Feature synopsis: Bread mixes 2018

The marketing mix

British Baker Insight Feature

•             Publication date: 8 January 2018

•             Editorial submissions deadline: 1 December 2017

•             Editorial contact: chloeryan.freelance@gmail.com

MAIN ARTICLE

This article will look at evolving role of bread mixes in the British bread market.

As consumers become ever-more aware of what they eat, and where it comes from, what are the implications for bread mixes targeted at consumers seeking artisan-style products?

How important is it that baking mixes are clean label?

What marketing messages can suppliers and bakers use to reassure consumers of the credentials of loaves produced from mixes? What impact does activity such as the Real Bread Campaign and Daily Mail-style news stories have on bread mix suppliers and bakers?

OTHER TOPICS TO BE INCLUDED IN THE FEATURE

BOX-OUT: Corn bread mixes

Consumer interest in corn-based bread is reported to be growing in the UK. How are bread mix suppliers tapping this trend, and what sort of products are proving most popular with British consumers?

BOX-OUT: Retail bread mixes

Suppliers including Bakels and Wrights sell bread mixes into the retail market as well as trade – how lucrative is this channel, and how could it develop in future?

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