Bakers show style at IFE
Published:  30 March, 2007

Grated ketchup was just one of the innovative products launched at the IFE07 trade show, held at London's ExCel centre from March 18-21. The show had 13 sections, including bakery, with food and drink from all around the world on display.

Among those exhibitors making a name for themselves were Maple Leaf Bakery UK. IFE07 was the first trade show it has ever exhibited at, following its rapid expansion through acquisition over the last year. The company, which now owns businesses including the French Croissant Company, was particularly targeting foodservice customers with its products.

Bakery supplier Bridor, part of the Le Duff group, which also owns the La Brioche Dorée franchise brand, was also at the show. It brought its bread and Viennoiserie products, with its first range of savouries, including swirls, such as ham, cheese and béchamel. Bridor supplies coffee chains Caffè Nero and Costa Coffee, sales manager Robert Preece told British Baker.

Denis Dossche, key account export manager for Belgian bakery La Lorraine, said the firm, which has five factories in Belgium and supplies E2m of frozen breads and long-life protective atmosphere products into the UK, was hoping to extend its supply. La Lorraine Bakery Group was at the show to target UK distributors. "We are working with the biggest distributors already in the UK but we are still looking for other business opportunities," said Dossche.

Belgium-based Pidy said bakers were increasingly turning to its ready-baked pastry cases, which have a long storage life due to their low-moisture baking method, to add variety to their repertoire, and to meet seasonal peaks. Pidy UK's commercial director Godfrey Pratt also revealed it was launching its website - [http://www.pastrypost.co.uk] - which offers craft bakers the entire Pidy range of ready-baked pastry cases in a weekly delivered service.

Karen Mizrahi, sales and marketing director of Bagel Nash, which has seven outlets accounting for 5% of its business, said the firm was exhibiting for the fifth time. "It's always been a great show for us. It gives us the opportunity to showcase our new products," she said. These included a black and white sesame seeds bagel, sun-dried tomato bagel, coffee mocha bagel, carrot and fennel bagel and jalapeno and herbs. Exports, representing 35%, was a growing part of its business, she said.

Warrington-based Nutrition Point was promoting its wheat and gluten-free products with its Dietary Specials and Trufree brands. The products included bread, flour, cakes, biscuits and pizza bases, with brown multi-grain its best selling line. "We own our own manufacturing plant and make products," said national account manager Fiona Molloy. "For consumers, gluten-free is all about trust."

'sandwich-sized' focaccia

Bolton-based craft bakery chain and wholesaler Greenhalgh's was at the show, launching new "sandwich-sized" focaccia products, including cheese, olive and onion focaccia. It also unveiled a Taste of Asia savouries range, including lamb biryani, beef balti and vegetarian balti slice. Wholesale sales manager Garry Thew said the bakery is launching gingerbread houses and model Christmas trees for the festive season.

Bake-off supplier Mantinga, set up two years ago, launched a range of premium gourmet breads at the show, including green olive bread and walnut and ham fougasse. Founder and MD Steven Mackintosh said the company had launched 40 new products this year and currently offers 215 lines. It sources most of its range from a craft bakery in Lithuania, as well as craft bakeries across Europe.

Butt Foods, which recently launched bread bowls and bread boats, had a busy show, said MD David Williams. The company picked up an IFE07 Fresh Ideas award for innovation.

Jackson's Bakery showcased bespoke bread lines, aimed specifically at sandwich suppliers, including mint, chocolate and kolongie (seeded) loaves. Dave Astbury, business development manager, says seeded breads are seeing phenomenal growth. n




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