What’s driving sales in the popular bread category?
Wraps, pita breads and bagels are popular with shoppers, offering versatile lunchbox and meal solutions.
We talked to local suppliers to find out what’s new and trending.
Farrah’s is delighted to launch a delicious NEW addition to its Low Carb Wrap range – Low Carb Sweet Chilli, giving Kiwis even more choice in the wrap aisle.
Bringing the flavour innovation the brand is known and loved for into its Low Carb range, Farrah’s Low Carb Sweet Chilli Wrap is the perfect balance of sweet and spicy and joins the range at 9g of carbohydrates and 90 calories per wrap – the go-to for a delicious and nutritious addition to any meal.
It’s also an excellent source of fibre, providing 35% of your daily dietary fibre requirements, promoting digestive health and keeping you feeling satisfied.
Farrah’s Low Carb Wraps have been growing consistently in NZ Grocery stores since launching in 2021, with 44.1% growth MAT (Circana data to 24/12/23). These tasty Low Carb Wraps have expanded the category by bringing in new shoppers and driving incremental growth, a testament to changing consumer trends and the desire for more innovation in the Low Carb space.
Like their Wraps, Tortillas, and Pizza Bases, Farrah’s Low Carb Sweet Chilli Wrap is also vegan-friendly and proudly made right here in New Zealand.
Farrah’s Low Carb Sweet Chilli Wraps will be available in New World and Pak’N Save stores nationwide from Monday 4 March 2024.
For more information contact your Twin Agencies representative or visit www.farrahs.co.nz.
Rebel Bakehouse HAPPY GUT wraps drive category growth
Breadcraft (Rebel Bakehouse and Cottage Lane brands) has grown by a phenomenal *48%, driving category growth on the back of Rebel’s innovative HAPPY GUT wraps. In line with the trend to food that supports ‘Wellbeing’, Rebel have highlighted benefits of prebiotic fibre in their HAPPY GUT wraps, launching new flavours such as Wholegrain, Capsicum and Roasted Garlic.
The trend to ‘Low Carb’ saw the entry of new Rebel Low Carb Spinach wraps.
In these tight economic times, Rebel also saw an opportunity for the new Original White Family 10 pack of full-sized wraps, a value offering all the family can enjoy.
“With ‘snacking’ on the rise, the time seemed right for a smaller wrap – enter the new Rebel Wholemeal and Original White Snack wraps,” says Kerrie Brown, Head of Sales at Breadcraft.
“Extending our wrap range and hitting the trends just right while optimizing our packaging impact and inspiring meal solutions has all wrapped up to nearly doubling Rebel’s market share of the wraps category, to **18.2%,” explains Brown.
The Cottage Lane Artisan handcrafted, stone-baked bread range (which uses an 80-year-old sourdough bug) is fermented for 72 hours and can be baked off in store in under 25 minutes (saving time and money and making it easy to serve consumers fresh bread daily). With more stores enjoying its benefits Cottage Lane growth has risen to *** 19%.
“We plan to keep riding the trends, bringing to market slices of innovation and giving consumers what they’re looking for – watch this space for the next innovation,” says Brown.
Bake well, eat well, live well.
For more information contact sales@bwl.co.nz or visit www.rebelbakehouse.co.nz.
Circana Scandata, NZ Grocery:
* Bakery Smallgoods, Quarter to 12/11/23 $ Percentage Growth vs. prior year.
** Wraps, 4 weeks to 12/11/23 $ Market Share percentage.
*** Artisan Bread, quarter to 12/11/23 $ Percentage Growth vs. prior year.
Giannis – A story with full flavour
A family-owned company of Mediterranean origins, Giannis Pita Bread rose from honest, humble beginnings to become one of New Zealand’s largest specialised flat bread manufacturers and a major supplier to the New Zealand food industry. It’s a tale of Kiwi ingenuity and authenticity.
Giannis Michaelides set sail from Cyprus in 1966. He arrived in Christchurch with only the clothes he stood in, a wonderful smile and a healthy appetite for leavened bread his mother had taught him to make.
But Giannis brought with him more than just his love of pita, he introduced to our pantries other wholesome, ethnic flatbreads from exotic lands and earlier times.
The Giannis brand was established in 1991 and continues to go from strength to strength 33 years later. Giannis produce and supply an extensive range of Pita Bread, Wraps, Pizza Bases, Tortilla and Naan bread products that are available in the New Zealand market including gluten free options.
“We are always looking closely at the market and consumer trends and will continue to develop new products to meet the market supported by an extensive marketing programme across Giannis social media platforms,” says Sales and Marketing Manager Simon Rangihaeata.
This kind of honest-to-goodness philosophy, Kiwi No. 8 wire mentality, and refusal to compromise the integrity of the products is fundamental to the way the Giannis family will continue to run the business in 2024. For more background on the Giannis story go to: www.giannis.co.nz
www.facebook.com/GiannisPitaBread/
www.instagram.com/giannisbreads/
For sales enquires contact Giannis Sales and Marketing Manager Simon Rangihaeata 021 854 091, simon@giannis.co.nz.
