Rachel Shoosmith, Marketing Manager, Lantmännen Unibake UK, offers advice on maximising the valuable opportunity for sales presented by the breakfast market.
Breakfast is commonly known as ‘the most important meal of the day’ and whilst 54% still eat breakfast at home every day, the breakfast eating out market is growing with an increase of 31% eating out for breakfast each month. In Lantmännen Unibake’s Bread Barometer survey, 22% of respondents said that they purchase breakfast onthe- go at least once a month and 61% said that it is important that on-the-go bakery items are easy to eat and handle. One in six breakfast on-the-go purchases are made whilst on a work-based journey. This is due to increasingly busy lifestyles, time restraints and the growing need for convenience. This trend presents a big opportunity for wholesalers to stock convenient, on-the-go breakfast bakery products and should recommend to their customers.
The viennoiserie category has recently seen strong growth, with an in-store bakery value increase of 8.8% to £92m and unit sales up by 11.5% year on year, suggesting consumer demand for French pastries is continuing to rise. Wholesaler’s can make the most of this trend by stocking Lantmannen Unibake’s viennoiserie range which includes a Schulstad Bakery Solutions All Butter Croissant, Pain Chocolat, Pain Raisin, Chocolate Croissant and Almond Croissant. These French pastries can provide consumers with quick, easy-toeat and delicious takeaway breakfast which perfectly partner a hot drink. In addition, wholesalers can recommend enticing serving suggestions to their customers and to make French pastry range stand out from competitors. For example an All Butter Croissant with chocolate spread and banana sprinkled with icing sugar is delicious breakfast treat, or a Chocolate Croissant with fresh strawberries and clotted cream.
Pastry & Hot Drink Pairings
80% of sweet bakery eating occasions are consumed with a drink, of which 55% are with hot drinks. This also taps into the Danish hygge (pronounced Hoo-ga) trend that is spreading across Europe, the appreciation of cosiness and the nice things in life. Wholesalers should encourage operators to promote bakery products, such as French and Danish pastries, alongside hot drinks. This will maximise their impulse sales and help deliver that cosy warm feeling you get with the first sip of a hot drink or bite of a flaky pastry to their customers.
• Croissants are a classic partner for hot drinks. Try pairing a Schulstad Bakery Solutions All-Butter Croissant with a flat white or mocha. In Europe it is often considered even better dipping the flaky pastry in to the hot drink.
• Almond flavours pair well with sweeter notes. Add a shot of caramel syrup to a cappuccino and serve with a Schulstad Bakery Solutions Almond Croissant.
• A simple yet delicious duo is a Schulstad Bakery Solutions Pain Chocolat with a latte – Britain’s favourite coffee beverage .
• A Schulstad Bakery Solutions Cinnamon Swirl can be complemented by the spice of a chai latte.
• The Schulstad Bakery Solutions Maple Pecan Plait proves popular with an espresso or black coffee. A stronger coffee is complemented by the sweetness of the maple and the nutty pecan flavour.
Wholesalers should ensure that their baker range includes miniature formats. Mini pastries provide a great opportunity for outlets to capitalise on customers passing through by tempting them with the option to enjoy delicious pastries in a smaller portion size.
Lantmännen Unibake UK’s NEW Mini Signature Selection is an exciting range of innovative and on-trend dessert-inspired mini Danish pastries in a handy mixed pack. The NEW Mini Signature Selection includes a variety of classic formats combined with modern, dessertinspired flavours including a Lemon Cheesecake Coronet, Strawberry Shortcake Crown, Salted Caramel Plait, Toasted Coconut Swirl and Cherry Chocolate Coronet.
Another great on-the-go breakfast product is the recently launched Schulstad Bakery Solutions NEW Mini Viennoiserie Assortment which includes a selection of mini croissants, mini pains au chocolat and mini pains aux raisins. The unique doughresting process allows the dough to rise naturally, allowing for optimum flavour and texture therefore giving consumers an indulgent product in a format they can eat quickly or take away with them.
Alternatively, for those looking for a savoury bite to eat on the way to work the Lantmännen Unibake UK’s Americana Brioche Bun is a premium glazed bun which makes the ideal breakfast bap when filled with sausage, egg and bacon.