VEGANS / FINSBURY / BAKELS / FLAVOURS & COLOURINGS / HEALTHY BAKERY / MUNTONS / EASTER BAKERY BUSINESS /JANUARY/FEBRUARY BAKERYBUSINESS 2021 ISSUE 28 / JANUARY/FEBRUARY 2021 / @_BAKERYBUSINESS / 2021 JANUARY/FEBRUARY / ISSUE 28

BAKERY BUSINESS Welcome

Follow us at @_BakeryBusiness on Twitter and @bakerybusinessmag on Instagram EDITORIAL ALICE COOKE / Editor [email protected] 07837 407721

CONTRIBUTORS NEIL WOODS / DIRK VAN HAM / STÉPHANIE BRILLOUET / SOPHIE BRAKER / LEWIS FREEMAN / CAT DRESSER / HAYLEY CALTHORPE WELCOME ADVERTISING So welcome to 2021. I’m not going to talk about ‘new normals’, ‘reach out’ to you SAM WHITE / Divisional Director [email protected] (bleugh) and I’m definitely not going to talk about ‘these unprecedented times’. I 01474 520254 think we’re all a bit bored of that rhetoric. The constant faux caring you get in your inbox these days is beyond tedious and SUBSCRIPTIONS into actually slightly distasteful. Is the guy who serviced your car in 2017 actually EDITOR ALICE [email protected] that worried about your welfare? Or is he just sending a thinly-veiled advert out, COOKE dressed up as a note of concern. Cynical? Maybe. But tell me I’m wrong... PUBLISHED BY Joyously, this sort of behaviour only acts to highlight those who are quietly H2O PUBLISHING getting on with actually helping people, actually being there when it matters. A Media House, 3 Topley Drive, Rochester, ME3 8PZ friendly smile, a short exchange over a morning loaf. 01474 520200 Yep, I’m talking about you. Still open, still on the front line, still getting on with it and being amazing. And not having to shout about it to all and sundry on social JAMIE ROBBINS / Managing Director media either... because that’s not why you’re doing it. It’s not about being thought of [email protected] as kind, it’s about actually being kind. TRISTAN O’HANA / Editorial Director This issue is all about Vegans on page 13, Flavours and Colourings on page 28, [email protected] Easter on page 34 and Healthy Bakery on page 21. And we’re celebrating a few mile- DESIGN stones too - 100 years of Muntons on page 30, and 200 years of Dunn’s on page 24. MARC AYRES / Studio Manager (Lockdown celebration, anyone?) HANNAH BROAD / Production Oh, and there’s a state-of-the-nation piece from Finsbury Food Group on page MATT BAILEY / Designer 38, and a catch up with Hayley Calthorpe of British Bakels thrown in for good meas- ure on page 36, talking about how the company has adapted over the last 12 months No part of this publication may be reproduced without written permission from the publishers. and its plans for the future. Printed by BUXTON PRESS As ever, if you’ve got anything to tell me about - good, bad or ugly, just drop me a line. I always want to hear from you. Because this is your magazine, written about you and for you - so what you think matters. In fact, it’s absolutely crucial. Keep your chins up and keep soldiering on. Have a great month.

Alice

The paper used within this publication has been sourced from Chain-of-Custody READ ON THE GO certified manufacturers, operating within international environmental standards, GET OUR DIGITAL ISSUE NOW to ensure sustainable sourcing of the raw materials, sustainable production and to minimise our carbon footprint. BakeryBusiness.com

03 BAKERY BUSINESS Contents

LEGAL This year has meant new considerations for bakery 5 businesses, which must be adhered to

INGREDIENTS INDEX 6 The latest movements in the market SOCIAL + DIGITAL 8 What you’ve been saying online this month NEWS 10 All the latest news from across the industry VEGANS The industry, as ever, is on the ball with this. All the 13 latest developments

SOURDOUGH MYTHBUSTING You know what you’re talking about, 18 but do your customers?

HEALTHY BREADS 21 Why healthy bakes make for healthy revenue DUNNS CELEBRATES 200 YEARS 24 And the business is going from strength to strength FLAVOURINGS AND COLOURINGS All things bright and beautiful will never 27 go out of fashion Don’t forget to check out the official CBA Bakers’ Review at MUNTONS’ CENTENARY the back of this magazine (Just twist and flip) 30 There’s a whole lotta history behind that malt HYGGE 32 The Scandi trend that’s snuggling its way over here BRITISH BAKELS INTERVIEW Managing Director Hayley Calthorpe on navigating 36 the pandemic and moving forward

FINSBURY FOOD GROUP 38 The baking behemoth on where we are now CAT’S COLUMN 40 Why vegan baking tastes better than ever CRAFTY BAKER Do customers not wearing masks drive you up the 41 wall? You’re not the only one.

