BREAD WINNERS What’s new and driving sales in the popular bread category?
With the Kiwi summer in full swing, now is the perfect time to embrace the fresh and wonderful New Zealand produce and there is no better way to elevate this experience than wrapping it inside a delicious Farrah’s Wrap or Tortilla. Michelle Mourits, Business Development Manager at Farrah’s explains: “consumers are getting inspiration from a variety of sources and looking for healthy products that are quick to prepare and suit the entire family’s needs. Not only is the Farrah’s range versatile for all meals of the day, but the ease and speed of preparation is a very popular attribute of our products. Consumers are seeking ‘better for you’ products and a great example of this is the explosion of plant-based alternatives. Farrah’s have embraced these trends through introducing a wrap with plant-based
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FMCG BUSINESS - FEBRUARY 2022
protein sources derived from ingredients such as pea and hemp. Personal health also remains high on the list and consumers are looking at the benefit of functional ingredients such as super grains and how these can supplement their diets or strengthen their immunity.” Mourits adds: “Growth remains strong within dietary lifestyles, the likes of KETO and reduced carb alternatives are proving popular. Farrah’s have crafted a new range of Low Carb Wraps that cater to the growing popularity of keto and reduced carb diet trends. Farrah’s new range of Low Carb Wraps were launched in July 2021 and are the most successful NPD to have launched in the past two years in the Wrap category, (claiming the top three rankings for $ per store per week, ahead of all other wraps NPD launched in the timeframe). Understanding the fast moving and evolving expectation