Organic food supplier Biona has launched a trio of high-fibre bakery products for retailers, tapping into consumer demand for healthier items.
These include Rustic Seeded Sourdough Baguettes (rsp: £3.79 for a twin-pack), Oat Topped Wholemeal Rolls (rsp: £3.79 for a four-pack), and a sliced Power Protein Bread (rsp: £3.99) – all are organic, vegan, and made with sourdough.
Listings at retailers for the new items have yet to be confirmed. The London-based company currently sells its organic range via Ocado and Amazon as well as selected goods at Tesco, Booths, Holland & Barrett, Planet Organic, and various other health food shops.
Biona said its new breads have been designed to cater to diverse taste preferences by offering variety, nutrition, and convenience. Added seeds provide a mix of textures and enrich the products with extra fibre and protein – the Power Protein Bread contains sunflower and flax seeds and offers 10g of protein per slice.
The baguettes and rolls are ready-to-bake options that take between four and six minutes in the oven, while the sliced loaf can be eaten as a snack, used for a sandwiches or toasted.
Biona highlighted recent Nielsen data (NIQ Scantrack Organic v non Organic Food & Drink August 2024) that it said “confirmed the positive growth trajectory for organic food sales [6.4%], which are now outperforming non-organic [5.4%] as cost-of-living concerns ease”. The data also showed that nearly 60% of shoppers are now regularly buying organic products, it noted, while 70% of shoppers said they were willing to pay more for more sustainable grocery products.
“With over three million UK consumers actively avoiding UPF, clean-label products are clearly on the rise,” commented Carmen Ferguson, brand manager at Biona’s parent company Windmill Organics, referencing results published by The Grocer from a nationally representative survey conducted earlier this year.
Ferguson noted that the latest bakery launches from Biona aligned perfectly with the clean-label trend, offering simple, organic, minimally processed bread alternatives that still deliver on taste and texture.
“In a market saturated with ultra-processed bread options, our organic breads are all free from chemical pesticides or artificial additives making them a wholesome and nutritious alternative. Between 2023-2024, Biona has enjoyed growth of 183% within breads category sales, so we’re confident these latest additions should help consolidate this positive momentum,” she added.
British Baker recently hosted a webinar titled ‘How are the UPF and clean label movements shaping bakery?’, sponsored by AB Mauri and Ulrick & Short. You can catch up on the discussions between a panel of experts by registering for free via this link.
Federation of Bakers chief executive Andrew Pyne, who joined the panel on the webinar, reiterated why he believes the UPF debate is cooking up an unhelpful storm and why demonising bread is not the answer.
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