EASTER Hop to it, there’s not long to go!

34 04

BAKERY BUSINESS Legal

EMPLOYMENT LAW CHANGES IN 2021 There are a number of important changes taking place this year that bakery businesses need to prepare for.

Furlough Maternity pay Starting with furlough, the current scheme will end on Weekly rates for family related leave will increase by 30 April 2021 unless the government elects to extend 77 pence to £151.97 from Monday 12 April 2021 and or replace it with something else. Just before Christmas the rate for Statutory Sick Pay will increase by 50 the Chancellor announced that the government will pence to £96.35 per week. continue to pay up to 80% of a furloughed worker’s wage and that organisations won’t have to contribute Increases in statutory payments & tribunal awards towards this (something it said it was considering). This The maximum compensatory award for unfair means that employers just have to pick up the national dismissals taking effect from 6 April 2021 is expected By Joanne Moseley, insurance and pension contributions of staff who are to increase from its current rate of £88,519. However, Irwin Mitchell fully furloughed. the amount of increase has not yet been announced. irwinmitchell.com Please note that the Job Retention Bonus scheme A week’s pay (used to calculate statutory redun- has been cancelled. The government has said that dancy payments and the basic award in unfair another redeployment incentive may be provided at dismissal claims) is also expected to increase will also the ‘appropriate time’. increase from its current rate of £538 (gross) but the amount of increase has not been announced yet. Carry over of holiday The Working Time Regulations 1998 have been Employment Bill amended to allow employees to carry over up to four The government has said it will introduce an Employ- weeks accrued holiday leave and take it sometime in the ment Bill to “protect and enhance workers’ rights as the following two years. However, this right is only available UK leaves the EU”. to those employees who were not able to take holiday in It has committed to introducing legislation to introduce the 2020 holiday year as a result of the effects of coro- a new right for all workers to request a more predicable navirus. contract and will extend redundancy protections to prevent pregnancy and maternity discrimination. It has National Living Wage also said that it will give parents a new right to take From April 2021, the rate of the National Living Wage will extended leave for neonatal care and, additionally, increase by £0.19 to £8.91 per hour and will be payable to give carers the right to take one week’s unpaid leave more workers because the age threshold is being reduced each year. to 23 (currently, only workers aged 25 and above qualify). www.irwinmitchell.com

05

BAKERY BUSINESS Ingredients Index

WHEAT The Euronext wheat price has been on a bullish trend since mid-August, reaching the highest level since August 2018 on 6th January 2020 at EUR 213/MT. The rally in price is mainly attributable to record Chinese imports and concerns over the 2021/22 crop due to dry conditions across major global wheat-producing areas. This large price increase was also supported by limited domestic supply projected for 2020/21. According to USDA, EU wheat production is forecast to fall by 18.7 million tonnes (-12.1%) to a total of 135.8 million tonnes compared to 2019/20.

MAIZE CBOT maize price rallied to more than six years high on 6th January at USc 489.2/bushel from the lows of USc 323.6/ bushel seen in mid-August 2020, supported by continued strong import demand from China, and a projected tighter supply for 2020/21. US 2020/21 maize exports are forecast to rise to a record of 67.3 million tonnes, up 49% year-on- year, leading ending stocks to fall by 43.2 million tonnes, down 14.7% year-on-year. In addition, dry weather condi- tions in South America and export disruptions in Argentina have further supported CBOT prices.

RICE Thai 5% broken white rice rose sharply to an eight-month high of USD 512/MT on 23rd December 2020, despite lower export demand. Prices remained elevated due to limited supplies in 2019/20. According to the USDA, Thai milled rice production reached 17.7 million tonnes, down by 13.2% year-on-year. In addition, the rapid appreciation of the Thai baht against the dollar throughout most of 2020 contributed further to the bullishness.

06

BAKERY BUSINESS @_BakeryBusiness @bakerybusinessmag Social and digital

Highlights from the bakery industry shared on social media in the past month

@SODERBERGBAKERY SÖDEBERG BAKERY, EDINBURGH We’re all stocked up on sourdough bread, cinnamon & cardamom buns, mazarins, VALRHONA BREADANGELS homemade granola, filled rolls & @VALRHONA @BREADANGELS baguettes and much more. Pop by on your Sunday walk. Lovely Valrhona unveils Amatika 46%, the first ever Bread Angels weekly bake round-up! Sourdough day for it. vegan Grand Cru, born from the unique cocoa by Lucy’s Loaves & Rosehill Bakes, cheese of Madagascar. A brand new couverture that sourdough by Blackbird’s Micro Bakery and combines chocolate couverture with the smooth Danish rye by @BreadSarah sweetness of almond and the powerful aroma of Buy bread like this from your local Bread Angel - single origin cocoa from Madagascar. find yours here: http://bit.ly/BuyRealBread

@BLONDIESKITCHEN BLONDIES KITCHEN When you can’t decide what chocolate bar to have... Make one HUGE chocolate bar with them all in. That’s that sorted then!

