Feature Synopsis April 2019: Sourdough & Rye

Rye is tipped as a growth area for the artisan bread market, but it is not without challenges.It is often perceived as being ‘heavy’ and with a strong taste that might not appeal to British consumers.

  • Publication date:  9 April 2019
  • Editorial submissions deadline: 15 March 2019
  • Editorial contact: abbie.dawson@wrbm.com

GETTING A TASTE FOR RYE

Rye is tipped as a growth area for the artisan bread market, but it is not without challenges.It is often perceived as being ‘heavy’ and with a strong taste that might not appeal to British consumers.

This feature will explore ways in which rye bread could be marketed to British consumers to increase its consumption. Key topic areas will include:

  • How can rye bread be marketed to British consumers? What sort of language should be used?
  • What sort of health and taste benefits does rye have over other styles of bread? For example, can the lack of fibre in the average UK diet be leveraged to promote rye?
  • Is there a large potential market for 100% rye breads, or is blending rye with other wheats the best approach in the UK?
  • Are there challenges with sourcing rye flour? How much is grown in the UK – is this increasing? What are the key differences between different styles of rye flour?
  • Key styles of rye-based breads with a view to the ones most likely to attract a British audience.

Other topics

This feature will also look at the challenges around free-from sourdough bread, and how sourdough is being used in a growing range of baked goods such as doughnuts, crumpets and biscuits.

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