Commercial Baking February | Q1 2021

ISSUE Q1 FEB 2021

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ARTISAN BREAD

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CATEGORY TRENDS

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PEPSICO’S LAURA MAXWELL

www.commercialbaking.com

Inaugural Issue CLIF BAR & COMPANY THE BIG REVEAL

MARCH 2021 ISSUE 1

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AVA N T FO O D M E D I A

COMMERCIAL BAKING

OUR MEDIA

Paul Lattan

Paul Lattan

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President - principal | 816. 585. 5030 | paul@avantfoodmedia.com

Publisher | 816. 585. 5030 | paul@avantfoodmedia.com

WEEKLY

Steve Berne

Steve Berne

Vice president - principal | 816.605.5037 | steve@avantfoodmedia.com

Joanie Spencer Director of content - partner | 913.777.8874 | joanie@avantfoodmedia.com

Director of media | 816.605.5037 | steve@avantfoodmedia.com

Joanie Spencer Editor-in-chief | 913.777.8874 | joanie@avantfoodmedia.com

Maggie Glisan Contributor info@avantfoodmedia.com

MONTHLY ALERT INSIGHTS SOLUTIONS CHANNEL

Gavin Ferrara Contributor info@avantfoodmedia.com

| digital edition

Adam Hook Contributor info@avantfoodmedia.com

OUR COMMUNITY Commercial Baking is published by Avant Food Media, 1625 Oak Street, Suite 201, Kansas City, MO 64108. Commercial Baking considers its sources reliable and verifies as much data as possible, although reporting inaccuracies can occur. Consequently, readers using this information do so at their own risk. Commercial Baking is distributed with the understanding that the publisher is not liable for errors and omissions. Although persons and companies mentioned herein are believed to be reputable, neither Avant Food Media nor any of its employees accept any responsibility whatsoever for their activities. Commercial Baking magazine is printed in the USA and all rights are reserved. No part of this magazine may be reproduced or transmitted in any form or by any means without written permission of the publisher. All contributed content and advertiser supplied information will be treated as unconditionally assigned for publication, copyright purposes and use in any publication or digital product and are subject to Commercial Baking’s right to edit.

Commercial Baking magazine is published quarterly, along with two annual issues, in print and digital formats. Circulation is tightly controlled, and the print issues are sent free of charge only to hand-verified industry decision makers and influencers. To apply for a free subscription, please visit www.commercialbaking.com/magazine.

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For advertising inquiries please call 816.605.5037 | 816.585.5030.

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B U I LT TO L A S T. D E S I G N E D TO D E L I V E R . ™

IN THIS ISSUE

Features

20

Clif Bar & Company: Indianapolis’ Project Reveal In its second facility, Clif cranks out the bars during a massive building upgrade.

32

39

49

Laura Maxwell: The Influential Engineer

State of Foodservice: After The Hindsight

Emerging Market: The Artisan Effect

9

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IN THIS ISSUE

Departments

79

TRENDS Category Outlook: 59 Bread/Bun/Roll Category Outlook: 71 Cake 96

International Market

I N N OVAT I O N S Category Insight: 79 Bread/Bun/Roll Category Insight: Cake

89

Supplier Solutions

112

Ad Index

128

QUICK READS

96

112

11

Editor’s Note

14

Seen and Heard

17

Business Intel

103

Association Happenings

106

The Last Word

130

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A N OTE FR O M TH E ED ITO R

A Moment of Clarity

Like most of you, the pandemic stripped away nearly every element of what I, until that point, had believed to be “normal.”

When our lives are pared down to the essentials, the quiet we are left with can be maddening.

In this year of physical separation, I have spent a lot of time reflecting on my role in this industry I have come to love so much. Then, the opportunity arose to be part of Avant Food Media’s ­C ommercial Baking media group, and I found a new home. Today, a new vision for the future has emerged.

Commercial Baking is designed to spark creativity and inspire new kinds of conversations ... and that starts with you, the bakers.

The pages that follow will deliver a view of the industry through a whole new lens. Our content is based on real views of bakers, from the c-suite to the plant floor. Discover insights on production and dig into the current consumer and market trends. Then browse the most innovative solutions you’ll need to act on them.

Most importantly, you’ll hear from bakers facing the same challenges you are. You’ll be reminded that as an industry, we may still be separated, but we are not alone. I am so proud to share this inaugural issue with you, and I look forward to heading into ­c ommercial baking’s future, together, on this all-new platform. Thanks for sharing the journey with us.

JOANIE SPENCER Editor-in-chief | joanie@avantfoodmedia.com FEBRUARY 2021 Q1

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Seen eard H

AND “Consumers don’t care how many millions of pounds you produce; they only care about the product that’s sitting on their table.”

Rod Radalia | VP of innovation | Aunt Millie’s Bakeries On the speed of changing consumer demand

“We cannot take 2020 as the baseline, nor 2019. We need to learn how to live with COVID while we make activities safer by bringing people together. New technology and innovation will be important, but we need to take advantage of the learnings and not go back to the old normal completely. We need to create a better balance and quality of life in the new normal.”

Ramon Rivera | SVP, operations and supply chain | Bimbo Bakeries USA During BEMA’S C-Suite Roundtable

“Listen to your diverse consumers; listen to your diverse employees. They won’t lead you astray. When making diversity and equity pledges, be genuine and authentic. Don’t do it because you’re following a trend.”

Ray Smith-Byrd | R&D cereal process engineer | General Mills | president of the National Society of Black Engineers for the Twin Cities Speaking on diversity in STEM during Pack EXPO Connects’ Workforce Development Jumpstart Session

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“There are opportunities to improve risk assessment practices in each company’s manufacturing process, and it’s a team effort to deliver successful results.”

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CHALLENGE ACCEPTED Clif Bar’s Project Reveal brings people and processing together … and proves anything is possible.

BY J OAN I E S PEN C ER

Many assume that Clif Bar & Company’s first foray into self-manufacturing was at its facility in Twin Falls, ID. But that doesn’t necessarily tell the whole story.

Technically, Indy came first.

In 2016, around the time that Clif was constructing its first, sustainable and stunningly state-of-the-art, 300,000 sq-ft plant in Idaho, it also acquired 175,000 square feet of active co-manufacturing space from ConAgra in Indianapolis.

The plant would undergo a transition to Clif’s trademark Five Aspirations — sustaining people, planet, community, brands and business. But in 2016, the focus was on designing the Twin Falls facility and starting up its first two lines concurrently with taking over in Indianapolis, where, operationally, not much changed other than who was signing the employees’ paychecks.

“The fundamentals were on the floor,” said Dave Tintelnot, general manager of Clif Bar Baking Company of Indianapolis. “The process of how to make a bar was already in place.”

This was a perfectly functional manufacturing plant for typical food production. But “good enough” isn’t good enough in the Clif culture, and there’s more to it than just making the product.

“A copacker had always run the business here, so the business was first,” Tintelnot said. “We flipped the model and put people first.”

FEBRUARY 2021 Q1

That was the first summit to climb.

During the first two years that Clif owned the facility, Tintelnot had been breaking down layers of culture and history while running the facility. Next, he was charged with leading the transformation of this former co-manufacturing facility into a Clif Bar site that was still uniquely Indy.

“We could ignore it, say they were wrong and just design the building how we thought it should be, or we could listen, make corrections and create a space everybody could own and love.”

Dave Tintelnot | general manager | Clif Bar Baking Company of Indianapolis

It was a multi-faceted proposition: Understand the current culture of the workforce, bring them into the fold of the Five Aspirations, and then take what’s most important to them and use it as the basis for the building renovation. But it wasn’t just about making things more functional — though there was much to do in that department — it was also about creating a true representation of the people who work there every day. That’s the Clif Bar way.

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F E AT U R E D B A K E R Y: C L I F B A R & C O M PA N Y

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Photo courtesy of Kris Julius, Frederick | Julius Photography

Clif Bar’s Indianapolis facility has a grandstand that’s designed for company and community gatherings.

COMMERCIAL BAKING

C L I F B A R & C O M PA N Y

Working with CSO Architects and DORIS, an ­Indianapolis-based design research firm, the company solicited feedback from more than half of the facility’s 400 employees to identify how exactly they needed the building to ­function.

The result was a “challenger book,” 70 pages outlining exactly what the workforce needed from this land-locked building with compartmentalized office design.

At first, that was a hard pill to swallow.

“We had two choices,” Tintelnot said.

“We could ignore it, say they were wrong and just design the building how we thought it should be, or we could listen, make corrections and create a space everybody could own and love.”

Choosing the latter resulted in a total structural renovation with a 20,000 square-foot addition that doubled the office space. It also delivered almost everything the team envisioned, including functional locker rooms, a gym, a grandstand for employee and community gatherings, break areas easily accessible from the shop floor, and a safe and well-lit parking lot, not to mention the biophilic design Clif buildings are known for.

except the plant floor. Office staff worked in trailers, and the only working entrance was through a trailer adjacent to the warehouse fire exit.

But that displacement serendipitously led to the project name: Reveal. “We called it ‘Project Reveal’ because we were tearing away the outside and revealing the Clif culture inside,” Tintelnot said.

Dave Tintelnot | Clif Bar Baking Company of Indianapolis

Getting to that big reveal took perseverance, and the work never stopped.

“The message was, ‘We’ve got to make the bars; we just have to keep making them.

We have this $10 million investment — it’s an investment in every employee here — but to justify it, we’ve got to get the bars out,’” Tintelnot said.

He credits the will and the work ethic of the workforce, but Tintelnot was also

— Below The Indanapolis plant’s entrance was redesigned to become an inviting space that’s also safe.

Photo courtesy of Kris Julius, Frederick | Julius Photography

“I didn’t want a mediocre anything,” Tintelnot recalled. “I wanted a kick-ass everything. And if you compare the architect’s drawings to our actual space, it’s identical; that’s how closely we achieved the vision.”

In what seemed like a marathon, construction of the building commenced around a fully functioning plant — ­o perating on two levels — that was still cranking out every flavor and variety pack of Clif Bars and Zbars.

The operation continued throughout 2019, although the construction displaced everyone from every part of the building FEBRUARY 2021 Q1

“I didn’t want a mediocre anything, I wanted a kick-ass everything.”

22

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—Opposite, left Amid a total building overhaul, Clif’s Indy plant smashed production records.

— Opposite, right COVID-19 didn’t stop progress, including equipment installations.

committed to communication through the process, reminding everyone there was, indeed, a light at the end of the tunnel.

It was about keeping everyone updated and involved in the process, especially on what they identified in the challenger book.

“We kept up monthly communication around all those pain points they had, to show that we were addressing them,” Tintelnot said. “That kept everyone engaged so when they were on the floor, they could focus. It’s a testament to the employees and a culture with an ownership mentality. Their job was to make bars, and they went out on the floor and made bars.”

So many bars, in fact, that the Indy team smashed all Clif production records. October 2019 marked not only the building’s grand reopening but also the highest output of any month. By the end of the year, ­Indianapolis surpassed the previous annual record by a 5% year-over-year improvement.

“Those increases in throughput came from making the operation more efficient, removing roadblocks, and focusing on top losses and fixing corrections,” Tintelnot said.

That isn’t always easy in a two-story operation.

Attention to detail at every point in the process is critical, especially at belt transfer points such as oven and cooling outfeeds or infeeds, conveyor turns, and inclines heading up to the packaging floor. These are the areas where buildup can create bottlenecks if the bars lose tracking on the belt and require downtime for more cleaning.

Re-engineering and repositioning nose bars and using various belt types has increased efficiency

FEBRUARY 2021 Q1

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for smooth transfers. Clif also worked with vendors such as KleenLine, a Promach brand, for transfer and connecting conveyors as well as equipment integration to keep all the parts working together from one floor to the next.

And truly, Clif’s high standard for continuous improvement (CI) — despite having been in the manufacturing game for just five years — is its operational point of differentiation.

This includes constant training to empirically show workers the losses that can result from variations.

“We’ve taken Play Dough and cookie cutters to show the impact of weight variations and run ingredients through PVC pipes to demonstrate yield loss,” ­Tintelnot said.

“Our idea of OEE is that every minute of every hour of every day needs to be accounted for.”

Jeb Sloan | engineer | Clif Bar & Company

Indy has a CI suggestion program that’s inspired ideas that have yielded cost savings of anywhere from $5,000 to several hundred thousand dollars.

To meet equipment efficiency challenges, Clif Bar also developed a distinct overall equipment effectiveness (OEE) protocol. Developed as a self-­reflection

Photo courtesy of Clif Bar & Company

Photo courtesy of Clif Bar & Company

Endurance is everything, and between the herculean ­p roduction effort during Project Reveal and an unwavering commitment to the Five Aspirations, Clif Bar Baking Company of Indianapolis was ready for anything … well, as ready as it could have been.

tool, it was initially used to measure Clif’s readiness for self-­ manufacturing.

“Our idea of OEE is that every minute of every hour of every day needs to be accounted for,” said Jeb Sloan, Clif Bar engineer.

That accountability has three components: availability, performance and quality. For Clif, the biggest OEE differentiator is the availability component because the model does not exclude downtime.

Three months after everyone settled into the new space, COVID-19 hit.

Tintelnot jumped into action and formed a response team right away. In food manufacturing, flexibility is the key to efficiency, but in a pandemic, it’s the key to survival.

“I knew going into self-manufacturing that we were going to have a lot of changeovers,” Sloan said. “We use allergens, have a lot of sanitation and run several different SKUs. People look at OEE conventionally as, ‘Of your available runtime, how often were you running?’ But I wanted us to be accountable for the changeover process as well.”

“In the beginning, I probably spent 110% of my time focused on COVID,” Tintelnot said. “Keeping everyone safe was my No. 1 priority.”

In the bakery, OEE is used more as a self-reflection and ­m anagement tool, rather than a baseline measurement for ­o perators. On the floor, Sloan said, people should be focused on areas where they can impact the quality component rather than the OEE overall.

The response team still meets every week because, even after a year, regulations, recommendations and protocols can still change on a dime. And though there was no playbook in the early days of the pandemic, the wide-open spaces of the renovated building were conducive to the situation and easily lent themselves to social distancing.

“OEE isn’t something that should be on the shop floor,” Sloan said. “What we need are the components of it. You achieve that by focusing on the things you can control.”

Clif is known for high standards of food- and people-safety protocols, so on many levels, the bakery is about as safe a place as a person could be.

Ultimately, that led Indy to its record year. “It was no accident,” Sloan affirmed.

“We were early adopters of the camera-temperature system and the bio-mist sanitizing machines,” Tintelnot said. “Being at

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COMMERCIAL BAKING

C L I F B A R & C O M PA N Y

the forefront of those was integral to the lack of spread in the bakery. This is the safest, cleanest place I could go, and I’m so proud of the work this team has done.”

Keeping the people and plant safe enabled Clif to keep moving forward with production, and after five years, upgrades were inevitable, starting in the packaging area on the shop’s second floor.

True to Clif form, Indy achieved the unthinkable and successfully completed the installation of three new Aagard case packing systems, one for each line, capable of packing anything that doesn’t go into a variety pack.

“Prior to this project, we couldn’t run any faster than we were because the case packing set that pace,” Sloan said.