PETER COOKS BREAD ROBERTSBAKERY @PETERCOOKSBREAD @ROBERTSBAKERYUK My favourite Spelt and Honey sourdough. The Just our factory, looking all fine and mighty in the perfect landing spot for smashed avocado sun! Have you driven past us lately? Remember #realbread #sourdough #spelt to wind down your windows for free smells!

WRIGHTS FOOD GROUP @WRIGHTSFOODGRP Being a family-owned business means that many @CAKETINBAKERY of our company values are We’ve just 9 random orders for rooted in working together tonight’s local FY postcode (non as a close family unit. We’re Over Wyre) deliveries. Then that proud to support each other will be a wrap for our busiest through the good days and week in history. the bad. #BlueMonday

08 ADVERTORIAL

EXPANDING YOUR SOURDOUGH KNOWLEDGE abim has been working with Fedima on its new Sourdough Campaign.

The Association of Bakery Ingredient Manufacturers (abim), Sourdough bread has an authentic taste and flavour and which represents the interests of UK manufacturers and is also renowned for having a crunchy honeycomb crust, suppliers of ingredients and mixes to the baking industry, a thick texture, and a full aroma. Bakers have an impor- has been working closely to support its European body (Fed- tant influence on the process of making sourdough bread, ima), on the launch of their recent Sourdough Campaign. which can play a role in the final flavour. When bakers The campaign is based on the results of a survey con- feed their starter, they can influence the levels of acidity ducted in 2019 in nine European countries on over 5,000 by adding either more flour or more water until they find people. It found 58% of respondents do not fully under- the perfect balance. stand what sourdough is. The campaign aims to educate “Sourdough is an ingredient that has been part of Eu- consumers on the world of sourdough, providing informa- ropean bread and baked goods traditions for thousands tion on its characteristics, its taste, its history, its benefits of years. We are happy to be working to further increase and its value in baking traditions throughout Europe. the understanding around this ingredient and what it can To promote the campaign, Fedima has released a series of offer. Through this campaign, Fedima hopes to highlight videos and other informative materials – the first video is about sourdough’s long and varied history, as well as its key how sourdough is created. Whilst 95% of bakery consumers characteristics and appeal, ensuring that this ingredient have heard of sourdough, only 42% are aware exactly what it is. also has a bright future,” concludes Sanders. “At Fedima, we are delighted to be launching this cam- paign. In 2019, we conducted a study to gain insights into ABIM MEMBERSHIP how European consumers perceive sourdough, and we Membership is open to companies who manufacture and found that 58% do not fully understand what sourdough is. supply ingredients to the baking industry. As such, this campaign will focus on informing consumers If you are interested in learning more about becoming a about sourdough in an engaging manner, providing details member please contact the secretariat at [email protected] into many interesting characteristics of this ingredient. or go to www.abim.org.uk/contact. Our intention is to open up debate and encourage curios- ity around sourdough throughout the coming months and years,” says Johan Sanders, President of Fedima.

The videos are on the following topics: • History of Sourdough • Sourdough’s Characteristics and Properties • The Influence of Sourdough on the Taste of Baked Goods.

09 NEWS

@_BakeryBusiness

MUFFIN AND CRUMPET PLANT PURATOS COLLABORATES MAKER FUELS GROWTH AMBITIONS WITH EVERGRAIN Lancashire-based Sugden Ltd has acquired intellectual As part of its FoodTech Innovation programme, Puratos is property of Vanderpol Waffle Systems. The deal sees Sugden collaborating with EverGrain, a sustainable plant-based Ltd expand its range and capabilities exponentially. barley ingredients company backed by Anheuser-Busch Sugden Ltd has further strengthened its position as the InBev, in order to develop nutritious products for the world’s leading manufacturer of hotplates with the Intellectual bakery industry. EverGrain was founded to create incredible ingredients Property (IP) acquisition of Netherlands-based Vanderpol that nourish the world through the transformative power Waffle Systems for an undisclosed sum. of circularity. Their focus is to deliver new ingredients from Vanderpol Waffle Systems, previously owned by AMF Den barley, an original ancient grain. Moving beyond the Boer BV, is part of AMF Bakery Systems Europe BV and is brewing process, EverGrain is able to transform barley renowned for being a market-leading manufacturer of waffle into nutrient rich ingredients that can be used in a variety and ‘funcake’ production lines with a worldwide clientele. of food and beverage products. Already designing custom hotplate plants used by Puratos said it is working with EverGrain “to accelerate producers globally to mass-produce pancakes, English muffins and lead the sustainable transformation of our industry”. and crumpets, the deal means Sugden can now manufacture, EverGrain’s barley ingredients offer a plant-based supply and install a wide range of industry-leading waffle and protein and fibre option that doesn’t require additional funcake systems under the Sugden-Vanderpol range. land, saves water, and lowers a product’s overall carbon footprint. As well as expanding the company’s offering, the deal is As only 5% of the worldwide population is meeting also expected to create further jobs at its 35,000sq ft, state- their daily recommended fibre intake it is also critical of-the-art production facility in Nelson, Lancashire, where the to develop innovative solutions in order to boost the waffle and funcake systems will be produced. nutrition and health benefits of baked goods without sugden.ltd.uk impacting taste and texture. Puratos will use EverGrain products to develop bakery and patisserie mixes, allowing customers to bake great tasting, nutritious and sustainable finished goods featuring barley ingredients. Promising tests have been driven with customers which prove the potential of the collaboration with this young start-up to create the first circular breads. www.puratos.com

