Lantmännen Unibake UK’s thaw and serve range.
What’s for
BREAKFAST? Regarded by many as the most important meal of the day, breakfast is experiencing a resurgence with the sector’s suppliers presenting cafés and coffee shops with appealing products and ideas to help draw customers in and meet redefined demands. BLURRED BOUNDARIES “With many consumers well and truly in the routine of hybrid working, foodservice strategies are adapting accordingly,” observes Kate Sykes, marketing manager, Lantmännen Unibake UK, whose brands include Schulstad Bakery Solutions (ready glazed Danish pastries, Viennoiserie, sweet treats, continental savouries, speciality, and French breads) and Americana (fast food breads, including premium and classic burger buns, baps and hot dog rolls). “There are now blurred boundaries when it comes to breakfast. Clockless eating, as the requirement to commute diminishes, has led to breakfast being eaten later in the morning. This means that the sale of more snack-sized breakfast items is on the rise and there has been an expansion of traditional breakfast items into other day parts. “As such, sweet treats such as Danish pastries are becoming more of a
breakfast staple for many, but especially in cafés and coffee shops, with our research showing that they are most likely to be consumed in these venues (Lantmannen Unibake UK - Opeepl Danish and French Pastry Marketing Research - June 2021 data). “A major motivation for consumers when it comes to choosing a breakfast item from a café is the ability to pair it with a drink that elevates the overall experience. Almost 96% of consumers consider purchasing a sweet pastry with a drink according to our research, as well as 66% of consumers habitually pairing these items together at least once a week (Schulstad Bakery Solutions research - Opeepl – Thaw & Serve – February 2022). So, pairing these items together for breakfast provides the perfect opportunity to encourage incremental sales. “And while encouraging increased dwell time is a tried and tested way to
secure incremental sales, another key opportunity at breakfast is the grab and go market. Offering individually wrapped sweet pastries at the till, for instance, provides the perfect grab and go solution and helps to encourage incremental sales at the point of purchase.”
CREATIVE BAKERY “The popularity of artisanal cafés with their own bakeries has seen a big growth in experimenting with different breakfast products that push the boundaries in both format and flavour,” reports Jacqui Passmore, marketing manager UK and Ireland at Dawn Foods.
24 CAFÉ LIFE | THECAFELIFE.CO.UK
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