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Commercial Baking: Translating culinary trends into the bakery aisle
Chef Talk – Translating culinary trends into the bakery aisle
In 2020, dining in became the new dining out. As the restaurant and travel industries reopen, new culinary behaviors acquired in that year have varying degrees of staying power that will influence bakery and snack product innovation.
+Comfort and indulgence were hallmarks of the pandemic, which triggered growth across nearly every baked good category. It also drove consumer proclivity to the familiar – with a twist – that could well maintain its stronghold. A recent survey conducted by the Harris Poll suggests that 28% of Americans are eating more baked goods, with 42% citing a sense of comfort and 41% citing a way to induce happiness as their reasons, respectively. And flavors like chocolate, fruit and citrus – those with nostalgic familiarity — are also resonating with consumers, especially when elevated to a fine dining-like experience in quality of ingredients and execution.
Such is the case for London-based Pots & Co., which sells its products in Costcos across the US. The company crafts Michelin-quality desserts in its signature ceramic pots using single-origin Fino de Aroma chocolate sourced from farms in Colombia. “We’ve translated a basic fine dining philosophy to our products: Keep things simple and search the world for the best possible ingredients,” said Pots & Co’s founder, Chef Julian Dyer. “We know that people want the classics done really well. Our products tend to be a bit more expensive because of that, but that’s the tradeoff for raising the bar.”
Bringing these small luxuries into consumers’ homes is also a factor driving innovation at Richmond, CA-based Brioche Pasquier | Galaxy Desserts. One of their newest products, Freezer to Oven Croissants, was crafted by Master Pastry Chef Jean Yves Charon and doesn’t need proofing. They can be baked straight from frozen, which provides both convenience and indulgence.
However, consumers are also counterbalancing their desire to indulge with their interest in consuming functional foods that contribute to overall mental and physical health and wellness.
The plant-based “revolution” is now mainstream — both in restaurants and home kitchens – and plays directly to that consumer need. According to the Specialty Food Association’s State of the Specialty Food Industry 2020-2021 report, the category is expected to increase 10 to 20% annually through 2024. And SPINS data showed that the total plantbased market is growing 29% year over year, nearly double the 15% growth rate of the food-and-beverage market as a whole.
The chip category has been an innovation leader of plantbased alternatives (think Tia Lupita Catus Tortilla Chips, Plant Snacks Beet with Vegan Goat Cheese Cassava Root Chips, and Farmhouse Culture Kdill Pickle Kraut Krisps Snack), but desserts and snacks are untapped opportunities for plant-based alternatives, though product innovators are aware of the potential in the space. “The plant-based trend is one that is really powerful and picking up across categories,” Dyer said. “In baking, we’re seeing experimentation with alternative milks like coconut and oat, and even plant-based chocolates.”
Brioche Pasquier | Galaxy Desserts is also exploring vegan alternatives to eggs and dairy, as well as new chocolates. “As a principle, we are trying to integrate American trends into our French culinary expertise and create unique and tasteful new products,” said Guillaume Perruchet, R&D Manager.
Mushrooms are one ingredient taking full advantage of the plant-based culinary trend, though they have not yet reached their full potential in the baking space. Adaptogenic mushrooms, known for their functional benefits like improving cognitive function, stress and immunity, have been prized among health circles for years, but the culinary world is starting to take note as well, with many hailing them as the “it ingredient” of 2021. Data essential information revealed that on 80% of restaurant menus, mushrooms are one of the top appearing ingredients. And the functional mushroom market is expected to grow 8% by 2024 per a recent Reporterlinker.com report.
Commercial bakeries looking to take advantage of this trend would be wise to explore the use of mushroom powders and mushroom extracts in their baked goods. For example, Earthlight Whole Vitamin D, which is produced under PLT Health Solutions, is a mushroom powder that delivers 1000 μg (40,000 IU) of Vitamin D per gram and has received approval of its Food Additive Petition from the USDA for use in a broad range of products including breakfast cereals and baked goods.
Chickpeas are also having a moment thanks to the interest in all things plant-based. The legume, which is rich in protein and fiber was singled out by Whole Foods Market in their Top Food Trends for 2021 as “the new cauliflower,” noting its versatility for use in snacks and baked goods.
According to the Mintel Global New Product Database, the number of US product launches with chickpeas increased 74% in 2019 versus 2018. The number of launches fell 22% in 2020, when compared with the same time in 2019, though that decrease likely has more to do with innovation cutbacks in light of the pandemic. Siete Family Foods introduced Chickpea Flour Tortillas, which gives consumers a convenient way to add nutritional value to favorites like tacos and wraps. Biena Snacks now offers a variety of both grain-free and keto-friendly Chickpea Puffs in the baked snack category. And 34º recently released Snaps Baked Chickpea Thins, which include 3 grams of plant-based protein per serving. In addition to plant-based, global flavors are expanding their reach and becoming more approachable as bigger CPG players introduce products that push the culinary envelope. According to Dataessential, one-third of consumers are looking forward to trying new global foods and/or flavors this year, and 42% are seeking out spicy foods.
Latin flavors still enjoy popularity in the US, and according to Mintel, many of the flavors that gained traction — spicy, smoky, and citrus — are already foundations of Latin cuisine. Additionally, more than a third of consumers also expressed interest in trying foods from lesser-known regions such as Oaxaca, Peru, Brazil and Argentina.