10 CAKED IN IT The musings of Gavin Puttick, Head Baker at Putty Cakes in Surrey

Hi everybody and a happy new year …I know we’re all keeping our piping bags crossed that it turns out a bit different to the last one. At Putty Cakes we’ve been fortunate enough to have stayed open during lockdown 3, albeit with reduced hours – I’ve been selling essential items like flour, yeast and the like – which I know a lot of you have too. We’ve also had an inspection from HSE to check all our processes during the virus, which was fairly nerve wracking, but all went fine. So on to happier notes – over Christmas I noticed there was a massive boom in decorated chocolate oranges, BRAKES DUO RECOGNISED with some cakers actually making in excess of 200 over IN NEW YEAR’S HONOURS LIST the season – wow! I did around 30 myself, decorated as baubles. I’ve also Two key figures from Brakes, the leading foodservice company, been offering delivered brownie boxes for people who have been recognised in the latest New Year’s Honours list wanted them. for their roles in launching the government’s programme to Now the vaccine is being rolled out, we have lots of provide food boxes to the clinically vulnerable during lockdown. things planned at Putty Cakes. One of which is Cake Brakes’ Supply Chain and Operations Director, Alex Mayfield International in June in Birmingham – fingers crossed it goes ahead. I can’t wait to let you know what the feature (right), and Lead Solution Designer, Ricky Sercombe (left), were is that I’m involved with. awarded MBEs, recognising their pivotal roles in leading the Right, time to go – as per usual I have cakes in the Brakes team that created and launched a service to support oven. I can smell them! I don’t know about all of you, the shielding clinically vulnerable with vital food boxes during but I’m finding people are still wanting to celebrate with the first nationwide lockdown. a nice cake for their birthdays, which is great for all us Working with the government, Brakes, in partnership with cakers. Until next time – see you all soon and stay safe. Bidfood, conceived and launched the service, delivering the first boxes direct to those who most needed them in only nine days. We are very proud that Brakes colleagues have been recognised for the role they played as essential ‘key workers’, that alongside many other largely unseen organisations, ensured food and supplies got through to those in most need. Brakes was also responsible for food supply to critical institutions such as the NHS and the care sector as they struggled to cope with the difficulties caused by the pandemic, and worked with retailers to provide much needed products to fill empty shelves in the early days of the crisis. Alex Mayfield was instrumental in developing and leading Brakes’ approach to creating this unique service, coordinating supply, procurement, packing and distribution in record time. Ricky Sercombe was integral in ensuring the initial data was collated into a meaningful and workable plan, overcoming issues with its accuracy, consistency and timeliness, working round the clock to ensure that deliveries could be made to the shielded vulnerable population. www.brake.co.uk

11 RTU Chocolate Cream Filling

Multimix Vegan Cake Complete Did you know? VEGANS & VEGETARIANS LOOK SET TO MAKE UP 25% UK POPULATION BY 2025.

Data: The Vegan Society

Suitable for Vegans VEGAN

THERE’S MUCH While the vegan sausage roll has grabbed all the headlines, British Bakels predicts that 2021 will be MORE TO VEGAN all about the vegan baked sweet treats: from vegan BAKERY THAN brownies to plant-based cakes and everything sweet THAT SAUSAGE and delicious in between. But before we move on from the sausage roll com- ROLL (AND NO, pletely, let’s have a word with the man that put it on GREGGS DIDN’T the map. No, not the R&D department at Greggs, but DO IT FIRST) Sean Coughlan, of Coughlan’s Bakery in Thornton Heath. To be clear, Greggs never claimed they invented it – that’s just what everyone assumed, and actually,

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Multimix Vegan Cake Complete Did you know? VEGANS & VEGETARIANS LOOK SET TO MAKE UP 25% UK POPULATION BY 2025.