Each mono-block line incorporates three individual equipment components into one operation; it forms, fills and closes the case, all in one piece. “It does it at a rate that removes the bottleneck and taps into about 10% more capacity,” Sloan said.

It takes some heavy lifting to successfully complete an installation during COVID, and for Clif, there was no other option. That said, it never could have happened without the pandemic response team’s strict ­protocols.

“We chose to forge ahead with our projects,” Sloan attested. “It was a calculated decision. But in light of everything that had happened, we couldn’t just keep going; the work by Dave and his team, along with the safety group here, has allowed us to keep going. Our procedures and protocols meant we didn’t have to concede to COVID. We took it as a challenge, and the team stepped up.”

With the case packing installation going smoothly, Clif moved forward to install Shick Esteve equipment on the first floor. Using a syrup only available in totes, Clif invested in a system to elevate the totes on lifts and dump the syrup into a pumping system that transports it to a buffer tank.

From there, it’s pumped into one of six Peerless mixers to keep everything

moving at rates that keep pace with the increased capacity upstairs. Clif also installed a Shick AIM batch management system for hand-scaled ingredients until the bakery can fully automate its ingredient handling.

Make no mistake, fulfilling nearly $10 million in total capital investments during a pandemic is a valiant effort that requires commitment from both sides.

“There was definitely a customer service impact,” Tintelnot said.

There were strict protocols around allowing outside vendors into the building, but with all parties on board, the system worked.

“At the forefront of everything was not only keeping our people safe but also making sure that any person who walked through the front door — whether it’s a contractor or Clif Bar employee — was treated with their health and safety as a top priority,” Sloan said.

At the finish line, Clif’s work goes far

FEBRUARY 2021 Q1

26

Photo courtesy of Kris Julius, Frederick | Julius Photography

Redesigned break spaces became ideal for social distancing.

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C L I F B A R & C O M PA N Y

beyond manufacturing bars. In just a few years’ time, the company has embraced a former co­­­manufacturing workforce into the Clif culture, created a workspace to foster an ownership mentality (including Clif’s Employee Stock Ownership Program available to all employees, in the office and on the plant floor), increased efficiency in production and became an active member of the Indianapolis community.

“This space is the culmination of everything,” Tintelnot said. “It wouldn’t have been as great if we’d built it out in the beginning. It’s a representation of our culture — our diverse workforce, our community involvement and outreach — it’s all reflected in this building.”

The building design — and everything inside — sustains people, planet, community, brands and business, in accordance with the Five Aspirations, from the minute a visitor approaches the front door.

Inviting design with secure access lets visitors know they’re welcome while maintaining the safety required for a secure food plant. Design additions like a light fixture made from a Burmese canoe represent the ethnicity of its diverse workforce.

Clif Bar never forgets where it came from or how it got to where it is now. That story — from its inception all the way to Project Reveal — is mapped out on the inner wall.

Outside the building, a new parking lot not only provides smooth traffic flow for deliveries, workers and visitors but also provides safe, well-lit access for workers on all shifts for this bakery that runs 24/7.

Ironically, ConAgra still operates its own business in a facility adjacent to Clif, so the parking lot was designed to function as a shared space for trucks and docks for both companies. To ensure a smooth transformation and to mitigate disruption, Clif invited a handful of ConAgra employees to be part of the planning team to have a voice in the process.

INNOVATIONS FROM THE PLANT FLOOR Before it makes any decision, Clif Bar & Company considers how it will impact the company’s Five Aspirations — sustaining people, planet, community, business and brands — on which it measures perforance. This includes decisions for capital expenditures as well. On the shop floor in Indianapolis, here’s a list of the key innovations that keep the bars cranking, oftentimes in record numbers.

Aagard case packing systems Baker Perkins tunnel ovens KleenLine transfer and connecting conveyors Peerless horizontal mixers Schubert secondary packaging Shick Esteve AIM batch management and liquid systems Syntegon primary packaging —Below: The first major installation at Indy included three case packing lines to relieve bottlenecks.

“They were great partners,” Sloan said. “We just looked at them as part of the team. It doesn’t matter who’s paying your check … let’s just go on a ride together.”

“This city has been very proud of what we’ve done, and we might see more buildings like this in the future,” Tintelnot said. “It’s exciting to show what’s possible.” CB FEBRUARY 2021 Q1

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Photo courtesy of Clif Bar & Company

In the end, Project Reveal has done just what the name intended: Revealed to the workforce, the community and the industry exactly what’s possible, even when the hurdles seem insurmountable. Like its sister plant in Twin Falls, Clif Bar Baking Company of Indianapolis stands to become a true influencer in manufacturing design.

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Photo courtesy of PepsiCo Foods North America

Laura Ma xwell | senior VP, supply chain | PepsiCo Foods North America

The Influential Engineer Laura Maxwell breaks down barriers to leadership, innovation and speed to market.

BY J OA N I E S PEN C ER

“We have to follow the trends, and the most important thing we can do is break down the barriers that keep us from moving fast when those trends appear.”

FEBRUARY 2021 Q1

Laura Maxwell, senior VP, supply chain for Plano, TX-based PepsiCo Foods North America, may have spent her career at the same company, but she’s had a hand in all facets of snack manufacturing from engineering work in Frito-Lay plants to holding executive positions in PepsiCo headquarters.

Her involvement with PepsiCo’s growth agenda ranges from new product innovation and supply and asset planning to addressing retailers’ go-to-market strategies.

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By doing so, Maxwell has unlocked keys to bridging the gap bwetween marketing and manufacturing in a time when change is the status quo and consumers are calling the shots. It’s been a long and winding road that brought several lessons along the way.

In the beginning, leadership was not on this engineer’s radar. For Maxwell, technical and soft skills were mutually exclusive.

“All I could think was, ‘I don’t want people reporting to me,’” she recalled. “I wanted my performance to be measured by my work.”

EXECUTIVE PROFILE: LAURA MA XWELL That mentality suited her first role as project engineer in a plant, but thanks to an early mentor, her mindset shifted.

“People often assume that professional development is all about promotions,” she said. “And while that’s true in some respect, I would argue that it’s also about leading something that you’re not an expert in because it develops different muscles, and it challenges you in an entirely different way.”

“He said, ‘I think you should try production supervision. Take on a team and see what you think.’ I did, and I loved it. I discovered I love working with people and the reward that comes with watching others get excited by their achievements. And I never looked back.”

Maxwell learned quickly how to marry management and engineering through servant leadership in her first supervisor position on a Frito’s corn chips line. “I took the certification for processing operatives; I learned how to pack — though I could never do it as fast as the packers on the line — and I even did my best at moving the pallet jack around the warehouse,” she said.

“I was determined to learn from people and show them I could do it.”

That ingrained in Maxwell a love of the manufacturing process beyond the engineering scope, though that mindset has always driven efficiency for her teams.

“Simplification in manufacturing and supply chain drives efficiency,” she said.

“There are roles where functional expertise is what carries the day,” she said. “But there are times that, when you take it away, all you’re left with is leadership.

And in those times, your leadership skills develop like no other.”

However, simplification became rather complex when the marketing department came calling. In a bold move, the company’s CMO tapped Maxwell as a VP of marketing. She described it as a shot heard round the world when PepsiCo appointed a ­manufacturing engineer to lead a group in the marketing team.

Traditionally, these two roles don’t play in the same sandbox, so what happens when you bring manufacturing into marketing … and then back again?

She offered a piece of executive advice: By leading in areas outside of your specialization, you can carry your proficiency into new frontiers. “For supply chain, especially in the food industry, we become known for our functional expertise,” she said, noting that stepping outside the comfort zone can sharpen skills that might otherwise lie dormant.

This, Maxwell noted, often means learning from junior-level staff and charting unknown territory that can lead to personal and professional growth while benefitting the company at the same time.

“There are roles where functional expertise is what carries the day,” she said. “But there are times that, when you take it away, all you’re left with is leadership. And in those times, your leadership skills develop like no other.”

For Frito-Lay, this experiment created mindset shifts across the board. While marketing is generally known to think in terms of “new, better, faster,” the R&D and production sides often commit to achieving two of the three. But bringing a manufacturing expert into the marketing realm bridged that gap and opened new views to what’s possible for raising the bar in product ­development.

When Maxwell made the move back to supply chain, she saw manufacturing through an entirely new lens.

The game changes.

“Now I see consumers are driving something that’s a greater need to the company in terms of growth,” she said. “I bring a consumer empathy into the role and have

On a personal note, Maxwell learned a lesson she believes all leaders should experience.

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COMMERCIAL BAKING

EXECUTIVE PROFILE

Photo courtesy of PepsiCo Foods North America

(From lef t) Laura M a xwell; Steven Williams , CEO, PepsiC o Foods Nor th America ; and B rian M udd , site senior director at the Frito - Lay facilit y in Ir ving , T X .

gained a higher level of trust among the teams.”

Back in the day, Frito-Lay was known for chips with a handful of flavors, which resulted in the scale and efficiency engineers so love. “In those days, we didn’t have as much complexity; we would run flavors for much longer and then put them on a truck, and we were on our way,” Maxwell recalled.

In 2012, everything changed. The launch of Lay’s “Do Us a Flavor” campaign invited consumers into the world of ­ p roduct development. Marketing and manufacturing came together in a whole new way.

FEBRUARY 2021 Q1

It was a genius marketing strategy, but it blew apart all previous conceptions about speed to market.

“Think about it from the standpoint of the manufacturer and the one on the end-toend supply chain side,” Maxwell said.

Where there once was a defined time to market, including product development and consumer and market testing, this campaign meant Frito-Lay had to manufacture much more quickly.

“Everything we knew about timelines, handoffs — everything — had to be shattered,” Maxwell said. “We had to parallel 34

path everything, and the flavor houses had to do the same thing. I couldn’t tell you how many weeks we shaved off, but we shattered the timelines.”

At that time, Frito-Lay had developed a campaign intended to disrupt how consumers interacted with the brand, and it disrupted how the supply chain would function … for this campaign and into the future.

PepsiCo certainly could not have predicted how ­beneficial the change would be in the years to come.

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EXECUTIVE PROFILE

want to eat but also when they want them to hit the shelves.

“It used to be that, as the manufacturer, you largely designed the trends,” Maxwell said.

“But the consumer is in charge now, and our role is to keep consumer-centricity core to all we do.”

A combination of engineering and empathy has become integral to the process.

“We’ve become more flexible to consumer needs this year more than ever,” Maxwell said. “COVID-19 has changed people’s habits in terms of how they use our product, and we have to be prepared to act quickly.”

“There’s a real opportunity here to help people understand that this industry is very exciting; it’s fastpaced, and it has a lot of problem solving through technology like automation and robotics.”

During the pandemic, snacking consumption skyrocketed, and it morphed in terms of product preferences and packaging types, depending on stages such as foodservice lockdowns and remote learning in the spring and fall.

“All of a sudden, it became about big, multiserve offerings people can eat in their home,” Maxwell said. “But at some point, it will suddenly go back to being about portability and snacking on the go. These are the things we now recognize more easily.

We have to follow the trends, and the most important thing we can do is break down the barriers that keep us from moving fast when those trends appear.”

Breaking down barriers has become part of Maxwell’s functional expertise, whether it’s between manufacturing and marketing or consumers and the brand.

And she’s also breaking down barriers to entry for young women to enter the engineering field and, more specifically, food manufacturing.

For her, change must start with the leaders and managers whom students and young professionals see above them.

FEBRUARY 2021 Q1

“I always say that the No. 1 thing we can do to attract women and a diverse leadership group to the table is to make sure they see themselves,” she said. “That’s far and above any other action we can take, though I realize that doesn’t mean it will happen tomorrow.”

The key, Maxwell noted, is communicating about STEM careers at an earlier age, such as high school or even middle school, and helping students make the connection between engineering and food production.

“Last year, I was at one of our manufacturing sites talking with a group of female interns, and their biggest surprise was the amount of automation,” Maxwell said. “There’s a real opportunity here to help people understand that this industry is very exciting; it’s fast-paced, and

36

it has a lot of problem solving through ­technology like automation and robotics. There’s a lot we do that people just don’t know about.”

Perhaps the pandemic has brought a bit of serendipity when a light was shed on the food supply chain and the people involved with it.

“In a very odd way, the recognition of the role we play in delivering food has given us momentum to solve things, to make sure we meet the needs of consumers and, in some respect, the nation,” Maxwell said.

Throughout her storied journey and her vast experience with the process, she has taken one thing to heart. “It’s a point of pride to be part of the supply chain.” CB

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CONSUMER TRENDS: S TAT E O F F O O D S E R V I C E

Following a Year of Hindsight Outlining the impact for some of commercial baking’s biggest customers

BY J OA N I E S PEN C ER

© djile – stock.adobe.com

Cabin fever and quarantine fatigue in the four th quar ter drew people out of their homes and back into bars and restaurants . Shor tly af ter, COVID -19 cases spiked , and foodser vice shutdowns and other limitations returned .

Lockdowns. Layoffs. Reopening at a quarter of capacity. Overhauling business models and menu offerings.

But that percentage is only a snapshot of the complicated havoc that COVID-19 wreaked on American foodservice operators.

Despite it all, many foodservice ­operators searched for new ways to keep foot traffic moving and their frontline workers safe.

The pandemic’s panic buying sent commercial baking’s retail business into hyper speed, but the foodservice side spiraled. According to the National Restaurant Association, the overall restaurant industry projected a $240 billion loss in sales for 2020, which translates to a 27% drop from the originally estimated $899 billion in sales.

In 2020, the industry went from freefall to rebound and then back into decline as it ­grappled with a range of challenges.

“We had to deal with quickly changing regulations — country by country, region by region — and they were all very different,” said Eric Kestenblatt, director of global bakery quality assurance for Lorton, VA-based Five Guys Enterprises LLC.

It was supposed to be a record year.

Weather changes either welcomed outdoor dining or shut it down, depending on the location, season or even week. Consumer cabin fever and quarantine fatigue led people back into bars and restaurants, which then t­ riggered more shutdowns and restrictions.

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In one area, for instance, face masks were mandated; in another, they were merely suggested. And varying degrees of dinCOMMERCIAL BAKING

S TAT E O F F O O D S E R V I C E

able option to create new ways to stay afloat.

ing room ­occupancy rules became just as tenuous.

It’s true that some have faltered, especially full-service operators who don’t have carryout options or just can’t profitably operate at occupancy rates sometimes below 25%.

“Those types of changes were very challenging,” Kestenblatt said. “We’re a fresh and scratch business, so the constant changes would impact inventory and ordering of the produce, beef and buns. It created significant chaos.”

Today, as we approach the one-year mark of the pandemic’s presence on US soil, a light is visible at the end of the tunnel … although right now, it’s just a dull flame.

“Looking ahead at 2021, there’s not an immediate rebound to prosperity, not at the level of sales the industry posted in January and February of 2020,” said Hudson Riehle, senior VP of research for the National Restaurant ­Association. “The challenge of forecasting is that one really needs to know where the trough of the chasm is. From there, you can project going forward.”

In terms of national economic growth and gross domestic product (GDP), while foodservice saw a relatively decent comeback mid-year, the overall GDP suggests the industry’s tangible rebound won’t fully be underway until the second half of 2021.

