Investment in ‘free from’ crucial for in-store bakeries
The UK bakery market – worth £11bn in
2012 – shows no sign of slowing its growth, despite challenges from wet weather and an increase in grain prices due to continental droughts. At the same time, the ‘free from’ sector is marching on, grabbing a £238m slice of the market last year thanks to increasing demand for ‘free from’ products as a lifestyle choice.
Adrian Short, director at clean label ingredient specialist Ulrick & Short, believes that the second half of 2013 will see a breakthrough in food technology that will enable in-store bakeries in particular to meet the burgeoning demand for delicious products made from naturally gluten-free, non-GM ingredients.
He explained, “Thousands of people are selecting gluten free, dairy free or other free from products as part of a lifestyle choice, not always by necessity but often as a way of reducing consumption of certain food groups and over-processed products in particular. The bakery sector is responding; however, there is immense potential for in-store bakeries to benefit from this growing trend by investing in a greater variety of products that meet consumer demand.
“Manufacturing onsite is often logistically impossible without the risk of cross-contamination, and it is therefore the responsibility of knowledgeable manufacturers and ingredient suppliers to invest heavily in research and development in order to create great products that just happen to be gluten free. The in-store bakery benefits from frozen or part-baked breads or confectionery that can be truthfully displayed as ‘finished in store today’ or ‘baked by us for you’ – and of course a label boasting only natural, healthy ingredients.”
According to charity Allergy UK, around 25 million people – over a third of the UK population – say they suffer from food intolerance, with the most common irritants being gluten, wheat and dairy products. Thankfully for them, the latest research shows that manufacturers and retailers have responded to preferences for healthier varieties of bread and low-fat offerings, as well as allergen free goods.
Clean label ingredient specialists such as Ulrick & Short have risen to the challenge, developing naturally gluten-free, non-GM starches, flours, proteins and fibres based on a range of crops – and maximising advanced R&D techniques to deliver new functionalities for both food manufacturers and consumers. An in-depth understanding of the science behind ingredients is key to bringing new, innovative products to market.
Short continued, “At Ulrick & Short, we have experimented with many combinations of clean label ingredients to perfect the techniques for producing perfect baked goods without the gluten (or to reduce or replace fat, eggs or other ingredients). It’s vital to understand the relationship between all the components of the recipe, as well as the role of the ingredients that aren’t included – not to mention how the combinations will respond to different production methods and quantities.”
Previously consigned to a small section at the end of a supermarket aisle, many ‘free from’ products are now positioned among their mainstream counterparts on the supermarket shelves and have almost shaken off the ‘special diet’ tag. There is no doubt that backroom technical innovation and enterprise has played a significant role in the market’s success to date.
Short concluded, “There is immense pressure on food manufacturers to toe the line when it comes to consumer health. The World Health Organisation (WHO) issued its guidelines on salt and potassium consumption on the same day that the Department of Health (DoH) published the responses from UK food manufacturers to its consultation on front-of-pack nutrition labelling. The WHO’s guidelines on the intake of fats and sugars are also imminent.
“The free from sector has come a long way but there is still immense potential for development of speciality products such as continental breads or confectionery – perfect for the shelves of the in-store bakery. We are working directly with household name manufacturers to develop these products and I’m confident that the next few months will see a number of breakthroughs in gluten-free clean label ingredients that will revolutionise the production of ‘free from’ baked goods.”