Data: The Vegan Society

13

Suitable for Vegans VEGAN

Sean’s grateful for the exposure the Greggs launch gave to vegan sausage rolls. “I think it’s fantastic what Greggs did,” he says. “They raised awareness. We do it better of course, but I genuinely am grateful to them.” Today, 95% of Coughlans’ offering is vegan. Once a staunch meat eater, Sean first became aware of the vegan movement whilst researching ingredient options for his daughter’s lactose intolerance. “I thought if anyone could come up with some great recipes I could, and that was what made me stumble upon the vegan thing, really.” It all started with doughnuts and yum yums, but snowballed from there. As to the reason, Sean laughs and says: “Because I’m stubborn. Everyone was telling me I couldn’t make delicious vegan dough- nuts, well guess what, I can. If you tell me I can’t do something I’m like a dog with a bone. Most of my customers haven’t the faintest clue our range is all vegan friendly, which just goes to show how delicious it all is.” And Sean’s not alone in this endeavour – far from it. Dawn Foods, for example, says its global R&D team

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14 www.britishbakels.co.uk Suitable for Vegans VEGAN

has tested hundreds of recipes in order to create the best tasting vegan products. It says: “After extensive testing, we have replaced the non-vegan items in our products (primarily eggs) with plant-based ingre- dients that mimic the functionality of the original ingredients and deliver the same great taste! We have secured validation from all suppliers that the ingredi- ents we use are vegan.” Meanwhile, over at Rich Products, they claim to have the most advanced bakery in Europe. “We han- dle a lot of allergens and have stringent controls in place, including sophisticated production sequencing and dedicated line runs. Our technical capabilities mean we are able to adhere to Vegan Society guide- lines on all our lines relatively easily,” says John Want, Marketing and R&D Director, UK. Demand for vegan baked goods has long been rising at an exponential rate, and while savoury vegan goods have been flying off the shelves, the vegan cake market has taken a little while to catch up. But with innovations in factors like mouthfeel, ingenious new ingredients lines and renewed interest in sustainabil- ity, the vegan bakery market is set to explode.

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15 www.britishbakels.co.uk Suitable for Vegans VEGAN

THE STATE OF THE NATION There are no two ways about it: veganism doesn’t look likely to stall any time soon. In 2014, committed vegans only accounted for 0.25% of the population. Whereas vegans and vegetarians are predicted to make up a quarter of the country’s consumers by 2025, with flexitarians making up just under half of the British population. Or as Michael Schofield of British Bakels puts it: “Veganism is more than just a trend though, it’s a shifting tide. It’s here to stay for now and well into the future. Over half (56%) of Brits adopt vegan buying behaviours such as buying vegan products. And with 45% of the Earth’s land is used for farming livestock in some way, and food production account- ing for over a quarter (26%) of global greenhouse gas emissions, interest in sustainable solutions to food production is at an all-time high. And we predict it will continue to be one of the main contributing fac- tors to consumer choices for years to come.” And companies have responded: 2020 was the year that every single one of the UK’s top supermarkets proudly stocked their own vegan range and the year that every top restaurant in the country followed suit by offering their own plant-based or vegan dishes. So how can bakers rise to the challenge? Stéphanie Brillouet, marketing director, Délifrance UK, says: “As plant-based continues to rise in popularity, bakery suppliers will need to give more thought to consum- ers change in consumption. “Lifestyles have changed somewhat over the last year with many now recreating their loved bakery experiences at home whether that be with a more in- dulgent breakfast, lunch or snacking moments. It will be important for suppliers to consider NPD and for- mats to maximising on this such as bake-at-home and pre-packaged offers. And of course, when normality begins to return and hospitality reopens again, we’ll need to be ready for on-the-go consumers demands that will inevitably reappear.”

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Contact Bakels for more information www.britishbakels.co.uk [email protected] British Bakels @britishbakels british.bakels British Bakels

16 www.britishbakels.co.uk Scan to DON’T COMPROMISE ON view products

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Contact Bakels for more information www.britishbakels.co.uk [email protected] British Bakels @britishbakels british.bakels British Bakels

www.britishbakels.co.uk TIMDICK CLARKSON VAN HAM INTERVIEWINTERVIEW

SOURDOUGH MYTHBUSTING Bakers and industry professionals know everything there is to know about sourdough, from how to care for starters to achieving unique tastes in the final product – but are your customers clued up? Fedima’s Dick Van Ham thinks not.