This trend for greater diversity in taste exploration expands beyond Latin flavors. “I’m seeing more prominence and appreciation of regional ingredients from parts of the world often overlooked, specifically an interest in West African ingredients and cuisine,” said Dawn Padmore, VP of culinary marketing and events with Karlitz and Co.
Take fonio, for example. The ancient grain from Senegal is gaining traction in the western world. It can be prepared similarly to couscous, cooking in about 5 minutes, and can be ground into a versatile (gluten-free) flour for use in a variety of baking applications. Founded by chef, restauranteur, and cookbook author Pierre Thiam, Yolélé is one such company. It works to connect smallholder farmers with global markets and offers a product line that includes fonio pilafs and chips.
El tiempo es ahora!
With Hispanic and Latino Americans accounting for almost 20% of the current US population and expected to comprise nearly a third of it by 2050, brands and businesses of all types need to start thinking – or think more – about these ethnic groups today. For the baking industry, this means not only creating specific products that appeal to different ethnicities but also, perhaps even more importantly, developing recipes that allow these consumers to incorporate grain foods into healthy, culturally appropriate eating patterns. I have dedicated most of my career to developing such recipes and promoting them to diverse audiences. I’ve always focused on making these foods accessible to as many people as possible and also helping Hispanic and Latino consumers retain their traditional cultural foodways while helping industry partners attract and build brand affinity with their customers. For example, when working with the Grain Foods Foundation (GFF) during its recent research on the nutritional value of whole grains and enriched refined grains, I developed the Refried Bean Breakfast Flatbread Wrap. It uses a flatbread, but consumers can use any grain food as the base and whatever toppings fit their taste or dietary choices. Promoting your baked goods with recipes that are delicious, authentic, nutritious and appealing to diverse audiences will be good for them and you. iBuen apetito!
— Sylvia Melendez-Klinger, Award-winning author and global nutrition entrepreneur Sylvia Klinger is founder of Hispanic Food Communications, a nutrition communications and culinary consulting company, and member of the GFF Scientific Advisory Board.
McCormick & Company’s Flavor Forecast 21st Edition also identified “Humble Nosh” as one of its four flavor themes for innovation this year. The theme is “inspired by the Yiddish word ‘nashn,’ meaning to nibble on, and combines rising global flavors with the means to ‘travel locally’ via our plates.” And according to the report, a few key flavors to keep top of mind include the Indian spice blend chaat masala, pandan kaya (Malasian jam) and crisped chiles.
For companies looking to expand their culinary flavor offerings in a global sense, the snack category could offer a low barrier to entry. Consumers are snacking more than ever and are more willing to experiment with new flavors and ingredients in the category, due to a limited cost commitment, according to Mintel’s Regional and International Flavors and Ingredients November 2020 report.
Health trends also remain top of mind for restaurants and chefs. Kimpton Hotels & Restaurants’ seventh annual Culinary & Cocktail Trend Forecast for 2021 expects a shift from the comfort food that so many turned to in 2020 to a renewed interest in healthful eating.
“We know that diners’ needs have changed,” said Scott Gingerich, Kimpton’s Senior Vice President of Restaurants & Bars. “The COVID-19 pandemic has brought out the foodie or at-home chef in many of us. While diners first leaned into comfort and nostalgia, heading into the new year we’re seeing a return to health-and-wellness-inspired culinary and cocktail creations.”
Clean labels and “free-from” packaging claims are still top of mind for consumers. Four in 10 Americans (43%) say it is important to them that a food or beverage includes only a few ingredients, and 54% say it is important the ingredients not have “chemical-sounding names,” per the 2021 International Food Information Council’s Food & Health survey.
Foods and beverages carrying a “lifestyle” diet claim grew 13% in dollar sales for the year ending Dec. 27, 2020, per IRI data.
Products like Scotty’s Everyday Keto Bread Mix, which was developed by a food scientist/pastry chef, contains zero net cards and is free of nuts and gluten is an Amazon bestseller, and Partake Foods’ popular 5-in-1 Baking Mix is not only multi-purpose, but it doesn’t contain gluten, dairy or any of the top 8 allergens. (The Specialty Food Association also notes that baking mixes and flours are a COVID-influenced category that will continue to grow.) Consumers remain wary of sugar and are increasingly looking for alternatives when it comes to sweeteners. According to IFCI, the number of Americans limiting or avoiding sugars in their diet is holding steady at 72% since 2020 (only a slight dip from 80% in 2019), though some expect this to become even more important as the pandemic recedes.
“‘Sugar as the devil’ will become a more prominent message in 2021,” said Clara Park, corporate chef of culinary innovation for Chelton House Products. We will continue to see a decline in the levels of sugar in foods and drinks and an increase in the availability and popularity of alternative sweeteners like monk fruit, keto-friendly sugars and coconut sugar.”
In the past few years, Briess Malt & Ingredients Co. launched BriesSweet Oat extract and Organic Innosweet whole grain oat powder, both of which offer product developers more options when it comes to sweetening commercial baked goods. And Specialty Food Live! 2021 Trendspotter panel members took note of the number of new products that relied on natural sugars from carrots, jaggery (a cane sugar popular in Asia) and dates.
In looking at overall bakery and snack trends, it might seem there is a strong disconnect in consumer behaviors influencing culinary trends in new product development. Do they want to indulge or eat more healthfully? Do they want familiar comfort food or new and exotic global flavors? Individual brands will have to make the call as to how to stay up-to-date with the latest trends, ingredients and flavors that best fit their unique audience. But in this space, there is more than enough room to play. +++
Content provided by Commercial Baking magazine (Avant Food Media)
