Shoppers are looking for new and exciting bread products that are tasty and versatile. Wraps and bagels are popular for breakfast, lunch and even dinner.
Better-for-you ingredients are also trending this year, such as super seeds, keto-friendly and gluten-free variants.
The gluten-free segment is worth $28.4M and is growing at 2.9% in value and 2.0% in units for MAT 29/12/24, reveals the Circana team.
Rebel Bakehouse wraps up awards and Cottage Lane gets social
Breadcraft includes the Rebel Bakehouse and Cottage Lane brands and has grown by a phenomenal 35%*, cementing its position as the clear number two player in the overall Bakery/Smallgoods category, says Belinda Bonnor, Head of Marketing at Breadcraft.
Rebel wraps have taken out numerous Healthy Food Guide awards, with Low Carb Everything and Gluten Free Sourdough & Super Seeds wraps winning the Lunchbox awards and new Wholemeal Snack wraps winning the Heart Healthy and Best Bread Alternative. Wraps awards are great endorsements from nutritionists and a clear reason for people to buy Rebel.
“As consumers look for more exciting meal solutions and ways to feed large households it’s about getting the flavours and pack formats right”, says Bonnor.
“Our launch of Capsicum & Roasted Garlic and 10 pack Snack pack and Family pack wraps has been the primary driver of the more than 10-point share jump to 22.2%**, a result we’re very happy with,” says Bonnor.
“Our fully-sliced Rebel bagels have firmed up their position in the market at a steady 23.1% share***, with innovation on the way set to boost this.
“And it doesn’t stop there, our Cottage Lane Artisan handcrafted, stone-baked bread range continues to win favour with in-store bakery teams. Being able to bake it off from frozen in under 25 minutes is a game-changer, saving time and money and making it super easy to serve customers fresh artisan bread throughout the day. And Cottage Lane has got more social, our new website and recent activation of social platforms not only shows people new ways with artisan bread but means they’ll more easily recognize our products in store, stimulating purchase.
“We plan to keep identifying opportunities for innovation in the market so we give consumers what they’re looking for, while driving category growth through our brands success,” says Bonnor.
Bake well, eat well, live well.
For more information contact sales@bwl.co.nz or visit www.rebelbakehouse.co.nz | www.cottagelanebakery.com
Circana Scandata, NZ Grocery:
*Bakery Smallgoods, denotes value AND unit growth > +2%
New game changer from market leader Farrah’s
Continuing to dominate as market leader in the wraps category with 69.3% share (Circana data to 24/11/24), Farrah’s has expanded its keto friendly lineup with a game-changing new product – Ultra Keto Wraps, pushing the boundaries of low carb innovation even further with only 1.4g carbs per wrap.
Farrah’s Low Carb Wraps continue to contribute exceptional growth to the low carb wraps category, driving 64.1% growth (Circana data MAT to 22/12/24).
With Ultra Keto Wraps now the lowest carb wraps on the market, Farrah’s is excited to keep driving incremental growth in this category while still delivering the exceptional taste and quality the brand is known for.
“We already had the lowest carb wraps on the market, but we couldn’t just stop there,” says Jasmine Currie, Head of Marketing at Farrah’s.
“We challenged ourselves to go even lower. But they had to taste and perform just as good, if not better, than our existing wraps. So that’s exactly what we did, without compromising.”
Just three months since launching into market, Farrah’s Ultra Keto Wraps have seen rapid success, soaring to the Top #5 wrap in New Zealand. This early success signals that it’s only the beginning, with this product on track to revolutionise the wraps category as more consumers discover this low-carb innovation.
As more Kiwis embrace low-carb eating, Farrah’s Ultra Keto Wraps provide exciting new meal opportunities without compromising on taste or texture – from wrap burgers, to samosas, to ice cream cones, the possibilities are endless! They won’t crack or split when rolled and are proudly flame-baked in Upper Hutt.
Farrah’s Ultra Keto Wraps are available at Foodstuffs and Woolworths supermarkets nationwide. For more information contact your Twin Agencies representative or visit www.farrahs.co.nz.
Unrecognizably gluten free
For over 22 years, Venerdi has led the way in specialty dietary baking, revolutionising specialty dietary breads with incredible taste and texture. Breaking away from traditional baking norms and crafting breads that nourish the body and delight the senses.
“Every loaf we create is designed to offer the ultimate eating experience—from the first bite to the last mouthful. We focus on taste, texture, and how our breads make you feel long after you’ve eaten,” says Marketing Manager Sam Kelly.
“Venerdi’s two signature ranges—Venerdi Gluten Freedom and Venerdi Pure Foodie—are a testament to our commitment to excellence. Venerdi Gluten Freedom celebrates what gluten free eaters can eat, not what they can’t. With artisan style, sourdough based, breads, buns, bagels, English muffins, long rolls and pizza bases that burst with dynamic flavours.
“Venerdi Pure Foodie celebrates food the way it used to be. With ancient ingredients and processes that blend pure goodness, with purely delicious flavour. Proof that you can eat more wholesome and natural, without compromising on taste or texture.
“Our products are 100% gluten, dairy and soy free, but you wouldn’t know it and that’s the point. Venerdi is for those of you who believe you deserve better. The taste and texture speaks for itself – unrecognizably gluten free.”
info@venerdi.co.nz
www.venerdi.co.nz
The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@fmcgbusiness.co.nz.