industry has a real opportunity to increase How is this reflected in the consump- Dirk Van Ham awareness of and familiarity with sourdough tion of sourdough bread? Does a lack among non-buyers through targeted com- of knowledge affect bread munication. This was shown by a recent buying habits? study on sourdough consumer behaviour, In fact, only 17% of consumers always conducted in 9 European countries across choose sourdough bread, while around 52% over 5000 participants, commissioned choose sourdough bread from time to time. by Fedima – The Federation of European Looking at these numbers, one wonders Manufacturers and Suppliers of Ingredients what the motives behind them might be. to the Bakery, Confectionery and Patisserie There could be potential barriers in accessing Industries. This data gives an insight into sourdough bread, such as the price or lack of who buys sourdough and sourdough bread, availability. However, the study showed that where they do so – for example an artisan these are not main reasons. bakery as opposed to a grocery store – as Sourdough bread buyers and consumers, well as the main reasons and barriers for especially those who are curious about how sourdough bread consumption. their products are made, tend to buy sour- Across Europe, an overwhelming 95% dough bread at artisanal bakeries rather than of bread consumers know of sourdough in grocery stores or supermarkets. However, in bread and the main reason for buying it is the UK and the Netherlands, artisan bakeries the distinctive taste. Other reasons are its are not the preferred purchasing channel, nutritious properties, the fact that it’s a very and it may be interesting to note that in these natural product and that it stays fresh for countries, knowledge around sourdough is longer. Some consumers also mentioned much more limited. In other countries with that they trust the authenticity and tradi- higher consumption, sourdough is clearly seen tion of sourdough bread. as a way to make bread - an ingredient and a fermentation agent. But what about the consumers? Yet do consumers know precisely There are no fundamental barriers that What do they know about the char- what it is? impede consumers from accessing sourdough. acteristics of sourdough? Is there Although more than 80% of consumers The overarching reason for not buying sour- real awareness and knowledge want to know exactly what they are eating dough products is a lack of awareness. This around the ingredient or do myths and around 67% always read the labels of the means that some consumers might not know and misconceptions persevere? food they buy, only 42% know exactly what how to recognise sourdough bread (as is in Understanding what type of baked goods sourdough is. While it’s true that almost all Poland and Spain (primary reason)), Germany consumers purchase is crucial for knowing bread consumers have heard of sourdough, and Italy (secondary reason) or are just not fa- how best to influence their food habits and for the majority that’s where it ends – they miliar with it at all (as in UK and Belgium and to drive consumption. The baked goods only know it by name. Spain (primary reason)), Netherlands, France

18 BAKE-OFF AND FINISHED GOODS

and Germany. Some consumers simply have the habit of always buying the same bread.

This is where the right communica- tion becomes crucial, so that bread consumers can make informed deci- sions and explore new options. The emotions sourdough and sourdough bread evoke in Europeans can and should be used to broaden awareness and educate more consumers on the definition of sourdough and therefore boost consumption. The study re- vealed that these are feelings of trust, passion, curiosity, and interest around sourdough. The baked goods industry has a real opportunity to use these emotional ties to spark a conver- sation amongst bread consumers, targeting everyday people like you and me. www.fedima.org

19 HEALTHY BREAD OPTIONS

20 HEALTHY BREADS

We’ve seen the demand for healthier breads surge as customers Get it right and your margins will are looking to improve their lifestyles yet still want to include be as healthy as your muffins. By bread in their day-to-day meals. They are looking for a point of Cristiana Ballarini, CSM Bakery difference as well as high quality products that they can eat at Solutions, Activation Director home or ‘on the go’ from morning til evening meals. The rise in West, South & International flexitarian and vegan diets are influencing bread choices and 25- A 34 year olds are swapping to being flexitarians because of ethical environmental and importantly health reasons. We know that bakers can meet this demand and evolve their range of breads and include new products by tapping into developments in the market by using specific bread mixes. Bakers also need to ensure that they communicate details of the product to their customers to ensure they know all about the ingredi- healthy ents and the various products that are available. The use of the bakery’s social media channels to showcase the range with impactful photography and information on key ingredients as well as comprehensive staff training to promotional materials in store it’s key that there is plenty of information available so they can communi- cate details of the ingredients. Ensuring staff are able to fully understand the ingredients in the return products, why they have been included and benefits they bring, will enable them to pass on their knowledge to customers and in turn addi- tional sales. www.csmbakerysolutions.com

21 HEALTHY BREAD OPTIONS

A FRUITY SUGGESTION As part of the #eatmoredriedfruit campaign, The Dried Fruit Alliance wants to encourage bakers to up their use of dried fruits as inclusions or toppings.