“The challenge of forecasting is that one really needs to know where the trough of the chasm is. From there, you can project going forward.”

Hudson Riehle | senior VP of research | National Restaurant Association

“Moving forward, consumers will be more ­interested in supporting not only local foodservice establishments but also manufacturers that source more locally,” said Shelley Balanko, PhD., senior VP, the Hartman Group.

It’s just a matter of getting people back into the restaurants, and although vaccines have ­become available in the US, there are still s­ afety c­ oncerns that will likely remain until the virus is eradicated.

In November, the National Restaurant ­Association conducted a survey of 6,000 restaurant operators and 250 supply chain businesses. It revealed 17% of all eating and drinking establishments had temporarily or permanently closed in the fourth quarter, and 87% of full-service establishments reported a 36% drop in sales revenue and projected it to drop again in the winter.

“In other words, the first half of the year in terms of GDP growth and the consumer ability to spend, even with the integration of a vaccine, is still expected to be weaker than in the second half,” Riehle said.

In August, Mintel’s prediction for a full recovery projected the year 2023 when the industry would see a rebound to pre-­ pandemic sales, and the recovery period is expected to last into 2025 because of recessionary effects further impeding consumers ability to dine out.

The “Blueprint for Revival” report, the N ational Restaurant Association’s rec­ ommendations submitted to House and Senate leaders in December, was integral to prioritizing foodservice workers for testing and vaccinations moving forward.

This will help food and restaurant indus-

That doesn’t mean foodservice is completely without opportunity or that ­ ­operators are not tapping into every availFEBRUARY 2021 Q1

But the pandemic has brought out the human element for restaurant workers’ safety and livelihood as well as the people who are responsible for getting the food to establishments in the first place. In many ways, it’s humanized food manufacturing and incentivized people to inject dollars into foodservice, especially on a local level. Many consumers know that supporting restaurants will provide jobs to the service industry and ultimately boost the economy.

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tries get back to growth and enable them to safely provide Americans with healthy food, a­ ccording to the association.

In an industry with an average 5-6% profit margin, the effort of foodservice operators has been nothing short of extraordinary to enable consumers to safely eat on-premise.

Balanko observed that peoples’ hesitation to eat onsite often does not come from restaurant protocols. In fact, in Hartman Group research, people reported feeling encouraged by foodservice safety measures; they’re just missing the overall experience.

“They’re more fearful of other diners than they are the establishment itself,” ­B alanko said. As vaccines become more widely accessible, that fear could wane, and with those safety measures still in place for the first half of the year, it could lead to an uptick in business.

“Pre-pandemic, about 45% of all American adults reported they weren’t using restaurants as much as they would like to in their daily lifestyle,” Riehle said. That number reflects an elevation after the 2008 recession. “It went up and never really came back down to the levels before 2007.”

During the pandemic, the National Restaurant Association reported that consumer pent-up demand reached 80% of all American adults. Although it’s going to take time, this hints t­ oward a bounce back.

“Roughly 90% of all American adults enjoy going to restaurants; that certainly isn’t going to change in the long-term,” Riehle said.

FEBRUARY 2021 Q1

Photo by Daria Shevtsova from Pexels

As things slowly creep back toward a semblance of normal, commercial bakers can expect incremental increases from their customers when consumers try to fulfill that untapped need, or as Riehle described it, “pent up” demand.

Although restaurant operators are master fully creating ways for consumers to order takeout, curbside and deliver y, the thing people are missing the most is the full experience that comes with dining out.

“The ability to understand and integrate not only traditional but also innovative new products in the years ahead is an important component of shifting food spending back toward the away-from-home solutions.”

This spells opportunity for commercial baking companies.

Experience is a big driver for consumers to eat out, but that need can’t be fulfilled during a lockdown or onsite at a quarter capacity. As a comfort food, baked goods 42

are a hallmark of the eating encounter, and that’s not only satisfying for a carryout indulgence during the winter, but it’s also a chance to enhance that onsite experience when the opportunity r­eturns post-pandemic.

That could come in the form of a decadent dessert, a cookie add-on to a QSR meal or even an incredible sandwich when the joy of cooking at home eventually loses its luster.

There’s a long road ahead for foodser-

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87%

of full-service establishments reported a 36% drop in sales revenue.

National Restaurant Association

vice, but technology advances help create change that will last in the long-term and even create more opportunity for operators and their bakery suppliers.

­mphasis on off-premise dining will not e likely fade post-pandemic. “It was already a long-term trend, even pre-pandemic,” he said.

For example, Five Guys, whose model is built around on-premise dining, learned to make operational adjustments for convenient curbside and carryout and has conducted extensive tests for quality control to ensure a comparable eating experience at home vs. onsite.

In fact, Riehle noted that pre-COVID, nearly one in 20 orders was done digitally, and today it looks more like one in five. “That’s a huge jump,” he said. “And it has forced consumers to become much more familiar with how to navigate the restaurant industry from a technology standpoint.”

Before COVID-19, Five Guys ran that onsite operation with assembly-line efficiency.

According to Riehle, demographics are important factors in digital ordering. While younger consumers typically search for establishment by food type such as burers, sandwiches or sushi, older consumers search for companies or brands they know.

“When the pandemic hit, our orders were ­coming in from the phone, the web and delivery agents,” Kestenblatt said. “That drastically increased the c­ omplexity of our operation, but we very quickly shifted into that mode and did a great job with it.”

Technology tools such as geofencing for curbside and carryout service will most likely have staying power for this global ­burger ­operator.

Riehle also predicted that the current

“How people use technology to achieve a solution is different,” Riehle said. “And from the baking industry’s perspective — particularly over the upcoming decade ­ with more r­ apid integration of t­ echnology — the ability to use that environment to promote and incent consumers to use baked goods is new ­territory.”

© bignai – stock.adobe.com

D uring the pandemic , consumer hesistation to dine onsite doesn’t t ypically come from concerns about the foodser vice operator. In fact, people are confident in restaurants’ food and people safet y practices . They ’re of ten more ner vous about other diners than the establishment itself.

FEBRUARY 2021 Q1

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Specifically, he suggested yield management is a new horizon that s­ uppliers of baked goods should tap into for ­foodservice.

TRACKING THE FOODSERVICE COMEBACK

“This creates the ability to used baked goods as a nudge for consumers to use online ­ordering,” Riehle said. He also suggested that items such as muffins, cookies and other desserts make easy add-on incentives through yield management.

T O TA L S A L E S ( $ B I L L I O N S )

$800

This variable pricing strategy, often used for airline tickets and hotel reservations, is making its way into foodservice menu pricing by time of day or day of the week.

And now, it’s evolving to generate demand through product ­p romotion as well.

$750

$794.8

$700 $650 $600 $550 $500

$489.8

$450 0 2015

2016

2017

2018

2019

ACTUAL

As a supplier of bread products to the foodservice industry, Baltimore-based H&S Bakery made several adjustments to ­accommodate customers who were still in business but unable to allow suppliers into their ­e stablishments.

EST

2022

2023

2024

2025

FORECAST

we’ve had the power to do that, and it’s been very helpful,” Paterakis said.

On the road to recovery, it feels like “one step forward, two steps back.” Although the journey is slow, the return will come.

“Looking toward the future of the industry, it certainly remains optimistic, but this current period of the pandemic and its lingering ­after-effects on consumer behavior is quite substantial,” Riehle advised.

Photo by Clem Onojeghuo on Unsplash

H&S did a major overhaul to its proprietary web-based ordering system and offered flexibility on order minimums to reasonably meet foodservice customers where their biggest needs are.

The company also launched a new website that is equipped with a marketing automation feature to identify targeted leads based on data from catalog downloads.

FEBRUARY 2021 Q1

2021

Source: Mintel ’s “ The COVID -19 Impact on Foodser vice: O peration Recover y ” repor t.

“The nursing homes and hospitals can’t see us,” said Shawn Paterakis, key accounts manager, H&S Bakery and Distribution. “We used to just walk right in, but we can’t do that anymore. So, we have to maintain those relationships and show our customers we’re still here for them and just a phone call away.”

This enables sales team members to ­c onnect directly with current and prospective ­ customers. “It’s the first time

2020

O ne of the biggest challenges that foodser vice operators face is the abilit y to manage costs while operating at 25% capacit y.

46

“I don’t think anyone can doubt that the consumer has embraced using foodservice in their ­d aily lifestyle, and it’s very difficult for them to ratchet back long-term and revert back to at-home solutions.”

Foodservice providers — and those ­bakeries who supply them — simply must stay the course. CB

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E ME RGI N G MA R K E T: A RT I SAN

Bread Winners

Capitalizing on the at-home baking movement for center-store growth

BY M AG G I E G LI SA N

2020 was the year of baking bread. When COVID-19 put the world on lockdown, panicked consumers stocked up on flour and yeast and started kneading.

As a result, baking staples saw exponential growth, with sales of baking yeast up 457%, baking powder up 178% and flour up 155%, over the previous year ending March 28, 2019, according to Nielsen data.

Print sales for bread cookbooks in the ­United States also grew 145% for the nine months ending September 2020. And according to Kristen McLean, NPD book industry analyst, the at-home bread baking movement could have staying power. “Baking offered a comforting escape, and yeast suddenly became more difficult to find than toilet paper,” she said. “Sales of bread cookbooks are still well above 2019 levels, and given that the pandemic is still with us, the trend could be sticking around for a while.”

Even if the popularity of at-home baking bread continues in a post-COVID world, signs indicate the increased interest in the bread category — particularly artisan and craft-style — could provide opportunities on grocery store shelves as well.

In a December 2020 episode of the American Bakers Association (ABA)’s Bake to the Future podcast, Robb MacKie, ABA president and CEO, interviewed Fred Penny, ­p resident, Horsham, PAbased Bimbo Bakeries USA (BBU). The discussion recapped 2020 and looked forward to 2021, and the conversation suggested that this is the year to build on consumers’ renewed appreciation for baked goods.

Penny pointed to the change in consumer behavior as one reason for the lift in a ­c ategory that was previously struggling to grow. “The big shift to food consumed at home — as opposed to away from home — clearly has driven the category significantly. And one of the big questions we’re asking ourselves is, ‘How much of that shift is going to be s­ ustainable?’”

But the growth in the bread category as a whole — coupled with other trends like the demand for clean labels and greater ethical and environmental transparency in foods and ingredients — indicate that consumer interest for artisan products in the grocery store could be an area for growth and innovation.

“The big shift to food consumed at home — as opposed to away from home — clearly has driven the category significantly.

And one of the big questions we’re asking ourselves is, ‘How much of that shift is going to be sustainable?’”

Fred Penny | president | Bimbo Bakeries USA

© Milan - adobestock.com

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COMMERCIAL BAKING

E M ERGI NG MARKET: A RT ISA N “Transparency throughout the supply chain will dominate in 2021, with consumers searching for brands that can build trust, provide authentic and credible products and create shopper confidence in the current and post-COVID climate,” said Lu Ann Williams, director of insights and innovation at Innova Market Insights.

of shoppers are more likely to switch to a brand that provides in-depth product information.

Photo courtesy of La Brea Bakery

The International Dairy-Deli-Bakery Association’s What’s in Store 2020 supported that, indicating 75% of shoppers are more likely to switch to a brand that provides indepth product information, while 59% believe transparency means a “plain English” description of ingredients.

75%

International Dairy-Deli-Bakery Association In a September 2020 study commissioned

by Ingredient Communications, most respondents expressed a preference for ­natural ingredients as well as a distaste for artificial additives. Eighty-one percent said they find a label that states it is “made with natural ingredients” very appealing or quite appealing, while 78% said they find a label that states it is “free from artificial ingredients” very ­appealing or quite appealing.

Transparency has long been a hallmark for Los Angeles-based La Brea Bakery, which has been selling its artisan breads nationwide since 1998. “We know that consumers want to identify every ingredient on the label, and we deliver on that,” said Chris Prociv, VP of marketing and innovation, La Brea Bakery.

The company saw a sales uptick in 2020, particularly in its Take & Bake portfolio.

And Nielsen data shows that the artisan bread take-and-bake category is up almost 40% against a year ago, as compared to pre-COVID when the category was growing at a rate of 7%. “Consumers are realizing that take and bake is the next best thing to homemade,” Prociv said. “When they want bread, they want that sensory experience, even if they don’t have the time to make it themselves.”

FEBRUARY 2021 Q1

The artisan bread take-and-bake category is up significantly, and in 2020, La Brea Bakery saw an uptick in its Take & Bake portfolio.

In October 2020, Rustik Oven expanded its artisan bread line nationwide. The bread — available in Sourdough, Artisan White, and Hearty Grains & Seeds — is made using a traditional European baking process and is Non-GMO Project verified and made without artificial colors or flavors.

Other large commercial baking companies have expanded into the artisan space as well.

“For so long, we heard our consumers’ feedback over the struggle of choosing between the superior quality of bread from their favorite local bakery and the longer shelf life and convenience of bread from a grocery store,” said Jessica Grane, marketing director, premium and artisan breads at BBU. “Thanks to our signature baking process, we’re proud to bring this unique offering to the artisan bread category and offer our fans the taste that they love in a more convenient way.”

Trend reports suggesting an increased demand for products that promote immunity

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— no doubt sparked by the pandemic — and overall health could be another factor driving consumers to purchase artisan.

According to Innova’s Top Ten Trends for 2021, six in 10 global consumers are increasingly looking for food and beverage products that support their immune health.

And an October 2020 study by FMCG Gurus showed that 64% of consumers are more interested in ingredients or food and drink products that provide protective or preventative health benefits.

Studies have shown that the slow-fermented bread could be easier to digest and contribute positively to the microbiome and overall gut health. “I think there’s an opportunity, especially with sourdough, to lean into the nutritional advantages that artisan bread can provide,” Prociv said.

A simple, clean ingredient list could also be reframed and communicated more ­clearly to consumers. “At the end of the day, bread is flour, water, yeast and salt,” said

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E M ERGI NG MARKET: A RT ISA N Charles Negaro, Jr., CEO of New Haven, CT-based Chabaso Bakery, a family-owned commercial bakery that has been selling ciabattas and other artisan breads for more than 30 years. “I see an opportunity for increased storytelling in the bakery aisle and for better educating consumers on what they’re eating and how it contributes to their overall health.”

When promoting the benefits of commercially produced bread, Penny suggested that it’s important to craft the message holistically, rather than honing in on just one small piece.

Regardless of the trend factors and supporting data that suggest now is the time to dip into artisan, there are certainly inherent production challenges — namely, time, resources and cost — to baking this style on a commercial scale.

For Negaro, one thing is universally true when it comes to true artisan bread baking: There are no shortcuts. “Flavor and texture take time. At Chabaso, our bread fermentation process takes 20 hours or ­ more. We have equipment that allows us to form the dough on a large scale, but we still do much of the work by hand. We never want to lose that quality of a neighborhood bakery.”

Photo courtesy of Chabaso Bakery

“I think it’s ensuring the messaging about a balanced diet and ensuring the messaging about the fact that the products we provide can fit into a healthy lifestyle,” he told MacKie on the podcast. “I think that’s part of it. I’m not so sure specific claims necessarily are going to be the end-all answer. I also don’t think we can forget about the fact that consumers are still interested in sustainability, food waste, etc., and as an industry we need to be all over that. We’ve got to continue to work on all elements of the areas of responsibility that we have as an industry. Nutrition is certainly one of them, but it’s not the only one.”

