Page 9 - The European Baking Ingredients Market Report 2022 - Volume 1

European Baking Ingredients Market Report 2022
Sponsored Innovation Profile 09

The question of ethics in baking Engagement programs for clients and suppliers has become
An example? The megatrend of artisanal and industrial bakers a key to success. This is what
ethics. It’s no secret that baking must Clearly, without describing in detail Baking with Lesaffre is aiming for
be responsible. But in reality, ethics each of the needs that make up in proposing co-development and
covers a very wide range of aspects. the six megatrends, artisanal and tailormade formulation programs.
industrial bakers alike must be able
Spontaneously, sustainability to access the right solutions when As an example, as part of the Bake
comes to mind (developing creating their products. it Smart engagement program,
recyclable packaging, supporting Baking with Lesaffre has co-
eco-friendly farming, upcycling To this end, Baking with Lesaffre developed with one of its clients a
surplus materials, reducing energy proposes six engagement programs blend that removes a weighing step
consumption in bakeries, etc.), in line with the six megatrends. during product production. This
but this is just one of the aspects. saves time, enabling the client to
Another market need falling under For example, if there’s a need make more products in store.
the category of ethics is to adapt for pleasure, the Bake for Smile
products to ethnic traditions. engagement program will provide This partnership mindset goes hand
the right answers. If the need in hand with Lesaffre’s consulting
Ethics also covers the “clean-label” concerns ethics, the Bake for Good approach. For example, this is the
trend: moving towards lists of program will offer the most suitable role of formulators who, depending
ingredients that are simpler, shorter, solutions. on the quality of raw materials,
easier to understand and more analyze the composition of flours
reassuring. If the challenge is nutrition and every year and either update the
wellness, the Bake for Care mix or advise clients on product
We can also mention organic diets, program brings answers. As part formulation to help them maintain
which can be motivated by ethical of this last commitment, a bread the right qualities.
as well as health reasons: eating mix has been developed to enable
bread has become a responsible – bakers to offer their customers Identifying client needs, adapting
and even militant – act. a protein-enriched product with and co-creating solutions, working
nutritional benefits adjusted by together in a partnership mindset
Meeting health and wellness Baking with Lesaffre. and constantly innovating to
needs, while boosting pleasure! better serve end-customers: this is
What about the other megatrend The other megatrends have also how the baking market is moving
that is on everyone’s lips, nutrition? led to Lesaffre programs: Bake forward. n
Here too, the needs and options are it Easy, which addresses the
extremely varied: for example, “low need for convenience; Bake it
in…” (e.g., salt), “free from…” (e.g., Smart, which aims to optimize
gluten) or “high in…” (e.g., proteins costs – an increasingly important
or vitamins). consideration in inflationary times;
and Bake it Safe, which concerns
This means adapting to changing food safety.
diets with a view to food
contributing to both health and A new vision of baking to serve
wellness. Eating bread must be clients and drive innovation
good for our bodies and our minds. In this way, Lesaffre, a leader in Contact details
fermentation, has adopted a new
Fortunately, pleasure is never approach to align with the market: Audrey Bernard
far away. Is it synonymous with starting from needs and trends Marketing Communications
taste? The answer is no! Pleasure to propose Baking with Lesaffre Manager
encompasses many aspects, products and services. Baking with Lesaffre
ranging from our other senses LESAFFRE INTERNATIONAL
(the trend for ultra-freshness is Innovation in baking requires this 77 rue de Menin, 59520
important) to fun and authenticity. consumer-focused vision, which Marquette-Lez-Lille - France
involves strong partnerships with
In response, there is a need to build clients. In a world where needs E: a.bernard@lesaffre.com
experiences, product storytelling are becoming so specific, the W: www.lesaffre.com
and tailormade solutions to needs. co-creation of solutions between

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