Market leading dried fruit businesses have teamed up to communicate the benefits of eating dried fruit as part of an everyday diet in order to drive category growth. The Dried Fruit Alliance consists of Whitworths, Californian Raisin Adminis- trative Committee, the California Prune Board, Pagysa, Aegean Exporters Asso- ciation, Raisins South Africa, Victorian State Government, Dried Fruits Australia and Suriaexport Raisin Exporting Group, aims to re-educate consumers about the health benefits and versatility of incorporating dried fruit in everyday diets. With a combined retail market value of £305m, the Dried Fruit Alliance has encouraged its stakeholders to reinvest into the #eatmoredriedfruit campaign, the Dried Fruit Alliance’s second marketing campaign due to launch in January 2021. The 2019 campaign aimed to debunk myths around dried fruit such as dental health and sugar, targeting trade and consumer press. The campaign reached 10m people with positive messaging about the importance of dried fruit as part of a balanced and healthy diet. The 2021 campaign aims to raise awareness of the health benefits of dried fruit to increase consumption of dried fruit over the next five years. The campaign will be fronted by TV personality Denise Van Outen, and supported by a raft of life- style, parenting, fitness and foodie influencers to help create positive discussion and sentiment around the key health benefits of dried fruit and demonstrate its versatility as an ingredient in sweet and savoury dishes with their own favourite recipes and serves. Dried fruit sales have seen significant growth in 2020 due to a resurgence of home baking and scratch cooking, both for cheap entertainment and to feed households stuck at home during lockdown. Dried fruits sales for the 12 weeks ending 29th Nov were 22% higher than last year, during the peak sales period when everyone does their Christmas baking. Phil Gowland, DFA Executive Committee Member and Commercial Director at Whitworths, says: “We’ve joined forces with a selection of dried fruit brands and businesses to actively encourage category growth. In a year when dried fruit sales have risen for the first time in two years, it’s a great time to continue this upturn and talk about the health benefits of dried fruit that many are not aware of. National surveys show that 92% of children aged 11-18 years and 73% of adults are not getting their 5-a-day and only 60% of adults are meeting their recom- mended daily intake of fibre (30g). The #eatmoredriedfruit campaign is educating consumers that dried fruit has a place in healthy lifestyles being an excellent source of fibre, and a great source of iron and copper which are key in maintaining a healthy immune system.”

22 HEALTHY BREAD OPTIONS

RULE OF CRUMB Why there’s an opportunity to be seized in the Healthy Bread category right now. By Jeremy Gilboy, Founder of St Pierre Groupe, on behalf of Baker Street.

Whilst health trends come and go, bread remains a household staple. What’s more, bread meets consumer demand for convenience, value and nutrition. Despite widespread beliefs, bread can be good for you, containing fibre, calcium, protein, iron and folate. Covid-19 has had an immediate impact on shopping habits, but long term, will also effect consumer attitudes. After such a prolonged health crisis, consumers will invest more in their own health and wellbeing (IGD May 2020), leading them to seek out easy, convenient ways to boost the nutritional content of their diet. This provides an opportunity for brands, including Baker Street, to deliver ‘swap and save’ solutions – such as rye breads – to be added to consumer shopping lists. Available in Seeded and Rye Wheat, the Baker Street sliced rye breads (pictured on page 21) are stonebaked and made with wholegrain rye. The seeded loaves are packed with linseeds, sunflower seeds, barley and oats giving the product a delicious, rich flavour, which satisfies on taste but doesn’t compromise on health. For similar reasons, brown bread has increased in popularity over the last few years. Baker Street’s Sliced Brown Loaves are performing well in the market, sales of its brown loaves increased by 130% between 2016 and 2017, by 72% from 2017 to 2018, by 35% 2018 to 2019 and are up 5% year to date on the same period in 2020. Both the Baker Street Sliced Brown Loaves and Rye Breads can be used to make sandwiches or paired with other popular healthy toppings, such as poached eggs, avocado or peanut butter. With an increasing number of breakfast and lunch occasions now taking place in the home, bread is playing a greater role in consumers lives. All Bak- er Street products are cleverly packed to stay fresher for longer too, which has an additional benefit - guaranteeing a minimum life of 35 days from delivery to depot for the trade and meaning consumers know they’ll always have bread when they need it. Fresher for longer food in general has grown in popularity over the last year with recent research finding that two in five (37%) people will buy more longer-life food and drink products in the future (Mintel, June 2020). www.lovebakerstreet.com

23 DUNNSBAKE-OFF BAKERY AND FINISHED GOODS

Dunns as it is today. Photo credit Marie Mangan Dunns and dusted 200 years and six generations later, Dunns in Crouch End is on the up and up