Chabaso Bakery is jumping on opportunities for the storytelling around the health benefits of artisan bread.

80%

of consumers ­reported that taste was the top factor in deciding whether to try a new food trend.

Kearney Food Trends Survey

The same is true for La Brea Bakery, in that quality is never sacrificed for the sake of

FEBRUARY 2021 Q1

52

E M ERGI NG MARKET: A RT ISA N cost savings. “The craft of artisan is ­inherently a long process, and it’s a labor of love that’s baked into every loaf,” Prociv said. “But we’ve never wavered in ensuring we take the time to create a premium product. We always want to deliver the best, and you can’t skimp on the details if you want that rustic golden crust and moist, chewy interior.”

And taste reigns in terms of consumer buying behaviors. According to a 2020 Kearney Food Trends Survey, 80% of consumers reported that taste was the top factor in deciding whether to try a new food trend, followed by price (61%) and health (55%).

“I believe we’re going to have a demand for things that just taste better,” Negaro said.

“We have people who have tried better-­ tasting bread in the past 12 months, and they don’t want to go back. But they want that high-­quality product in a way that’s easily ­accessible.”

“I see an opportunity for increased storytelling in the bakery aisle and for better educating consumers on what they’re eating and how it contributes to their overall health.”

Charles Negaro, Jr. | president | Chabaso Bakery

Whether those consumers who picked up quarantine bread baking will abandon their sourdough starters altogether is yet to be

Photo courtesy of La Brea Bakery

There are many implications with producing artisan bread on a commercial scale, including the time it takes to create bread that becomes a multi-sensory experience.

FEBRUARY 2021 Q1

54

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E M ERGI NG MARKET: A RT ISA N determined. But in an October 2020 ABA webinar, Todd Hale, principal, Todd Hale, LLC, emphasized the staying power of the home-baking trend and encouraged companies to find new ways to reach consumers, suggesting these new home-based ­behaviors will continue.

“The at-home demand is still there,” he said. “I urge you to think about how to keep it going as away-from-home still struggles.”

Photo courtesy of Lachlan Ross from Pexels

That said, more consumers may venture back out in the coming months as vaccines proliferate and quarantines lift. Then baking companies can seize new opportunities to capitalize on the awareness of — and ­demand for — artisan breads as they take the spotlight in the center aisle. CB There are no guarantees on how long the homebaking trend will last, but commercial bakeries can deliver products that have the same — and likely better — qualities as bread made at home.

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Summit at the Center

Wholesome, clean label and nutrient-rich bread products produced with a transparency of ingredients, processes and people will be well-positioned to keep bread products top of mind for consumers in the months to come.

It’s long been referred to as a staple of life, but in 2020, bread added new meaning to the old adage. As consumers came face-to-face with the unbelievable nature of a global pandemic and a range of associated unknowns, they demanded the basics ... with bread returning off-the-charts results thanks to the 24/7 efforts of commercial bakeries throughout the world.

$37B The bakery department recorded $37 billion in current dollar sales.

Source: IRI

Supply and Demand Perimeter Dollar Share

TORTILLAS/WRAPS/ FLATBREADS: 7. 3 3 %

ENGLISH MUFFINS: 8.41%

BAGELS/BIALYS: 13.66% BREADS: 44.36%

BUNS/ROLLS: 2 6 .1 6 %

** Variance: 0.08 Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

59

Practically overnight, calls for bread reached unprecedented highs, culminating in an 11.8% increase in dollar growth during 2020, a 4.2% change vs.

2019. Sales in the bakery department reached $37 billion, a 5.2% positive gain over 2019 and $1.7 billion in absolute dollar gains, according to the new report, IRI Total vs. Integrated Fresh, powered in partnership with IDDBA. Lockdowns and primal behaviors triggered by fears of an unknown virus found people turning away from the perimeter and returning in droves to the shelf-stable safety of the center store, creating unbelievable demand for a variety of bread items. Chicago-based IRI recorded dollar sales growth of center-store buns/rolls at 16.4% and center-store bread at 9.9%.

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Plotting a New Course As consumers navigated the new normal of work- and school-fromhome mandates, households of all sizes quickly recognized they would now need to produce meals, including snacks, throughout the day, as most dining-out options became largely unavailable.

4.2% The bakery department saw a 4.2% increase vs. a year ago.

Center Store Dollar Share

ENGLISH MUFFINS: 5.0%

TORTILLAS/WRAPS/ FLATBREADS: 1.43%

BAGELS/BIALYS: 7. 3 9 %

BREADS: 56.89% BUNS/ROLLS: 28.24%

Source: IRI

In response, some took up the challenge to learn or revive cooking and baking skills. For others, the stress of the unknown and increased home-bound time left little energy to create from-scratch options for every meal. Even food-centric social media saw a shift away from aspirational and ­ d estination-fueled food pics to more sedate and wholesome snaps of pantry-­inspired and tried-and-true family favorites.

In hopes of minimizing extraneous decision-making, many consumers also chose to stick with a dedicated shopping list and a commitment to less-frequent store trips, but this diligence quickly culminated in meal planning fatigue. The revival of the sandwich and a variety of accompanying bread products came to the rescue with breads and buns/rolls leading center-store growth. IRI also cited growing appreciation for the versatility of tortillas/wraps/flatbreads, which are FEBRUARY 2021 Q1

** Variance: 1.05 Source: IRI Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

Bread products and buns/rolls lead center store growth with an increased appreciation for the versatility of tortillas/wraps/flatbreads for multiple dayparts and snacking.

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C AT E G O R Y O U T L O O K : B R E A D / B U N / R O L L

in use during multiple dayparts as well as for snacking, with a 13.2% change vs. a year ago.

One bright spot in the perimeter was bread at a 6.5% increase in dollar sales as consumers looked for fresh and par-baked organic, artisan and craft-inspired breads.

In its two-part 2020 Food Study Special Report, Hunter Integrated Marketing & PR compared consumer responses at the height of the pandemic to nine months later in December. In both reports, Hunter found many consumers used the same brands and products they always have. This found 71% reporting the use of the same brands and products in April 2020 and slightly fewer — 65% — in December.

Discovery of new brands and products rose 7% between April (45%) and December (52%), and rediscovery of products registered a mere 1% difference, toggling between 15% in April and 16% in December. Lower sales of private label bakery products, as recorded by IRI, also speak to the preference for beloved brands.

Perimeter Bakery Dollar Sales ($ in billions)

Perimeter Woes

$2.5

Away from the buzz around the center aisles’ empty shelves, the perimeter of the store told a slightly different story.

Throughout 2020, the in-store bakery saw an overall dollar sales increase, but growth for in-store buns/rolls just didn’t happen like it did in the center store.

However, one bright spot in the perimeter was bread at a 6.5% increase in dollar sales as consumers looked for fresh and par-baked organic, artisan and craft-inspired breads to add an element of special to the mundane.

$2.0

$1.5

$1.0

$0.5

$0.0 BREAD

BUNS/ROLLS

BAGELS/ BIALYS

TORTILLAS/WRAPS/ FLATBREADS

Source: IRI Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

FEBRUARY 2021 Q1

62

Buns/rolls saw a decrease of 3.7% and declines in average items per store as many bakeries made the difficult decision to eliminate bulk grab-and-go items in the perimeter.

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C AT E G O R Y O U T L O O K : B R E A D / B U N / R O L L

Faced with conflicting messages and the unknowns of how the virus could spread, the perimeter experienced overall losses as a result of mandated department closures, reduced bakery staff, and fewer — and smaller — gatherings and celebrations.

As consumers drastically reduced time spent in the grocery store and kept to the familiar center aisles, browsing the

13.81 B

Bakery innovation focused around ­nutrition and health could be a ­successful ­differentiating point throughout 2021.

Bakery department unit sales: a -3.3% drop from a year ago.

Source: IRI

perimeter bakery for freshly baked breads became a risk many shoppers chose to avoid. Time spent inside the store was instead largely characterized by stock-ups of shelf-stable and frozen items, while many people opted to stay out of the store altogether with click-and-collect online shopping and home delivery options.

Still working and schooling at home, consumers are generating new demands when it comes to size count and packaging for baked goods. IRI saw large velocity increases among center-store bread and buns/rolls driven by more consumers who were spending more per trip. New shopping habits are also giving rise to stock-up buying as people make use of the freezer or an additional refrigerator while making fewer trips to the store, according to Tim Grzebinski, IRI principal, client insights for dairy and bakery.

FEBRUARY 2021 Q1

2021 Forecast Predicting those 2020 numbers will eventually come back down to earth, IRI recommended bakers and their brands seek new ways to capture consumer attention. Mealtime fatigue and the monotony of at-home cooking will take a toll on consumers, and Grzebinski suggested looking for opportunities to provide them with ideas around meal solutions and convenience.

This could include tapping into the growing desire for restaurant- and ­foodservice-inspired eating at home with gourmet, artisan and premium offerings, according to Mintel. Healthand-wellness and better-for-you options will maintain momentum as consumers look for new ways to boost immunity. In pre-COVID environments and throughout 2020, natural claims,

64

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THE FRESH FACTOR Breaking Down Freshness

For consumers, there’s no topping freshness.

In fact, it’s the No. 1 quality they consider when purchasing a baked good. Twenty-eight percent of consumers check freshness and price before buying packaged sandwiched bread, and 81 percent expect it to last one to two weeks after purchase, according to Corbion research.

“If a product doesn’t seem fresh, it will likely be perceived as lower quality, and that trumps other purchasing factors like price and convenience,” said Kathy Sargent, Corbion, Director of Global Market Strategy.

What makes a baked good fresh?

Consumers use more than just their tastes buds to answer that question. While a variety of factors — taste, smell, appearance, how and where it’s made — contribute to a baked good being perceived as fresh, texture is paramount.

Is the product too crispy or not crunchy enough?

Is it light and moist or dry with an off flavor? Is the frosting or icing cracked or perfectly creamy?

The answers to these questions determine whether a consumer views the product as fresh and whether it will be purchased again.

Corbion research shows that 62 percent of consumers check appearance, texture or softness when evaluating the freshness of baked goods.

“People sometimes underestimate just how significant texture is in shaping a consumer’s perception of a finished application,” said JoAnn Rupp, global market insights manager. “Even minor texture changes can have an impact on the overall experience of a meal.”

Texture is shaped by a variety of factors including ingredient quality, climatic conditions, moisture content and the interaction of ingredients. These play a part in the resilience, tenderness and structure of a baked good.

Consumers are looking for unique products that feel, look and taste authentic, such as artisanal baked goods. And texture is often one of the top reasons they choose artisanal, which often combine contrasting textures, like blending a crispy or crunchy component with a soft, fluffy crumb structure.

What’s more, consumers desire products with cleaner

Freshness is top of mind for consumers when selecting premium bread and roll products.

labels that are free from overly processed ingredients. Now bakers must formulate for freshness, texture and health. Despite the complexity of this challenge, there is good news: Corbion solutions provide all three qualities to breads, buns, tortillas, cakes, muffins, donuts and more.

Source: Corbion Proprietary Research

28%

of consumers said they check

FRESHNESS & PRICE before selecting packaged sandwich bread.

Corbion solutions help bakers meet consumer expectations Texture is influenced by many ingredients such as dough and batter improvers which, for example, can help provide cake volume and symmetry while dough relaxers to make processing easier and more efficient.

Corbion’s Ultra Fresh® and Ultra Fresh® Sweet solutions not only offer several days of extended freshness, they also improve specific textural requirements such as softness, moistness and resilience.

Emulsifiers, which act as dough conditioners, promote stabilization and aeration, improve crumb strength and volume, and create softness.

By using these solutions to improve texture, the company helps to ensure the freshness of the baked good and the consumer’s satisfaction.

Source: Corbion Proprietary Research

of consumers indicated they primarily rely on the appearance and feel (softness) of bread to determine its freshness.

FRESHNESS

of consumers expect their bread to last

Source: Corbion Proprietary Research

weeks after the purchase date. of consumers say they are most interested in bread that can stay fresher longer than their current bread does.

Stays fresh up to

corbion.com/bakery

in @CorbionFood

Softness =

Source: Corbion Proprietary Research

“Working side by side with our customers helps us identify and implement the most fitting solutions for their specific application and consumer needs,” Ms. Sargent said.

food@corbion.com

Appearance

Source: Corbion Proprietary Research

TWO WEEKS LONGER!

C AT E G O R Y O U T L O O K : B R E A D / B U N / R O L L

Mealtime fatigue and the monotony of at-home cooking continue to take a toll on consumers. Look for opportunities to provide ideas for meal solutions and convenience.

Center Store Bakery Dollar Sales ($ in billions)

Ongoing rollout of the vaccine and the possibility of additional stay-at-home orders this year will find more consumers focused on health and immunity, which could create another uptick in 2021, though certainly not at 2020 levels. IRI predicted bakery innovation focused around nutrition and health could be a successful differentiator for bakers throughout 2021.

Whether in search of the tried-andtrue, health-and-wellness, or simple indulgence, consumers will look for the best returns from their purchases.

Wholesome, clean label and nutrient-rich bread products made with a transparency of ingredients, processes and people will be well-positioned to keep them top-of-mind for consumers in the months to come. CB

$10

$8

$6

$16.04B

$4

$2

$0 BREAD

BUNS/ROLLS

BAGELS/ BIALYS

TORTILLAS/WRAPS/ FLATBREADS

Dollar sales for total* center-store breads and rolls: $16.04 billion vs. total** ­p erimeter breads and rolls: $3.03 billion.

Source: IRI

*Total center store includes breads, buns and rolls, bagels/bialys, English muffins, and tortillas/wraps/flatbreads. **Total perimer includes breads, buns and rolls, bagels/bailys, croissants, and tortillas/wraps/flatbreads.

Source: IRI Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

FEBRUARY 2021 Q1

whole grains, gluten free, non-GMO and organic all saw strong growth along with free-from products featuring the removal of artificial ingredients, colors, flavors and preservatives. Mintel’s 2021 Food & Drink Trends report cited wellbeing as a vital concern as consumers place attention on the importance of maintaining physical, mental and emotional health.

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C AT E G O R Y O U T L O O K : C A K E

Battle for Growth

Let’s Eat Some Cake 2020 was a year that called for resiliency in spades, so what could be more uplifting than finding reasons to celebrate small successes and hardfought wins? Cake, while lagging overall in sales, still played a role in 2020. It was, however, dictated in part by a new set of rules that focused on only that which was essential, resulting in smaller g­athering sizes and the elimination of extraneous, impulsive trips to the store.

Perimeter Desserts/Sweet Snacks Dollar Share

BROWNIES/ SQUARES/BARS: 3.68%

SPECIALTY DESSERTS: 1.86%

$4.1B Dollar sales of perimeter cakes were $4.1 billion, a 4.4% drop from the previous year.

PIES: 1 3 .1 0 %

CAKES: 56.59% COOKIES: 24.7 7 %

IRI source as the bread outlook: Source: IRI Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

Larger, family-sized packages in limited SKUs and variety-centric smaller package sizes can meet the needs of smaller households and work- and school-from-home dynamics.

