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Between 2017 and 2019, bakery was the category with the highest number of new organic product launches in Western Europe, notes Janin Zippel, marketing segment manager, bakery at Ingredion. The department held an industry consultation in February and March 2021 and subsequently set up a Bread and Flour Technical Working Group (BFTWG) comprising stakeholders representing a cross-section of the bread and flour supply chain. Along with various government agencies, industry bodies and consumer groups, organisations taking part in this group include UK Flour Millers, Federation of Bakers, Real Bread Campaign and companies such as Premier Foods, AB Mauri and Lesaffre.
Thankfully, British Baker has done the hard work for you, gathering thoughts from industry experts. In part one of three, we explore the top trends likely to play out on the bakery scene in 2021.
Amos describes his bakes as a labour of love – his style is colourful and chic with keen attention to detail, and he loves exploring different flavour profiles. He compares his baking style to the converted church that he now lives in, calling both his style and home ‘traditional with a modern twist’. Following a consultation, the government announced in June that advertising restrictions would come into force for high fat, salt and sugar (HFSS) foods, both on TV and online, at the end of 2022. The planned legislation will apply a watershed at 9pm, so adverts for HFSS food and drink will only be shown on UK TV and on-demand programmes between 9pm and 5.30am. The online ban will affect all forms of paid-for advertising, with the scope encompassing social media, videos and influencer marketing. However, brand-only advertising will be allowed as long as an HFSS product is not identifiable, and the ban only applies to large businesses – those with 250 or more employees. With the disagreement played out via tabloid headlines and social media, Aldi made hay with the publicity and even staged a charity sky dive for Cuthbert in May.
Dan’s interest in cooking began when he went traveling in South America in 2007. His particular loves are pies and puddings: before he and his wife bought their first home, they lived with his in-laws, during which time his mother-in-law taught him how to make perfect shortcrust pastry. Having baked thousands of retro recipes from all kinds of antique cookbooks, Dylan’s selected the best of the best for this bakebook, sharing the shining stars from each decade. And since not every recipe Dylan bakes on his wildly popular social media channels turn out delicious, we’ve thrown in a few of the most disastrously strange recipes for you to try if you want to prank your friends, or if you’re simply a glutton for punishment. The legislation on store promotions was due to come into effect in April 2022 but a six-month delay has been applied to allow businesses to adapt, meaning implementation will now be October 2022. Launches in 2020 included vegan empanadas and slices from Ginsters, a pork-less pork pie from Pork Farms, and a vegan curry pie from Pukka. No surprise then that 15% of all bakery product launches in 2019/20 came with a vegan positioning, according to Innova Market Insights.The rise is partly due to ‘part-time vegans’ or ‘flexitarians’ as consumers look to reduce their intake of animal-derived products. When the UK was part of the EU, the so-called ‘mutual recognition principle’ meant flour from the UK could be placed on the market of other EU member states, and vice versa, regardless of national rules as long as it complied with EU law. However, Brexit obviously put paid to this.Products will be subject to the restrictions if they are defined as ‘less healthy’ according to the 2004 to 2005 Nutrient Profiling Model (NPM) developed by the Food Standards Agency. Unsurprisingly, this is largely a result of coronavirus as consumers pay increasing attention to their health at a time when a pandemic is ravaging the globe while also seeking small everyday comforts.
As pointed out by Ben Evans, legal director and chartered trademark attorney at Blake Morgan, no timeline has been set out for reaching a verdict in the case and “what that decision will be when the time comes is equally unclear”. Although the full review of the Bread and Flour Regulations 1998 is expected to take some time, the government wrapped up one talking point promptly by announcing on 20 September that the fortification of non-wholemeal wheat flour with folic acid would become mandatory in the UK. There were also metaphoric shots fired in a legal battle involving two well-known retailers and their respective caterpillar cakes that captured the imagination of the public and the tabloid press. Nostalgic bakery goods deliver the same warm feeling and as we move into 2021 with Covid very much still on our doorsteps, is likely to be on consumers’ agendas in the coming months,” adds Michael Schofield, marketing manager at Bakels. Appetite for vegan-friendly baked goods shows no sign of slowing down. Just look at the raft of new products rolling out in time for Veganuary.
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Ingredients: active dry yeast; all-purpose flour; raisins; brandy; ground cinnamon; nutmeg; ground cloves; ground ginger; butter; eggs; pecans The first meeting of the BFTWG took place in September. By this point, the Federation of Bakers had already drafted a report with suggested amendments to the regulations, “with a particular focus on the disparity between Defra’s view and that of the EU Commission on the definition of flour as processed/unprocessed”.
Ingredients: russet potatoes; eggs; ground cinnamon; ground cloves; nutmeg; dark chocolate; walnuts; butter; granulated sugar Predicting big hitters for the year ahead isn’t easy as we make our way out of a turbulent 12 months. However, amidst the ever-changing consumer landscape we’re seeing two camps form when it comes to 2021 bakery trends; indulgence vs health,” says Kirsty Matthews, insights & marketing manager at Macphie. Defra, therefore, decided it was time to revise the rules to ensure they’re fit for purpose in the new trading environment. The year of 2021 has been one of rising costs for the baking industry. What’s more, 2022 looks set to bring more of the same.
Even before Natasha’s Law had come into effect, the industry discovered there were more compliance headaches on the way, potentially affecting cakes, biscuits, morning goods and pizza. Ingredients: ground pork; ground cinnamon; nutmeg; ground cloves; eggs; molasses; raisins; dates; all-purpose flour The pandemic has made major trends that were already shaping the food and drink market even more important Josh has been playing rugby for his local team for more than 15 years, and once a month he bakes lots of treats to reward his teammates after a rigorous training session. He dreams of having his own artisan bakery one day.
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