Fresh baked goods – all are Private Label

PLMA chef Berry Pronk did not go to the bakery on the corner to select the most special own-brand bakeries, but he bought them from the shelves of European stores.It reinforces the relationship between shopper and retailer like no other category in a store. It is one of the reasons consumers choose one supermarket over another. And it is all private label. The bakery section in a grocery store is a remarkable site to behold and will tease anyone with the sense of smell. Consumers can also find signature items which distinguesh one retailer from another.

Soft and airy

Typical French pasteries, croissant and pillow au chocolat from the French retailer Carrefour. They are available from their fresh bakery department for less than a euro a piece. It is soft on the inside and crunchy on the outside, really buttery and it’s fresh.

Short and creamy

Moving on to Portugal to the traditional Pastais de Nata from Continental fresh bakery section. These are bite size but the regular ones cost 35 cents per unit and are sold by a minimum of three. But frankly who would have only one. Its a crisp cup filled with a custard of egg yolks and sugar, a bit of caramelised on top and you can eat this all day.

Vegan with lots of apples

A huge trend today of course healthier lifestyle. And consumer are clearly looking for healthy ingredients or positive health attributes in the fresh bakery section. Austria is known for having many vegan bakeries. Offering consumers 100% dairy and egg free products. Now it is a typical apfelstrudel from Spar Gourmet. They have many different options. This is the best, directly from the oven. Consumers can serve it as a dessert with ice cream or whipped cream, but they can also have it on the go.

Salty and crispy

Let’s finish with a brezel. Brezels are popular worldwide but nothing beats an authentic German brezel. This one is from Lidl, from their fresh bakery section. One costs less than 50 cents. The perfect treat on the end of a grocery shopping trip. It’s a savory snack, salty, traditionally shaped. Consumers can eat it with a piece of butter or just plain or on the way to the car after doing the shopping.

Retailers are making sure to fulfill their consumers desires for fresh baked goods. Focusing on four key aspects: consistency, availability, freshness and innovation. All those delicious scents and eyebreesing products have made the fresh bakery section an important reason consumers choose one supermarket over another.