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Source: IRI

Consumers really needed — and deserved — something to celebrate in 2020. An optimistic approach to living life in an evolving new normal found people stocking up on cakes from the center store, producing a growth of $347 million, up 11.7% in 2020 vs. a year ago. In those center aisles, snack cakes also saw a boost with $1.16 billion in sales, up 7.5% in 2020 vs. a year ago. Frozen sweet goods experienced $266 million in growth, up 20.1% compared with last year.

IDDBA pointed out that the rise in purchases of frozen sweet goods demonstrated consumers’ plan-ahead mentality as they stock one or more refrigerators or freezers at home, according to Eric Richard, industry relations coordinator for Madison, WI-based IDDBA.

COMMERCIAL BAKING

C AT E G O R Y O U T L O O K : C A K E

With consumers favoring the reliability of the center aisles while spending less time shopping inside the store, the perimeter bakery, a place where browsing for beautiful, delicious things is the norm, felt the impact. Sales of $4.1 billion in perimeter cakes reflected a 4.4% drop from the previous year.

The loss is noteworthy as the vast majority of cake sales fell within the perimeter, roughly $1 billion in the fourth quarter, according to IRI. During fourth quarter, sales of perimeter cakes declined 5.9% vs. a year ago. Cookies and pies in the perimeter bakery also incurred associated losses of 4.9% and 3.6%, respectively, in 2020.

In contrast, the growth of shelf-stable, center-store cakes grew by 12%.

While perimeter cake sales were down 4.4% vs. a year ago, centerstore cakes grew 12%.

Source: IRI

5.8% Dollar sales of center store cakes hit $473,895,128, a 5.8% change from one year ago.

Center Store Desserts/Sweet Snacks Dollar Share

Source: IRI

An optimistic approach to living life in an evolving new normal found people stocking up on cakes from the center store, producing a growth of $347 million, up 11.7%.

FEBRUARY 2021 Q1

PIES: 1 0 .1 5 % CAKES: 12.61%

SNACK CAKES: 44.80%

BROWNIES/SQUARES/ BARS : 1 2 .1 9 %

COOKIES: 20.25%

IRI source as the bread outlook: Source: IRI Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

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Changing Habits Evolutions in how people live and shop may foretell a yet-to-be-determined impact, exemplified by changes in the purchase and consumption of snack sizes. Pre-pandemic smaller snack sizes were often used for on-the-go eating occasions and convenient snack options. Now, with more consumers remaining at home for school and work, snacking is playing an increasingly important role.

Jackson, MI-based Dawn Foods is seeing a rise in the popularity of miniature versions of cakes and other celebratory baked goods. This included 19% growth in cake bites and 25% in cake slices during 2020, according to Nielsen Total Store View, xAOC, for the four weeks ending Nov. 28, 2020.

Although not quite the same experience as enjoying a full-sized bakery cake, smaller-sized cake bites, slices and snack cakes offer consumers an element of cake-worthy indulgence with less guilt. These simple snack breaks are becoming particularly important as consumers use treats to break up the monotony of long days at home. Smaller package sizes also reflect a rise in the number of smaller household sizes.

IDDBA found sweet bakery treats offer an element of consistency and comfort and are increasingly being consumed during the morning daypart. For times deserving of a little more pomp and circumstance, consumers are turning to the frozen aisle for cakes as a treat for an impromptu celebration or smaller ­g athering or as a reward for simply surviving another day at home.

3.1% Dollar sales of center store snack cakes were $1.68 billion, a 3.1% increase from one year ago.

Source: IRI

$5.0

$4.0

Perimeter Desserts/ Sweet Snacks ($ in billions)

$3.0

$2.0

$1.0

Source: IRI Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

FEBRUARY 2021 Q1

$0 CAKES

74

COOKIES

PIES

BROWNIES/ SQUARES/ BARS

SPECIALTY DESSERTS

C AT E G O R Y O U T L O O K : C A K E

Moving forward, it’s expected cake in its many forms will still play a role in indulgence, particularly as families, friends and co-workers seek new ways to reconnect in 2021.

Portioned Indulgence The need to provide multiple meals and snacks for the whole family throughout the day is also prompting the need for more large-size multi-serve and multipack items, products that are up more than 11%, according to IRI. As work- and school-from-home continues in many states, consumers will further refine their consumption habits. Additionally, these eating patterns hold the potential for another evolution if more companies choose to embrace a longer-term hybrid model of part-time work from home, predicted Tim Grzebinski, principal, client insights, dairy and bakery, IRI.

11% Large-size multi-serve and multi-pack items, products are up more than 11%.

$2.0

Source: IRI

Center Store Desserts/ Sweet Snacks ($ in billions)

$1.5

$1.0

$0.5

$0.0 SNACK CAKES

CAKES

COOKIES

BROWNIES/ SQUARES/ BARS

PIES

Source: IRI Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) Latest 52 Weeks Ending Dec. 27, 2020

FEBRUARY 2021 Q1

76

Moving forward, it’s expected cake in its many forms will still play a role in indulgence, particularly as families, friends and co-workers seek new ways to reconnect in 2021. Bakers looking to re-capture the category can find a balance between providing larger, ­ g athering-sized items — perhaps in more limited SKUs — along with v­ariety-centric smaller package sizes that fit into the growing number of smaller households and the associated lifestyle needs and wants of those who indulge on a slightly reduced scale. CB

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The Existentialism of Bread ©Parilov – stock.adobe.com

It’s been quite a year for the bread/bun/roll category. Remember when dinner rolls came by the basketful on restaurant tables and pan bread sales fought to remain flat? Those days are but a distant memory.

In the pages that follow, we will take you through a range of challenges that several bakers in this category have faced — from workforce to processing to R&D — and some of the tools available to overcome them.

©Studio Romantic – stock.adobe.com

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COMMERCIAL BAKING

C AT E G O R Y I N S I G H T: B R E A D / B U N / R O L L

Five Guys’ proprietary specifications ensure the same bun in every one of its restaurants around the world.

For nearly every bread, bun or roll producer, the pandemic caused swift and drastic operational changes, whether foodservice accounts plummeted or runs on grocery store shelves sent orders through the roof. Meanwhile, consumer demands never took a day off.

The new year ushers in new hope with vaccines, but some bread consumption habits won’t return to normal for a long time … if ever, some would say.

Photo courtesy of Five Guys

Even under the best circumstances, commercial baking can be a complicated process, especially when serving foodservice customers like Lorton, VA-based Five Guys, a quick-service operator known for its fresh-made hamburgers in locations around the world.

For Eric Kestenblatt, Five Guys director of global bakery quality assurance,

ensuring that a guest at the Five Guys in Saskatchewan experiences the same burger as one in Dallas requires skilled bakery technicians who can work with various contract bakery manufacturers —more than 30 worldwide —and confirm that each operation is producing buns according to Five Guys’ strict proprietary specifications.

That’s a tricky proposition on an easy day, but in 2020, the pandemic impacted how many of those bakeries could manage the Five Guys business.

“Bakeries with a high percentage of supermarket business suddenly became very busy,” Kestenblatt said. “Some got into a situation where they had to pare down the SKUs they could produce, and some even got to the point where they were only making one or two varieties of their primary product.”

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C AT E G O R Y I N S I G H T: B R E A D / B U N / R O L L

Commercial bakers know a thing or two about fast changeovers, and that had to drive the mindset for quick business changes as well.

When determining baselines for efficiency in all its plants, H&S has a simple philosophy. “It all depends on the facility,” Paterakis said.

In the Baltimore area, H&S Bakery made nimble adjustments from foodservice to retail, and as a result, its sister company Schmidt Baking saw an overall 50% spike in sales for branded retail bread in the second quarter of 2020.

Many commercial bakers were facing operational challenges prior to 2020, often turning to automation as a solution.

As the workforce gap widens, that’s just the first step.

“We adapted very quickly,” said Shawn Paterakis, key accounts manager, H&S Bakery and Distribution. The company was able to streamline SKUs, increase shifts and boost employment in the Baltimore area in a very short time. “When your feet get put to the fire, you’re able to sort things out fast.”

Additionally, Schmidt’s 647 brand — its low-calorie, high-fiber bread — experienced 80% overall growth last year.

That meant major shifts to accommodate the boom.

For modern bakery manufacturing, automation is at the heart of productivity. For Northeast Foods, sister company to H&S, its highly automated facility in Clayton, NC, is winning the day.

“A lot of technology was put into that plant; it’s very streamlined,” Paterakis said. “In all our facilities, it’s a priority to improve efficiencies and run more smoothly and with less shrink.”

H&S also invested in expansion and equipment installations for its “mothership” bakery in Baltimore, where it runs hundreds of SKU varieties in a highly complex operation.

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It’s true that automated lines make life easier for operators who haven’t mastered the art and science of baking, but they still must understand the intricacies of the dough beyond simply turning on the machine.

“No matter what level of automation, suppliers must engineer their equipment to make it simpler with just the press of a button,” Kestenblatt said. “But you can’t remove the need for the operator to look at the product and identify the quality attributes.”

This requires training that goes beyond how to run equipment to meet color and size specifications. “They need to understand the whole bake profile — the thickness of the crust and how dry or moist the product comes out of the oven,” Kestenblatt added. “Those can get overlooked if operators simply become ‘button pressers.’”

In the packaging department, there are certain tasks that machines just can’t take over. For example, unexpected changes caused by the pandemic have required some operations to make major packaging adjustments. Some products that were once bulked packed might now have to be bagged six or eight at a time, and that can be challenging to automate.

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C AT E G O R Y I N S I G H T: B R E A D / B U N / R O L L This is just one reason why, pandemic aside, the packaging department is where the bulk of labor still resides. And that creates more complexity in this area where social distancing is critical. From efficiency to human safety, automation in packaging stands to be the next frontier for innovation.

That said, there are innovation inroads on the formulating side, as well. After all, ingredients and equipment must become copacetic to create the optimum bread, bun or roll.

In recent years, enzyme technology has become key to creating a machinable dough and a quality product that will last on the shelf. “Ingredient suppliers have been doing a lot of work to research new enzymes in different combinations to take the place of those synthetics,” Radalia said.

Because the Five Guys bakery partners must deliver fresh product to stores almost daily, Kestenblatt also emphasized

©Renee Heetfeld – stock.adobe.com

Consumers expect consistency from commercially produced baked goods, and historically, that came from synthetic ingredients. But increasing clean-label demand has changed the game for bakers, and that can impact the entire production process.

“As [the industry] lost skilled staff, we introduced more synthetic ingredients, and it took away some of those variables that a knowledgeable baker would be able to solve,” said Rod Radalia, VP of innovation for Fort Wayne, IN-based Aunt Millie’s Bakeries. “When we use more natural ingredients, the process becomes more critical.”

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C AT E G O R Y I N S I G H T: B R E A D / B U N / R O L L

the importance of enzyme innovation to develop clean-label product freshness.

“Enzyme technology can help achieve — or at least enhance — that shelf life we’re looking for because it’s about getting the freshest possible product delivered to our stores daily,” he said.

While simplicity is top of mind for any commercial bakery, consumer demand doesn’t always make it so easy. Quality and consistency are paramount, but these days, people want their bread products to have more — and do more — with less. And that’s driving product innovation.

“The demands of R&D are greater, especially with speed to market,” Radalia said. He noted the importance of applying key learnings from all product development as well as in-plant trials to monitor parameters such as softness and resiliency.

Rod Radalia | VP of innovation | Aunt Millie’s Bakeries

Despite the devastation COVID-19 unleashed in 2020, it also spurred change unlike anything the bread/bun/roll category has seen in years … or perhaps ever.

Getting to the other side of the pandemic could spell opportunity along with change.

And with the right technology and innovation, it’s all possible.

—Below Partnering with suppliers for R&D helped Aunt Millie’s develop its keto-friendly, high-fiber products.

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“These challenges are what drive innovation and improvement in the baking industry,” Radalia said. “We’re doing ­ things we couldn’t have done 20 years ago, and that’s what makes this industry so exciting.” CB

Photo courtesy of Aunt Millie’s Bakeries

FEBRUARY 2021 Q1

“These challenges are what drive innovation and improvement in the baking industry.”

Bakers are also relying on supplier relationships to help with innovation.

It was a driving factor for Aunt Millie’s development of a keto-friendly, high-fiber addition to its Live Carb Smart product line.

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C AT E G O R Y I N S I G H T: C A K E

Mixing Up the Cake Scene

Cake bakers rely on adaptability now more than ever. “There’s a lot of opportunity,” said Marc Schulman, president of Chicago-based Eli’s Cheesecake. “You just have to pivot.” He also noted the importance of identifying the needs of customers tangential to the base market they serve.

The pandemic has obviously had a profound impact on the commercial baking industry, and perhaps in no bigger way than how consumers choose to indulge. IRI data revealed a mixed bag of headwinds and tailwinds for the cake category, and while progress may have slowed in certain areas, many producers in the cake category never faltered.

We spoke to a variety of bakers who produce snack cakes, muffins, cheesecake, layer cakes and bites to gain insight into the biggest challenges facing this category and the keys to overcoming them.

In 2020, many people didn’t know if they would make it back to work, if their family vacations or holiday celebrations would take place, or what was to become of their favorite restaurant. This uncertainty had a profound impact on the cake category and its producers.

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“Take the airlines for instance,” he said. “People aren’t flying first class or international, but you can look at other segments like QSR or find new opportunities on the retail side. Some of the business is looking really good, and we’ll see how the others come back.”

Denver-based Bluepoint Bakery discovered similar serendipity with products such as muffins that it sells to airport foodservice operators. The demand for individually wrapped items has skyrocketed during the pandemic, and to meet it, the bakery invested in an automated wrapper to accommodate those requests. Doing so consequently resulted in new business opportunities with foodservice operations in the healthcare industry at locations such as hospitals and nursing homes, as well as grab-and-go formats in restaurants and coffee shops.

COMMERCIAL BAKING

C AT E G O R Y I N S I G H T: C A K E

According to Janie Jeffries, Bluepoint sales manager, it’s about balancing food safety assurance and the perception of fresh within the right customer base. What Bluepoint discovered was that foodservice consumers place a heavier emphasis on the freshness of a product while people eating muffins in a healthcare setting are more focused on the assurance that food has had as little human interaction as possible.

Installing the wrapper opened new doors for Bluepoint. “It’s been a complete gamechanger for us,” Jeffries said. “Not only are the hospital cafeterias demanding individually wrapped products, but I can also tell them, ‘We can provide that wrapping for you and save you labor.’”

Lenexa, KS-based Hostess Brands is accustomed to consumer demand changing with the seasons. In fact, it’s a vital part of the company’s market strategy, especially for snack cakes, when working with retailers.

“Treats are a big part of what consumers associate with different key seasons, and at Hostess, we are best in class at that,” said Tina Lambert, VP of growth and innovation for Hostess.

Achieving eight seasonal changes a year requires adaptability in production, Lambert noted. “It’s about manufacturing flexibility and introducing new flavors, new toppings and new fillings without slowing down the lines or introducing inefficiencies,” she said.

