accompaniment, or a charcuterie board item,” says Bianchini of 37th Street Bakery.
CURRENT TRENDS AND NEW SHAPES
Grocery delis are investing in cold and hot cases to compete with quick-service restaurants and convenience stores. Fresh-baked bread is seeing a resurgence in sandwich programs.
“Retailers are looking for specialty bread products, such as our Bavarian style pretzel sub buns and our high hydration, cold-fermented Ciabatta roll, to use in their grab-and-go sandwiches, which underscores the growing demand for differentiated and high-quality bread options,” says Gonnella. The company also offers French bread and Vienna bread for footlong subs.
Cracker and bread companies are creating new product shapes and seasonal offerings.
“We recently launched a spiral croissant baked in a cinnamon roll pan. It has a deeper cavity and heartier base, so you can slice it and put a cheeseburger on it,” says 37th Street Bakery’s Bianchini.
Mini crackers are a natural product line extension. “We came out with a mini flatbread in Sea Salt Sourdough, Everything, and Sesame,” says Anderko of Venus Wafers.
GOOD-FOR-YOU ATTRIBUTES
• Healthy and Organic Products
Health-conscious consumers can find pure, clean ingredients in deli breads and crackers. Venus Wafers products are non-GMO, vegan and kosher, and it produces organic items under the Mariner label.
Potter’s Crackers makes small batch organic crackers and crisps. Its Sourdough Bread Bite is an innovative oyster cracker that contains butter, honey and wheat bran.
Top Seedz gluten-free crackers are made with oil and maple syrup. Its 6 Seed Cracker is grain-free. “If you can keep things as simple as you can, it is best,” says Brady.
Quality ingredients make a splash with consumers.
“We have all-butter croissants at a higher price point, and some that are made with sugar, not high fructose corn syrup,” says Bianchini.
“We use a cold-press certified avocado oil, very high quality. That is how you get that buttery flavor. Avocado oil pairs well with the other vegetables and flours we put in the cracker,” says Itskovich of Daily Kneads Bread.
For environmentally conscious shoppers, Atoria’s Family Bakery has a product with brewer’s spent grain. “Our newest launch this year is called mini upcycled naan, made with upcycled Regrained SuperGrain+ flour,” says Bowman. The flour delivers 3.5 times the fiber and twice the protein of whole grain flours.
• Bread and Cracker Shelf Life
37th Street Bakery croissants come in pillow packs, tray packs, clamshells — and cardboard cartons for green grocery stores. The thaw-and-serve croissants keep 365 days frozen, and seven days thawed.
Atoria’s Family Bakery packaging uses thick barrier bags and oxygen-absorbing tablets. Its breads last seven days at room temperature, three weeks refrigerated, six months frozen.
ALL ABOUT MERCHANDISING
To communicate product authenticity, St. Pierre offers in-store Eiffel Tower floor stands or table-toppers. “Our merchandising solutions help shoppers to understand that St. Pierre products are a premium offering, and as such, they are more likely to upgrade in accompanying purchases like meats and cheeses from the deli,” says Huber.
Branded clip strips are an effective merchandising tool. In the deli section, simply hang cracker bags over refrigerated cheese or hummus.
Color blocking or brand blocking is effective in the deli. “We do well in a brand block of flatbreads. Our brands have different colors, like orange for traditional lavash,” says Atoria’s Bowman.
• Packaging the Product
Packaging options vary for deli breads, crackers and biscuits.
Colorful boxes by 34 Degrees are unique, as they can be displayed in-store horizontally or vertically. “Either way, it looks like the box is meant to go that way. We wanted to give the retailer a chance to be creative with how they stack them,” says Lieberman.
Potter’s Crackers uses Kraft paper. Top Seedz gives gift boxes to a store’s top 500 shoppers, and a goodie parcel to the break room.
Gonnella tests hot and cold sandwich builds in different packaging, to enhance the eating experience, while minimizing shrink. “We’ve successfully helped deli customers extend their hot hold times up to 4 hours, all while improving the overall quality of the sandwich,” says Gonnella.
• Clear is Catching On
Clear film and see-through containers are trending, for easy visibility of deli crackers.
“Our flatbreads come in trays with film, and it looks like they are baked right there in the deli,” says Anderko of Venus Wafers.
“We use a 6.5-ounce resealable clear clamshell. With the beet cracker, you can see the beet color, which is not artificial,” says Itskovich of Daily Kneads Bread. Colored stickers show the cracker name on top and nutrition information on the bottom.
“Our clear tubs (for flatbread) allow customers to see what they are buying and experience the rustic and artisan attributes of the products,” says Figgins of Partners Crackers.
CROSS-MERCHANDISING BENEFITS
Stores can cross-merchandise deli breads/crackers to drive sales.
“Our fresh-baked and thaw ‘n’ serve dinner rolls are often cross-merchandised near hot food bars and salad bars,” says Gonnella. The rolls can also be placed near rotisserie chicken displays for a full meal solution.
St. Pierre’s is trialing displays inspired by Paris newsstands, for aisle ends and in-store placements to drive shopper engagement.
Valley Lahvosh’s carrier cracker can be placed near any cheese, dip or bread. Its small minis go with soup and salad. Daily Kneads’ Veggie Snackers can be merchandised with hummus or salami/prosciutto/mozzarella for a charcuterie board. Rustic Bakery crackers cross-merchandise with olives, wine, cheese, meat and jam.
And, it turns out, the cheese does not stand alone.
“We like to be near cheese. We also like a farmers market vibe, where we are in produce near the apples, grapes, figs and apricots,” says Payne of Potter’s Crackers.
