Baking & Snack - April 2005 - 115
NEW PRODUCT
SPOTLIGHT
Let Us Eat
Breakfast
(Breads)
Flowers Foods expands its Nature's Own line
to include whole-grain breakfast breads.
hole-grain breads can be flavorful in addition
to being healthy. At least that's what Flowers
Foods Bakeries Group, Thomasville, GA, is
banking on. The company is expanding its
Nature's Own line to include three flavors of breakfast
breads, which will appeal to a wide variety of consumers.
Janice Anderson, vice-president of marketing for the
company, said the new product was fueled by consumers
expressing an interest for the company to expand its Nature's
Own segment to include the breakfast eating occasion.
The new breads, part of Nature's Own soft-variety
category, are 100% whole-wheat and come in cranberry
raisin, cinnamon and maple French toast flavors. Like
all Nature's Own breads, the new breakfast breads
have no artificial colors, preservatives or flavors. "The
breads are an excellent source of fiber. The cinnamon
flavor has 4 g of fiber per slice. That's pretty
W
118 / BAKING & SNACK / April 2005
hearty," Ms. Anderson said.
Though Nature's Own is usually marketed to a
slightly upscale consumer, the new breakfast breads will
appeal to everyone from age 3 to 83, she said. Through
consumer research, Flowers found that parents are
already feeding their children breakfast breads but that
the breads usually are not 100% whole-grain. "I am not
aware of another whole-grain breakfast bread in our
market," Ms. Anderson said.
The company hopes that by offering tasty 100% wholewheat breakfast bread options, parents will find the product
appeals to their children. And as an added benefit, children
will begin to enjoy a healthful breakfast option.
And one must not forget that the life-blood of a
brand is new products, said Ms. Anderson. "This line of
breakfast breads is totally new. It is not another variation
of a wheat bread. It has new attributes that are
not currently available," she said.
Nature's Own breakfast breads launched
April 11. Each 20-oz loaf has an average
in-store shelf life of four days and
has a suggested retail price of $2.49
to $2.69.
The product launch is
being supported with print
advertising campaigns, instore activity, unique product
displays and coupons, Ms.
Anderson said.
Nature's Own breakfast
breads are made by Flowers
Foods Bakeries Group,
which operates 27 bakeries
that serve 17
states and about
35% of the US
population.
-Jessi Withrow
Baking & Snack - April 2005
Table of Contents for the Digital Edition of Baking & Snack - April 2005
Contents
Baking & Snack - April 2005 - 1
Baking & Snack - April 2005 - 2
Baking & Snack - April 2005 - 3
Baking & Snack - April 2005 - Contents
Baking & Snack - April 2005 - 5
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