Mexico City-based Grupo Bimbo sees this desire for cake creating crossover opportunities in several categories. “Consumers want to enjoy their favorite cookies with a cake experience or enjoy their favorite bars with cake-like texture,” said Jorge Zarate, global senior VP of operations for Grupo Bimbo. “This can impact the manufacturing process when crossing over to another category and maintaining texture and mouthfeel in the experience.”

Consumer demand for cake that also fits specific dietary needs is a whole other proposition, but not unattainable, according to Michael Mendes, CEO and managing partner of Northern California-based Just Desserts, which sells premium layer cakes, cupcakes and bites.

“It’s like a math equation,” Mendes said. “You need to have enough of the components to have the architecture of what people love

Photo Courtesy ofJust Desserts FEBRUARY 2021 Q1

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“Treats are a big part of what consumers associate with different key seasons, and at Hostess, we are best in class at that.”

Tina Lambert | VP, growth and innovation | Hostess Brands

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C AT E G O R Y I N S I G H T: C A K E

Photo by Elena Mozhvilo on Unsplash

about baked goods. Then you have to adjust for the demand for paleo and gluten free.”

Just Desserts has spent several years refining formulations for vegan products and a new gluten-free line, which launched earlier this year in retail outlets nationwide. All things considered, R&D for these types of products was less daunting for some products like muffins and bites, where textural challenges are a little bit easier.

“Our products tend to be richer and denser, and we’ve found some really good glutenfree flour blends and combined that with other natural gluten replacements,” Mendes said. “We’ve been able to develop some very interesting gluten-free products that have delivered on the texture front.”

Texture also has been important for Grupo Bimbo when developing cake products that offer wellness options such as clean label, and Zarate has seen increased equipment innovation to achieve those goals. “There has been supplier innovation with batter texturizers and hybrid heating system ovens, which help get

FEBRUARY 2021 Q1

specific textures to final products,” he said.

He’s also seen inroads on the ingredient side as well. “There has been a lot of innovation with shelf life extenders, texture improvements and nutritive ingredients to be added to this category usually considered to be an indulgent one.”

“Speed to market is at a premium right now.”

Marc Schulman | President | Eli’s Cheesecake

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Not unsurprisingly, speed to market becomes critical with consumer demand for an indulgent product in a time of high demand for health and wellness, limited consumer budgets and expectations for immediate gratification.

For Eli’s, speedy commercialization is baked into its DNA. “It really starts with our product development; we have a very strong process with that,” Schulman said, noting a marked increase in customers’ creativity for the kinds of products they want … and the expectation for a fast turnaround. “Speed to market is at a premium right now. Whether it’s a product we’re developing ourselves or one we’re codeveloping, we know how to make a quick turnaround and still deliver a consistent product.”

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C AT E G O R Y I N S I G H T: C A K E

Speed to market has also impacted Summit, IL-based Talerico-Martin, which supplies items such as muffins to c-stores.

When those customers seek change, time is of the essence.

Photo courtesy of Eli’s Cheesecake

“Most of our customers come to us looking for unique flavors and want something different,” said Chris Goebel, Talerico-Martin general manager. “The challenge is bringing that experience to them in a way that they can deliver to consumers and get the traction they need to justify carrying it for an extended period of time.”

Major R&D for the c-store market can also be tricky when dealing with fickle consumers, and being nimble sometimes means being able to change back, Goebel said.

“A lot of our customers bring ideas to the table, and they can’t wait to get them in their stores,” he said. But sometimes execution on the store level falls short, or consumers just don’t take a liking to the new product.

After all, c-store shoppers are often creatures of habit.

“Our best sellers are always our core items, but if we put a twist on something and deliver a different flavored muffin, it can be hard to get traction simply because we have so many customers that want different things.”

Packaging for cake products sold in any outlet has become a key factor in every type of cake production, and that’s not only because of the pandemic. Various consumption habits — and at times production itself — are impacting packaging needs.

Hostess is focusing not only on individually wrapped items but also those that are portable and even bite-sized and poppable. “Packaging innovation, and the ability to deliver new packaging formats in cakes, has been a big game-changer for us,” Lambert continued.

FEBRUARY 2021 Q1

Packaging is an area of innovation for Eli’s as well. “A lot of our investment has been in packaging,” Schulman said. “We’ve always done individual packaging, but it’s grown significantly. We’ve really invested in new packaging designs and equipment.”

Over the years, evolving consumer preferences have been the driver.

“When we started in 1980, our focus was on larger format cheesecakes, and more than 40 years later it’s pretty amazing to see the evolution of our product line,” Schulman said. “With changing consumer preferences and operator needs, we have experimented a lot with the size of our desserts.”

The new era of cakes, no matter what kind, is the shared experience. The cake category is not without its challenges, but these bakers are up for it. Socialization and celebrations are still evolving, and that means more opportunities for all.

“I’ve instilled in my team that this is our time to shine,” Mendes concluded. “We’re better when we’re running up the hills.” CB

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Across Europe, Health is on the Menu International content provided by baking+biscuit international, an F2M publication.

Photo supplied by baking+biscuit international

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I N T E R N AT I O N A L M A R K E T

BY MARG AUX L AI N E, EU ROMONITOR I N T E R N AT I O N A L

Consumers have been increasingly opting for healthier versions of their favorite baked snacks, a trend that boosts sales across flavor categories, from sweet to savory. After a year that saw a reevaluation of entire supply chains, the use of ethical, health and dietary claims for sweet and savory biscuits (Euromonitor categorizes “cookies and crackers” as “sweet and savory biscuits,” respectively) in Western Europe is more important than in any other region worldwide.

In the past five years, organic and gluten-free sweet biscuits have seen the biggest growth in Western Europe.

The market also faces rising competition from fruit-and-nuts bars, as consumers look for more reduced sugar and on-the-go snacks. This trend is similar in the savory biscuits category, as consumers are seeking healthier alternatives.

Vegetables, pulse and bread chips, popcorn, and rice sales have grown accordingly, at CAGRs of 23%, 5% and 8% respectively from 2015 to 2020, in contrast to savory biscuits, where sales have grown by a 1.5% CAGR. All these categories should maintain positive results in the next five years, but as the first three gain in ­maturity, their sales increase should gradually slow.

Despite the current external factors, permissible indulgence remains a hot topic in food and drinks, health-conscious consumers also included.

Consumer purchasing power is forecast to suffer as a result of the pandemic, but health through food will remain important, and demand for premium, indulgent snacks will keep growing in the future.

In 2020 savory biscuits sales increased by 4%, with the most significant growth in Ireland (12%) and Germany (8%).

Consumption priorities when in lockdown Sales of sweet biscuits showed very positive growth in 2020, especially in Northwestern European countries, where year-on-year value sales increased by 6%. Savory biscuits posted a slightly more modest performance in Western Europe, rising by 4%, with the most significant growth in Ireland (12%) and Germany (8%).

In the first month of the pandemic, national lockdowns and panic buying led to massive stockpiling across the whole region. Today, consumers are still looking for convenience and shelf-stable food as they spend most of their time at home while foodservice remains closed. With the rise of e-commerce and home seclusion, consumers have also shifted their consumption from on-the-go snacks to larger pack sizes.

But with less opportunity to go outside, they are increasing the time they spend in their kitchen. In some countries such as the UK and France, flour was barely accessible in the first month of lockdown. Yeast was largely missing from supermarket shelves throughout Europe in the spring. The supply chain has improved since, and homemade snacks have become an important competitor for packaged biscuit manufacturers.

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COMMERCIAL BAKING

I N T E R N AT I O N A L M A R K E T

The supply chain ripple effect In 2020, the entire packaged food industry has had to reimagine its supply chain strategy across Western ­Europe.

Between stockpiling and ­ foodservice closures, demand increased brutally in March 2020, and shelves were drained quicker than they could be refilled.

Food manufacturers have had to rethink their supply chain since. Some of the common strategies evident in Western Europe included expansion of the supplier network, outsourcing production, as well as streamlining product

portfolios, keeping fewer variants and focusing on those in highest demand.

According to Euromonitor’s Voice of the Industry survey, in October 2020, 26% of European professional respondents declared that their company had reviewed or adapted their supply chain for business continuity.

During the first lockdown, sales from mid-sized biscuit players were negatively impacted by the shift of sales from hypermarkets and supermarkets to e-commerce and conve-

nience stores. Mainly present in large grocery stores, mid-players struggled to access or maintain distribution in convenience stores and to acquire key SEOs on ­retailers’ websites.

Other leading competitors have r­­e considered their relationship with logistics suppliers. Before the pandemic, their requests mainly focused on price and were based on short-term contracts.

Now, some manufacturers have redesigned this approach and are looking for flexibility and reliability over cost.

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Comfort in biscuits In Europe, brand loyalty was damaged by the pandemic.

Panic buying during the first lockdown pushed consumers to buy whatever they could get, and cautious consumption also impacted brand loyalty. As a result, private label sales have increased in multiple countries. However, indulgence has kept a very important role in boosting consumer wellbeing. Secluded at home, consumers are looking for innovation and are willing to purchase products that can offer them new experiences.

In 2020, filled biscuits was the most successful category in Western Europe. This was mainly due to the launch of Nutella Biscuits in the past two years. The pouch format lends itself to home consumption, and the biscuit recipe breaks new ground with its original Nutella filling. In France, only one year after the release of the original biscuit, multiple private label alternatives such as Carrefour, Lidl and ­Intermarche have launched their own comparable variants. As palm oil remains a contentious issue, Carrefour’s option is palm oil-free, a characteristic that remains important for consumers, particularly sweet biscuits.

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COMMERCIAL BAKING

I N T E R N AT I O N A L M A R K E T

Market dynamics

Finally, product claims should remain important in guiding consumer choice and promoting the more distinctive characteristics of products. According to the Euromonitor Product Claims and Positioning tool, the use of ethical, health and dietary claims in sweet and savory biscuits in Western Europe is more important than in any other region worldwide. For example, in Western Europe, 16% of savory and sweet biscuits have an ethical-related claim on the front of their packaging, whereas worldwide,

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Photo supplied by baking+biscuit international

According to VIA, Euromonitor’s online SKU tracking tool, from March to June 2020 the number of SKUs available in sweet biscuits, snack bars, fruit snacks and savory snacks has declined by around 30% across 40 key markets globally. With the increase of e-commerce, there is a clear strategy of streamlining the SKUs available to help consumers navigate through innovation and new product development online. In the coming years, investments to innovate in biscuits should be more limited as companies prioritize improvements to their online presence and supply chain efficiency.

In 2020, Dirk Van de Put, Mondelez International CEO, publicly confirmed the global strategy to “reduce the number of SKUs and make the business simpler.” Impulse purchases — one of the main drivers of biscuit sales — are more limited online, making it important for industry players to limit consumer confusion with too many launches, and in the short term, focus their investments on key products. only 4% of the product range is showing one of these claims. In France, leaders such as Mondelez or St Michel are launching multiple organic biscuit ranges while in Belgium, Denmark and Portugal, gluten-free biscuits are forecasted to grow by CAGRs of more than 10% from 2020 to 2025. Despite increasing unemployment and prospective decline in consumer purchasing power, healthy alternatives remain a key element to boost premiumization in the sweet and savory biscuits industry.

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Commercial Baking has developed a cooperative agreement with the leading European / international ­ baking journal baking+biscuit international from the publishing house F2M. This magazine is the English-­ language sister to the acclaimed German language journal ­b rot+backwaren and is published six times per year with 5,000 hard copies delivered per issue and thousands reading the editions digitally.

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BUSINESS INTEL

Culture Club

What’s the key to unlocking the door between corporate and manufacturing environments?

BY J OA N I E S PEN C ER

When it comes to culture, commercial baking companies often face a bit of a conundrum: one organization with two distinct settings.

On the plant floor, the environment is rules-driven, focusing on not only equipment and formulas but also — and most i­mportantly — safety protocols. Autonomy gives way to GMPs. Trust is top of mind because food safety and worker safety often depend on it.

“Things are very granular on the manufacturing side of a business,” said Robyn Clark, founder and CEO of WinningWise, a Chicago-based leadership consulting firm.

“What I have noticed is that relationships are extremely important in manufacturing; they’re personal, and there’s transparency because of those rules and procedures that have to be followed.”

Because of this, respect becomes just as important as trust.

Of course, these values are also important in a corporate setting, but they’re just so intrinsic in the manufacturing culture that they frame how workers view leadership at all levels. “Respect is especially important in manufacturing because if people have less autonomy and then are not treated with respect, it can become very belittling,” Clark said. “People want to feel they have freedom and a voice, so respect is critical.”

On the plant floor, trust of corporate leadership isn’t always given for free. In fact, communication from corporate leadership might be interpreted differently than if it’s delivered by someone such as the plant manager.

Corporate leaders can’t expect to deliver top-down ­communication and have workers immediately jump on

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board. “It’s really important that messages come from people they feel they have a connection with, someone they respect,” Clark said. On the plant floor, people are close to each o ­ ther — in a fishbowl — and it’s reasonable to think that what they hear could be better received if it comes from someone they know and trust.

This makes the relationship critical between plant leadership and the c-suite, and someone like the plant manager might have to walk with one foot in each camp.

“The general manager or plant manager are key roles.

They set the tone,” said Judy Brozovich, senior consultant, ­WinningWise. “At the corporate level, you have a culture that’s tied to the mission statement and company’s values. Leaders at the plant level set that tone at the manufacturing site and if they’re open and transparent, it permeates throughout the facility.”

On one hand, risk taking in a corporate culture is not only accepted but also often encouraged; on the other hand, it’s seen in opposition to the rigidity of manufacturing. “That makes it tricky for plant leaders to be communicative and seen as connected,” Clark said. “If they’re looking at a career trajectory, they’re wanting to build business relationships but also have their head in the manufacturing game.”

It’s important for senior leadership to identify and embrace their site leadership to offer guidance and training.

Ultimately this can create empathy and understanding from both sides, where, regardless of the preferred method or style of communication, change is often the ­centrifuge.

In the plant, that change revolves around continuous improvement; in the office, it’s all about transformation. In either case, communication must always focus on the what and the why.

COMMERCIAL BAKING

BUSINESS INTEL

“At the corporate level, you have a culture that’s tied to the mission statement and company’s values. Leaders at the plant level set that tone at the manufacturing site, and if they’re open and transparent, it permeates throughout the facility.”

Judy Brozovich | senior consultant | WinningWise

“This has to happen on both sides of the house,” Clark said.

“Whether you’re a leader in the corporate world or manufacturing, you still have to provide direction to say, ‘Here’s what we’re trying to do, and this is why we’re going to do it.’ While it’s typically more granular on the manufacturing side, it’s more focused on the big picture in corporate.”

After all, growth, by definition, requires change.

The test becomes discovering how different cultures can digest the other side’s distinct communication method, and that means leaders on both sides have their work cut out for them.

“It’s challenging to have one cultural vision that’s applicable to both groups,” Clark said. It takes effort and an ability to identify crossover leaders not only in the plant but also in departments such as sales, marketing and R&D. For a commercial baking company to be successful, one side ­cannot survive without the other.

