Breadcraft's innovation in the bakery and bread aisle changing how Kiwis think about bread

17 February 2022

Innovation is baked into the heart of an 80-year-old Wairarapa bakery, making some of New Zealand's most delicious, healthy and nutrient-dense wraps and bread available in supermarkets.

Breadcraft baked its first loaf in Masterton in 1942. Eighty years later, its speciality brands Rebel Bakehouse and Cottage Lane are changing how people think about bread.

Rebel Bakehouse's dedication to catering for gluten-free consumers has seen it claim an 83% market share of the gluten-free wrap market in just two years. Its Low Carb Wrap (launched July 2021) is New Zealand's lowest-carb wrap (per 100g) and carries a 5-star health rating.

Cottage Lane makes it easy for store bakeries to serve customers delicious, natural and handcrafted stone-baked artisan bread. Using Breadcraft's treasured 80-year-old starter bug, its sourdough bread is fermented for 72 hours and can be baked off in store in under 25 minutes (after being delivered snap frozen).

Kerrie Brown, Sales Manager for Breadcraft, says people are seeking out healthy and nutrient-dense foods to support their physical, mental and emotional wellbeing. "This trend has grown since Covid-19, whether people are seeking the comfort of traditional sourdough or looking to pack more into their busy lives. Our bakers seek and use alternative ingredients for our wraps including hemp, linseed, poppy, chia seeds, and quinoa - resulting in nutritious and delicious offerings for consumers," she says.

Alongside Cottage Lane's new Turkish Bread, Rebel Bakehouse will also release new products in 2022, continuing Breadcraft's makeover of the bakery and bread aisle.


This article was published in FMCG Business February 2022 issue.

linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram