Going with the grain

Consumer demand for lighter, low calorie options, along with new product innovation and popular high street trends, such as breakfast wraps, is transforming the bread industry.

The major bakery innovation to really appeal to this changing consumer demand in recent years has been the sandwich thin, which generates around £62m in annual sales*. But, the big question is what’s next?

We’ve seen a lot of ‘healthy’ innovation in fresh artisan breads, with the addition of vegetables and seeds popular with consumers. We’re now also seeing that influence in the pre-prepared alternative sandwich carrier market, with sales of flatbread sandwiches growing, and product innovation increasingly focusing on lighter options.

In our time, at Honeytop and now Signature Flatbreads, we’ve seen a lot of trends come and go. But, with supermarkets clearing space on the shelves for alternative, lighter bread products, it looks like the demand for these options shows no sign of slowing down.


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