It’s often a misnomer to think that a high-level corporate position automatically equates to innate leadership skills. Clark suggested that being a successful leader in either camp requires understanding and executing those l­eadership behaviors including caring, courage and communication.

“And then execution matters,” she said. “You’ve got to

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make sure you have the right people in the right roles and that their development stays true on both sides.”

To do that, engagement is key, and that was never more apparent than in 2020.

During not only the pandemic but also the civil unrest that illuminated issues of diversity and inclusion, leaders everywhere have recognized the need to truly see and engage with employees. “Whole people come to work,” Clark said. “Acknowledging that is a good thing.”

Nothing sheds light on leadership engagement more effectively than a crisis, and now is the time when leaders must bring the human element into their work.

That said, 2021 opened with the greatest of hope for a return to something that looks like normal. And while it will be a long time coming before life — and work — gain post-pandemic status, expectations remain high for food manufacturing employees to show up — and perform — according to Clark.

For leaders, those expectations go beyond the job; they’re expected to take on the big problems and create solutions to push their company forward. “Performance is important, but engagement is a choice,” Clark said. “Organizations have to be interested in growing their leaders and developing them for future success.” CB

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Association Happenings

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A S S O C I AT I O N H A P P E N I N G S

The American Bakers Association (ABA) 2021 Convention will bring the baking industry together in one of the first large-scale executive gatherings since the COVID-19 pandemic swept the US. Uniting bakers, suppliers and industry partners, “Believe in Bakery: 2021 Virtual ABA Annual Convention,” set for March 22-24 on the Virtual Conference Platform, will prepare leaders for the challenges of doing business in this evolving world.

ABA’s difficult, yet necessary, decision to offer this year’s event in a virtual format will help ensure members’ health and safety. ­Attendees can expect the same top-notch programming and networking opportunities traditionally available at the industry’s annual premier event. The online forum will provide meaningful engagement and collaboration for members and partners. In 2019 the ABA ­c onvention brought together 463 baking industry leaders for more than 96 hours to hear 20 speakers and attend 12 networking events. Registration for the virtual convention is open now; visit www.americanbakers.org/convention.

The Baking Industry Alliance (BIA) is a coalition of industry partners including ABA, BEMA, ATBI, the American Society of Baking, Grain Foods Foundation and the North American Millers Association dedicated to harnessing their respective resources to address challenges in every facet of commercial baking.

The BIA hosted a webinar with Rockwell Automation and The ManpowerGroup to showcase its unique, full-time intensive training program for veterans with technical skills. The Academy of Advanced Manufacturing (AAM) allows manufacturers to bridge the skills gap many face in the commercial baking industry.

The 12-week training program offers veterans opportunities for technical and professional competencies with 60% hands-on lab experience and 40% instructor-led classroom learning. Upon graduation, students are work-ready, and participating manufacturers have the opportunity to interview candidates for roles within their organization. To learn more about AAM, contact Mary Burgoon, business development manager for the AAM at Rockwell Automation or email aam@rockwell.com. For more information on the BIA, email info@americanbakers.org.

ABA also unveiled the Baking Industry Career Path designed to help members and the industry at large collaborate on workforce development, including professional development opportunities for frontline workers. More baking industry career resources can be found at www.bakingworks.org, ABA’s hub for workforce development.

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ASB launched its first-ever all-virtual BakingTECH 2021 conference, marking one year since the industry’s last fully in-person event. The online conference offers the ASB community the same vibrant programming, impactful networking, meaningful engagement and opportunities to reflect and connect after the event. ASB partnered with JDC Events to create an immersive experience with a flexible schedule in a variety of formats. As a bonus, on-demand access will be available to attendees for 60 days post-event.

Visit www.asbe.org for more info on late registration and post-event access.

The ASB Table of 10 initiative provides additional resources for young professionals and students in the baking industry. Created in 2020, the 100% ­ virtual program brings together 10 young professionals and students under the age of 40 together with top industry leaders in an informal setting. Through open conver-

BEMA’s INTEL data dashboard, a new benefit for members, fills the gap between what’s seen in the economy at large and what’s occurring in the baking industry. The dashboard features easyto-read graphics with data summaries, allowing decision makers the ability to remain current with economic issues facing the health of the industry. Each quarter, BEMA members receive detailed high-level, directional information with the ability to drill down on data points to compare and contrast the latest findings with historical data.

BEMA Virtual Roundtables for bakery and equipment supplier groups feature

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panel discussions and Q&A geared toward c-suite and sales, marketing and trade shows, sanitary design and human resources.

In December’s C-Suite Roundtable, Ramon Rivera of Horsham, PA-based Bimbo Bakeries USA stressed the importance of finding a balance between virtual connections and in­­p erson interactions.

This month, BEMA welcomes a new group of executives for the Q1 installment, along with a sales force roundtable set for February, as well. Visit www.bema.org to register.

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sation and networking, the Table of 10 expands the knowledge and networking of the industry’s newest members.

After a successful start in 2020, ASB is gearing up for another year of mentorship and networking for its young professional and student members. The 2021 Table of 10 will take place each quarter, depending on interest. Rod Radalia, VP of innovation for Ft. Wayne, IN-based Aunt Millie’s Bakery, and Jeremiah Tighlman, GM for Loveland, CO-based Canyon Bakehouse, will serve as the 2021 Table of 10 hosts.

ASB also continues its virtual networking events with Coffee Breaks, where members can spend 30 minutes sharing industry information and news over virtual coffee during the workday. Additionally, ASB’s monthly virtual happy hours bring members together for casual networking and trivia after work hours. To sign up, visit www.asbe.org/networking.

A S S O C I AT I O N H A P P E N I N G S

Flour Ingredients & Complete Dry Mixes We offer custom formulation capabilities and made-to-order mix options using the highest-quality ingredients.

You can count on Mennel to provide critical technical support and ensure a tolerant, consistent product.

SNAC Cast, SNAC International’s podcast launched in summer 2020, is dedicated to all things snacks. Each episode, hosted by Joanie Spencer, Commercial Baking editor-in-chief, features the perspectives of leading professionals in the snack industry. The series kicked off with a season dedicated to the Women in Snacks network and included eight episodes featuring executives from various aspects of the snack industry. This was followed by discussions with SNAC ­International’s chairman and Rob Sarlls, CEO of Marion, OH-based Wyandot Snacks, and SNAC legislative consultant, Michel Torrey, principal and founder of Michael Torrey Associates.

The next season offers Bite-Size Insights, a SNAXPO special edition designed to offer a glimpse of everything members need to know in the months leading up to SNAXPO, which was rescheduled to Aug. 22-24 in Charlotte, NC. The first BiteSize Insights features Sally Lyons Wyatt, EVP and practice leader, client insights, IRI. On the legislative front, SNAC continues to advocate for liability protection during the pandemic through the COVID-19 Relief Bill. SNAC, along with 36 trade associations representing various essential critical infrastructure industries, signed a letter to House and Senate leadership recommending the inclusion of liability protection in the next piece of COVID relief legislation. The letter urged Congress to protect the businesses that have taken the necessary precautions to safeguard employees and customers during the crisis.

The 2021 Executive Leadership Forum is set for Sept 19-21.

Last year, the event was revamped as a livestream forum in response to COVID-19 precautions and travel restrictions.

It included an educational session with Brian Beaulieu of ITR Economics, who provided an economic outlook post COVID-19. This was followed by an interview with Dan Bartlett of Walmart regarding reputation management and the ­American public.

mennel.com/martelbakerymix sales@mennel.com 800.688.8151 x95273 FEBRUARY 2021 Q1

Stay tuned for more details about the 2021 SNAC Executive Leadership Forum later this spring. Check www.snacintl.org for updates.

PMMI’s virtual PACK EXPO Connects event offered innovative packaging solutions to nearly 18,000 attendees and 700+ exhibitors. The online marketplace received 137,000 unique directory visits and 475,000 total showroom visits since the event’s website went live.

Daily Jumpstart Sessions providing key insights and technologies averaged 400 viewers. The Innovation Stage’s 30-minute sessions on the latest technologies along with the Daily Download highlighted reels of must-see technologies typically seen on the show floor. Visits to the one-stop resource of PACK EXPO Connects are predicted to grow as access to on-demand demos, educational sessions and showrooms remain available through March 31, 2021.

PACK EXPO International will return to Chicago October 23-26, 2022.

Plans are underway for a PMMI Road Show, a two-day event designed to join PMMI members and CPG professionals at member facilities across the country. The roadshow will be packed with informative discussions on industry hot topics and customer insight on PMMI’s resources. This event serves as an in-person meeting opportunity for members who cannot attend PMMI’s Annual Meeting or Executive Leadership Conference. Visit www.pmmi.org for more details and updates.

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Solutions

Clean-Label Mold Inhibitor J&K Ingredients’ SOR-Mate has been designed as a clean-­ label mold inhibitor that serves as an effective alternative to chemical preservatives such as sorbic acid or potassium sorbate. J&K’s SOR-Mate products will keep baked goods mold-free and maintain quality, all without the need for artificial preservatives. www.jkingredients.com FEBRUARY 2021 Q1

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SUPPLIER SOLUTIONS

Fully Integrated Granola Line Reading Bakery Systems (RBS) has a new automated Baked Granola Production System with leading mixing, dispensing and baking technologies to maximize operations. Designed with efficiency, reliability and flexibility, the system includes an AMF Batch Mixer, RBS Omega IV Dispenser and PRISM Emithermic Oven. It can incorporate topping conveyors after the oven and a guillotine cutter and slitter for bar applications. www.readingbakery.com

Dual Robot System Colborne Foodbotics’ dual robot system handles pans from the carts to the baking line. Robots serve as a buffer by monitoring how many pans are on the line and, when required, add or remove pans using magnetic end-effectors. During changeovers, the system removes currently active recipe pans and places the next ones scheduled. It is managed at ground level, eliminating the need for an additional bypass conveyor. www.colbornefoodbotics.com

Automated Cake Stacking Apex Motion Control recently launched not only its reciprocating conveyor and oven in-feed conveyor but also the Cake Stacker, a smart conveyor that removes the labor-intensive and costly task of manually picking up a cake layer and stacking it onto another layer that usually has mid-fill icing. The Cake Stacker easily integrates into an existing post-bake setup. See them in action on our YouTube channel. www.apexmotion.com

Real-Time Predictive Analytics Ashworth’s SmartSpiral Monitoring System provides real-time predictive analytics to minimize downtime. The system helps bakers prioritize maintenance costs, identify performance issues, prevent failures and reduce repair costs. It also allows access to multiple spiral/plant locations from one screen to monitor spiral temperature, belt tension and cage power and features the industry’s first bottom-bearing wear sensor. www.ashworth.com

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SUPPLIER SOLUTIONS

Easy-to-Integrate Data Management Shick Esteve’s process management software integrates with new and existing automated ingredient handling systems. The software provides recipe and batch management, process control, production scheduling, lot tracking/traceability, and process data acquisition. It can integrate with various front-end management software. All data is stored onsite or in the cloud, allowing for extensive and complete recordkeeping. www.shickesteve.com

Enzyme Softening System Cain Food Industries’ AlphaSoft SR is a next-generation enzymebased softening system that modifies components of dough to strengthen crumb structure and improve resilience and springiness for 21 or more days. Products made with AlphaSoft SR yield a resilient crumb with reduced gumminess. The crumb binds water longer, providing a softer bite. It is formulated for bread, buns, rolls, bagels and yeast-raised sweet goods. www.cainfood.com

Reliable Scaling Solution Handtmann’s management of air expansion in gluten-free breads is a major step forward. The Rotary Cut-Off Solution provides consistent control and delivers +/-1% scaling that reduces g ­ iveaway and improves efficiencies. Available in single and multi-lane configurations with a variety of Handtmann dividers, the production capacity is adaptable to large commercial and small artisan bakeries. www.handtmann.us/products/rotary-cutoff

Sanitary Slide Gate Peerless Food Equipment developed a sanitary designed flour gate featuring a compact design with a dual cylinder for precise operation. It mounts to a 12-inch standard Peerless Inlet Flange or can retrofit to an existing Peerless mixer. Built with lightweight components, the EzKlean Slide Gate provides quick disassembly with a tool-free design for easy access to all components to minimize sanitation time. www.peerlessfood.com

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SUPPLIER SOLUTIONS

Single-Lane Slicing System Bettendorf Stanford’s new 2020H slicer is a single-lane system capable of hinge- or web-slicing up to 300 pieces a minute … be that buns, rolls or bagels. This system has the option of a compartmentalized secondary cutting head with easy changeover to allow for easy cleaning of the cutting head not in use while the system is running. Works great with even the hardest-to-slice gluten-free products. www.bettendorfstanford.com/slicers

Award-Winning Sanitation Management Nexcor Food Safety Technologies’ KLEANZ Swab Connect is the latest IIoT feature of the award-winning KLEANZ Food Safety and Sanitation Management. Nexcor partnered with the largest global ATP swab manufacturers to integrate swabbing data, heat map visualizations and microbiological dashboards to mitigate risk of microbiological contamination that can hinder the financial and reputational status of food manufacturers. www.kleanz.com

Ready-to-Eat Flour Mennel innovation has led to a validated pathogen r­­eduction system and increased capacity with expanded access to high-quality, ready-to-eat flour. Known for its low-micro-count, heat-treated flour products offering improved viscosity, texture and adhesion, Mennel’s ThermoPure system maintains the flavor, appearance and performance of its soft, hard, spring and organic wheat v­ arieties. www.mennel.com

Economical Spraying Systems GOE-Amherst Stainless Fabrication introduced a system designed to spray sheens, glazes, preservatives, egg wash, oils and sugar solutions for buns, breads, pastries, flatbreads and rolls. It eliminates problems associated with plugging of spray nozzles and recovers unused liquid. Open access allows easy sanitation, and the enclosed hood and body ensure mist containment around the spraying station. www.goe-asf.com

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SUPPLIER SOLUTIONS

Autonomous Product Feeder Benchmark’s newest product, the InFlight AC feeder, uses autonomous carts to receive randomly spaced product and time it to packaging machine flights. Instead of traveling on a conveyor belt, each product is received individually on a removable cart to aid in sanitation. Carts queue on the underside of the system and move to the top to receive product one-to-one, ideal for fragile and irregularly shaped products. www.benchmarkautomation.net

Emission-Free Tunnel Oven AMF Den Boer launched MB-VITA, the first emission-free, hydrogen-fueled tunnel oven delivering consistent product quality and reducing carbon dioxide emissions by 99.9%. The modular oven uses green hydrogen, a CO2-neutral fuel produced by a renewable source. The patent-pending technology virtually eliminates CO2 emissions during baking and reduces utility costs. The technology can be retrofitted to existing ovens. www.amfbakery.com

Proven Robotic Solutions for the Baking Industry

61 Performance Drive, Richmond Hill, ON, Canada, L4S 0J5 1 1 8Web: www.abiltd.com • sales@abiltd.com Tel: 905-738-6070 • Fax: 905-738-6085 •

FEBRUARY 2021 Q1

Efficiency in Flowwrapping Formost Fuji introduced the new CX II horizontal flowwrapper. With induction fin seal heaters, it saves energy with faster temperature response and higher accuracy. Removable discharge conveyor provides easy access for cleaning while saving time for maintenance. Operator interaction is simple with a user-friendly HMI design. Available in rotary and box motion, the CX II wraps a variety of product types. www.formostfuji.com

Improved Dust Collection Campbell Systems’ innovative dust collection hood maintains the EZ Flow characteristics of the standard hood and reduces clearance when under a proofer or another conveyor. New features include external locks for precise adjustment of the ­fluidizing bars and an operator viewport for easy viewing while adjusting the air pressure. The end result is better collection with existing suction and less compressed air. www.campbellsystemsinc.com

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Stainless Steel VEMAG Housing Henry & Sons delivers a game changer in the new ERGO ­Stainless-Steel Housing for the VEMAG. It provides the same durability and longevity as the heavy VEMAG housings with production-proven design that’s 48% lighter, USDA-­ ­ approved material and a sanitary finish. Comprehensive wear-resistant ­stainless-steel double screws and housings ensure food safety and plant sanitation. www.dhenryandsons.com

Innovation in Cookie Production Bühler Meincke’s H60-1 is the solution for extrusion, d ­ epositing and wirecutting. Its hygienic design allows allergen-safe, short changeover times between doughs such as butter cookies, meringues or éclairs. For more than 65 years, Bühler Meincke has been a market-leading supplier of industrial cookie lines for ­American-style cookies and extruded products such as cake bars. www.bühlergroup.com

Automated Horizontal Flowwrapper Syntegon introduced the Pack 202, a fully automated horizontal flowwrapper for low to medium speeds for bars, bakery products, cookies and crackers. With stainless steel, slopes on the infeed, and longitudinal sealing finwheels built in separate hygienic housings, all surfaces are safe for food contact. Advances include easily removable discharge belt, upgrades to the cross-seal and fin seal units, and an intuitive, user-centered design. www.syntegon.com

Tunnel Oven for Artisan Bread Babbco Tunnel Ovens released an artisanal bread oven designed with proprietary heat transfer technology to deliver quality artisan bread without thermal oil or complicated tube systems. Using a combination of steam and soft-radiant energy, hearth-baked products can be baked on the same reliable Babbco platform. Consistency and control are now available for small to large tunnel oven applications. www.babbcompanies.com

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COMPLETE EXPERTISE

FROM ONE SOURCE

Our capabilities include ingredient receiving, storage, conveying, preparation, blending, dispensing, mixing and control.

