Focus on bread & baked goods: Is wrapped bread toast?

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Despite an overall increase in bakery sales of 3.5%, on volumes up 1.7% in the past year, wrapped bread volumes have slipped. What can the sector do to revitalise itself?

Not only has the mainstay of the category lost share to a new wave of bread alternatives including thins, wraps and bagels, it has also suffered from persisting negative - and not entirely justified - perceptions in terms of health, say commentators.

Our special report delves into the bread and baked goods market and finds out what the humble loaf must do to regain form; it crunches the numbers on the sector’s bestsellers and market share; explores the marketing strategies employed by the industry’s leading brands; evaluates the trend for artisan-style bread; and canvasses expert opinion on where the market is going.

Also inside our special feature:

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In two-nations Britain, which retailers enjoyed the strongest bread sales growth? Read more

 

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Flat results

Warburtons is planning a record push even though two other brands spent big to no avail Read more

 

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Half and Half measures

From wraps to high fibre, the most significant new product launches of the past year Read more

 

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