Our extraordinary solutions cover all areas. Key components are developed, produced, and in some cases patented by us. www.zeppelin-systems.us

Our robust equipment is designed for round-the-clock operation and easy cleaning while complying with strict hygiene standards.

Scan this code with your phone’s camera to quickly access a video of Zeppelin Continuous Mixing with Codos in Action

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Register here: www.asbe.org/bakingtech2021/#Registration

SUPPLIER SOLUTIONS

Washdown Flowwrapper for Sticky Products Cavanna Packaging has developed a new washdown zero-back pressure feeder for sticky or fragile products. The entire system, including the host wrapper, can be cleaned with foaming chemicals and a warm-water rinse. Bakers can use this system for cleaning pathogens, allergens and debris. www.cavanna.com

Conveyor Components for Oven Belts IPCO developed a comprehensive range of conveyor components to complement its steel bake oven belts, including end stations, tracking solutions and more. This allows the company to support projects involving upgrades from mesh to solid or perforated steel belts and enables IPCO engineering teams to provide consultancy, maintenance and service support for the performance of the whole system. www.ipco.com

Post-Bake Dryer Upgrades Radio Frequency Co. upgraded its air-cooled Bantam-­Series post-baking dryers with a more powerful two-zone design. Dubbed the “Double-Bantam,” it maintains the simplistic yet robust design of single-zone dryers. They require no plant cooling water or heavy electrical drops, and being air-cooled means fewer components, which reduces preventive maintenance and lowers the total cost of ownership. www.radiofrequency.com

Sustainable Closure System Kwik Lok has established new levels of sustainability to reduce plastic waste. Eco-Lok, the industry’s first sustainable bag closure, offers the same Kwik Lok performance customers expect. Made with up to 20% less fossil fuel-based resin and requiring 20% fewer greenhouse gasses, Eco-Lok is completely interchangeable and compatible with existing Kwik Lok machinery. The sustainable closures are also metal-free. www.kwiklok.com

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Did you miss BakingTECH 2021?

You can view on-demand all keynotes, technical presentations, and general sessions, as well as explore the MarketPlace. Look for post event access to be available early March.

Learn more at asbe.org

Leads the way in Virtual Networking Networking Every Week.

Grab your favorite coffee mug and join ASB’s special guests every Thursday morning at 8:30 AM CST for 45-minute discussions with industry leaders.

Limited seating. Reserve your spot today.

A Social Event Every Month.

Networking is fun at ASB with monthly Cocktail Hour and Trivia Night. Visit ASBE.org for dates.

Plus! Don’t miss ASB’s one-on-one and group network events.

Check your newsletter for details.

Virtual Mentoring.

These 3-part events provide younger members exclusive access to industry leadership in an informal setting that promotes open conversation.

Visit ASBE.org for details.

SUPPLIER SOLUTIONS

Flexibility for Artisan Bread Fritsch Bakery’s IMPRESSA bread line offers the economic and efficient production of artisan breads such as baguettes, ciabatta bread or specialty rolls. Fritsch’s SoftProcessing Technology avoids unnecessary tension and compression in all process steps. and ensures spongy dough remains spongy. The modular and flexible structure can be adapted to the customer’s requirements to use the line with maximum flexibility. www.fritsch-group.com

Bread Scoring Precision The Kaak Group knows bakers need precise, consistent, effient dough scoring. The company’s 3D vision-guided robots ensure high throughput of scored dough with incision at the right spot every time for a beautiful, curled crust during baking and improved flavor development. A menu-controlled automatic program and cutting tool changes allow one operator to initiate and control all product changeovers. www.kaak.com

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Reduce Pan Wear and Tear Bundy Baking Solutions’ American Pan ePAN and e²PAN were designed with less use of overall material for up to 17% faster cooling of pan bottoms and a perimeter band to allow 25% faster cooling than a traditional band. The design can reduce equipment wear and tear for more manageable pan handling. ePANs can be customized by size, arrangement and coating type based on the bakery’s exact needs, www.americanpan.com

Consistent Dough Dividing Reiser offers the inline VEMAG Process Check 715 for dough dividing where consistent weight accuracy is critical. Portion weights can be affected by dough changes, product temperature, density and machine wear, and the 715 communicates directly with the VEMAG to compensate for those variables. Process Check tightens the standard deviation and allows bakers to reduce the target weight. www.reiser.com

Bantam-Series Post-Baking Dryers

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150 Dover Road, P.O. Box 158, Millis, MA 02054-0158 Tel. 508-376-9555 Fax 508-376-9944 125

COMMERCIAL BAKING

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SUPPLIER SOLUTIONS

Sanitary Roofing The Austin Co.’s Sanitary Roofing System eliminates walkable or non-­walkable ceilings, providing an open area that is easily inspected and cleaned. Patented tubular steel joists minimize dust and dirt collection, eliminating harborage space. Insulated metal panels replace corrugated metal decking, and reduced building height requirements eliminate the need for additional lighting and fire sprinklers. www.theaustin.com

Precision Topping Systems Moline precision topping systems now offer fully automated topping recovery and sifting. For topping applications that require a specific particulate size range, Moline solutions can automatically remove recycled particulates that have acquired icing, frosting or glaze from donuts, cookies, cinnamon rolls and more. Moline provides precision topping solutions for waterfall or spot depositing applications. www.moline.com

Versatile Snack Packaging BluePrint Automation updated its SPIDER 200i to allow users to case pack, close and seal packages into standard RSC (tape) or reusable cases on the same machine. Serving direct-store delivery and centralized distribution from one line, the SPIDER 200i uses a multi-axis robot to pick snack bags on the fly and vertically case pack into a cassette. This allows various product sizes and case types to run on the same line. www.blueprintautomation.com

Extended Shelf Life Packaging Harpak-ULMA’s Artic Sided Seal is a new machine designed to pack fresh food products with modified atmosphere (MAP) with a longitudinal side seal for extended shelf life. Ideal products for this reclosable package are bakery items like tortillas and flatbreads.

Available with Allen Bradley controls from Rockwell Automation, this machine is equipped to reduce maintenance costs and provide better throughput. www.harpak-ulma.com

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29

93

Newsletters Multimedia

Axis Automation

8

w w w. a xisautomation .com info@a xisautomation .com Bakemark

132

Cavanna Packaging Group

41

CBF Bakery Systems

69

Colborne

73

w w w.colbornefoodbotic s .com info@colbornefoodbotic s .com 85

w w w.baker thermal .com equipmentsales@baker therm .com BEMA

Corbion Foodbotics

66-67

w w w.corbion .com foodus@corbion .com 102

w w w.bema .org info@bema .org

Doran Scales

45

w w w.doransc ales .com sales@doranscales .com 78

w w w.bettendor fstanford .com jatkins@bettendor fstanford .com BluePrint Automation

Brolite

99

119

E.T. Oakes

75

w w w.oakes .com info@oakes .com 61

128

Dough Technology w w w.doughtech .com info@doughtech .com

w w w.blueprintautomation .com sales@blueprintautomation .com

w w w.bakewithbrolite .com s .delghingaro@broliteproducts .com FEBRUARY 2021 Q1

18-19

w w w.cbfbaker ysystems .com sales@babbgrp.com

w w w.bakemark .com info@bakemark .com

Bettendorf Stanford

Curated for decision makers

Capway

w w w.c avanna .com sales@cavannagroup.com

Baker Thermal Solutions

Website

115

w w w.c apwayautomation .com sales@capwayusa .com

w w w. auto - bake .com mail@auto - bake.com

Digital editions

Campbell Systems w w w.c ampbellsystemsinc .com glenn@campbellsystemsinc .com

Auto-Bake

Print magazines

131

w w w.c ainfood .com sales@cainfood .com

w w w.theaustin .com austin . info@theaustin .com

Sifting through the noise

Cain Food Industries

Formost Fu ji w w w.formostfuji .com sales@formostfuji .com

87

AD INDEX

GOE Amherst

56

16

117

info@nexcor tech .com 95

Peerless Food Equipment

23

ADVERTISE

w w w. peerlessfood .com sales@peerlessfood .com 7

70

Pfening w w w. pfen i ng .com

w w w.dhenr yandsons .com info@dhenr yandsons .com The Henry Group, Inc.

80

Nexcor w w w. nexcor.com

w w w.harpak- ulma .com info@harpak- ulma .com Henry & Sons

51

honey@nhb.org

w w w. hansaloy.com sales@hansaloy.com Harpak-Ulma

National Honey Board w w w. honey.com

w w w.handtmann .de/en patrick . mcgady@handtmann .us Hansaloy

48

us .multivac .com bakery-sales@multivac.com

w w w.goe - amhfab.com info@goe -amhfab.com Handtmann

Multivac/Fritsch

sales@pfening .com 109, 124

Download the media kit

10

Promach

AVA N T F O O D M E D I A

Hinds-bock

91

127

5

77

w w w.moline .com sales@moline.com

Rijkaart (Dough Technology)

111

info@doughtech .com 2

30-31, 37

Shick Esteve w w w. shickesteve .com info@shickesteve .com

101

43

Spiromatic w w w. spi romatic .com

27

Paul Lattan paul@avantfoodmedia.com 816.585.5030

info@sp iromati c . com 81

Stewart Systems w w w. stewar t- systems .com stewar t . sa l es@stewar t- systems . com

65

3

Syntegon w w w. syntegon .com info@syntegon .com

47

VMI

53

w w w.vmimixing .com/en/ sales-suppor t@vmimixing .com 110

w w w.mennel .com sales@mennel .com Moline

www.commercialbaking.com/advertise

w w w.rinc .eu

w w w.lematic .com info@lematic .com Mennel

55

Repco info@repcoworld .com

w w w.kwiklok .com sales@k wiklok .com LeMatic

Rewriting the World of Baking

w w w. repcoworld .com/bake r y

w w w. syntegon .com/2p 2p. 3 p@syntegon .com Kwik Lok

63

Reiser sales@reiser.com

w w w.kaakgroup.com info@kaak . nl Kliklok LLC a div. of Syntegon

35

w w w. reiser.com

w w w.jkingredients .com sales@jkingredients . net KAAK

Reading Bakery Systems info@readingbaker y.com

38

w w w.ipco .com sales .us@ipco.com J&K

125

Radio Frequency

w w w. read i ngbake r y.com

w w w.intralox.com customerser vice .baker y@intralox.com IPCO

OUR INAUGURAL YEAR

lmitchell@radiofrequency.com

w w w.ijwhite .com sales@ijwhite.com Intralox

|

w w w. rad i ofrequency.com

connecting .iba .de contact@ghm .de I.J. White

2021 MEDIA KIT

benchmark . sale s@promachbuilt.c om

w w w.hinds- bock .com sales . inquiries@hinds- bock .com iba.CONNECTING EXPERTS

|

w w w. benchmarkautomation . net

w w w.thehenr ygroup.com sales@thehenr ygroup.com

Wilevco

Steve Berne steve@avantfoodmedia.com 58

816.605.5037

w w w.wilevco .com sales@wilevco.com 98

Zeppelin Systems USA, Inc. w w w. zeppelin .com/de - en info@zeppelin -systems .us 129

121

It’s time to outperform rather than just outspend COMMERCIAL BAKING

THE LAST WORD FROM ROBB MACKIE

In This Together Thank you, Commercial Baking, for the opportunity to provide the “Last Word” of your inaugural issue. Taking the name of this column literally, I wanted to call out one word that will define what happens in the baking industry next.

The last word is ... focus.

we retain those consumers who have changed their consumption habits? I am optimistic that the industry will come out of this in better shape than we went into it. We must continue to work on all the areas of responsibility while executing our “simple” mission of feeding the country a safe, steady supply of baked goods.

Before we look forward, we need to absorb the unprecedented year of events as we close in on the first year of the COVID-19 pandemic. In addition to lockdowns, we’ve experienced explosive emotions during civil unrest and most recently the domestic terrorist attack on the US Capitol.

Many of our colleagues have endured not only a personally challenging year but also mindboggling, swift changes to their businesses. We must work together to support those in the industry who are struggling on any front. In this fiercely competitive sector, I know we can work together to help one another through economic recovery.

On their own, each of these events takes a toll on our ­c ollective psyche. When taken together, it can be overwhelming and oftentimes prevent the focus we desperately need to move forward.

We must focus on how we lead by example by calming down, stopping the rhetoric and false claims, and coming together as an industry. There will be changes and challenges as we shift from pre-COVID to post-COVID and Republican to Democrat. But with focus, we can take concrete steps to address the pressing issues of our country and the industry. I’ve never seen a baker shy away from challenges or changes.

Finally, in what has become one of the most dramatic transitions of power in our government, we absolutely must focus on the fact that others are not our enemies just because they hold different political beliefs. Our focus on feeding the country and world will coincide with the energy and work we must do to remain in this together. CB

For a category struggling to see any growth pre-COVID, our products have had a positive spotlight, and the industry has risen to the challenge. The big question now is: How will

FEBRUARY 2021 Q1

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