Lewis Freeman took over ownership of Crouch End’s much-loved bakery Dunns at the age of 25 from his father Christopher. An entrepreneurial spirit, he has just opened a second branch in Muswell Hill, something he has been keen to do for some time. All this in the year that the Freeman’s are celebrating 200 years of craft artisan bakers in their family. Christopher’s father David Freeman, Lewis’s grandfather, bought Dunns just after the Second World War in 1946. Lewis’s great grandfather, Charles Freeman, had worked at Dunns as a pastry confectioner in the early 1900s before opening his own bakery in Enfield. The first in the six generation line of Freeman bakers was Robert Freeman, who came to London from Northamp- tonshire in 1820, travelling on the back of a hay wagon. He started working in a bakery in Highgate before opening his own on Highgate Hill that remained in the family until 1920. Lewis, who grew up and still lives in Crouch End, knew at the age of 15 that At the start of lockdown Lewis delivered Dunns he wanted to take over the family business. He started helping his dad in the goodies on his bike to people isolating. Photo bakery from the age of 11, then spent every Sunday as a teenager working in the credit Marie Mangan shop, as well as being an extra pair of hands at busy times like Christmas and Easter. Christopher was very mindful of this being a decision that Lewis made himself and at no stage asked him or said he expected him to do so. Lewis went to the University of Reading and studied finance and investment bank- Neil Pennell has been cake decorator at ing, working at a local bakery whilst there. His decision to continue the line Dunns for ten years. Photo credit Marie of craft artisan bakers in the family delighted not only Christopher but also Mangan Lewis’s grandfather David, who found out shortly before he died. Dunns employs around fifty staff in total, including many who have worked there for decades plus lots of young people working part-time. They work across six departments: bread, patisserie, flour confectionery & pastry, cake decoration, sandwiches and the shop, plus a driver, cleaner and admin support. Traditional methods of baking have always been used by the Freeman family, including long fermentation of bread dough, so they were well placed

24 BAKE-OFF AND FINISHEDDUNNS BAKERY GOODS

A teenage Lewis Freeman (right) learning his trade with father Chris- topher (left) with a one hundred year old dough mixer. Photo provided by Lewis Freeman

Dunns circa 1900. Photo provided by Lewis Freeman

Lewis Freeman’s grandfather David in Dunns in the 1970s. Photo provided by Lewis Freeman

for the growing demand for sourdough bread of recent years, and now bake a range of sourdough loaves. There’s been subtle changes to the Dunns repertoire over the years, with traditional cream cakes making way for more patisserie. However, the number one selling item still remains the sausage roll (with meat from local butcher Morley’s) and the jam doughnut. The flour used comes from the London’s only working mill, Wright’s the Flour Millers in Ponders End, Enfield, also a family business through six generations. These days, Crouch End sourdough has taken over from the crusty bloomer as the most popular loaf.

LIFE IN LOCKDOWN Lewis, now 28, was quick to act when the country went into the first lockdown in March this year. Realising that people isolating and shielding would be miss- ing their regular baked goods, he set up an online shop for local deliveries. It very quickly took off. Lewis says: “On the first day I had twenty orders that I delivered on my bike. Day two I had sixty orders, so I had to use my car to deliver these. By day three I had one hundred and twenty orders so I had to Lewis’s great grandfather Charles (front, right) at Dunns hire a van!” circa 1906. Photo provided by Lewis Freeman Realising that local people loved the idea and with the order numbers rising, Lewis teamed up with company Pedal-Me who now carry out the daily Rebecca Stapleton has worked at Dunns since she was 16 and now manages the Muswell Hill shop. Photo credit deliveries, that at their peak were one hundred and sixty a day. Marie Mangan THE DOUGHNUT CONNECTION One of Christopher’s legacies, of which he is very proud, is founding and organising National Doughnut Week in aid of The Children’s Trust. This has raised close to one million pounds over the last three decades. Christopher is also the current Master of the Worshipful Company of Bakers, which keeps him busy. This involves, amongst other things, provid- ing training scholarships for young people on the margins of society and supporting food banks in London (where surplus Dunns bread also goes). dunns-bakery.co.uk

25

MUNTONS

CELEBRATES 100 YEARS As one of the largest malted ingredients companies in the world, Muntons has an amazingly rich history

The Baker-Munton family had been 95,000 tonnes per annum. trading in malt and grain in Lincoln, AFTER THE WAR The 1980s was a period of Liverpool and London during the During the war, baking schools had to acquisitions to further tap into the 19th century. During this time, family close so towards the start of the 1950s, bakery industry, including that of malt member Horace Baker-Munton had there was a shortage of trained bakers. This flour business of Associated British established a business importing sparked a revolution of chemical additives, Maltsters and the corn merchants, CK malt extract from America to Britain. premixes and specialised machinery, both Squirrell and Sons of Bildeston. Shortly after WWI and the Spanish in the factories and the homes. Towards the turn of the century, flu pandemic, there was demand With the world of baking moving into expansion continued with a new maltings for malt extract from the bakers, new territory so did Muntona Ltd. A new at Bridlington. By 1997 this had brought food manufacturers and breweries, site followed in 1948, with the purchase capacity to 150,000 tonnes per annum. inspiring Horace’s son, the brilliantly of land and buildings of the former named Munton Baker-Munton, to start British Nylon Spinners in Stowmarket THE NEW MILLENNIUM his own business and directly supply for £110,000. Over the course of the next By the year 2000, the business’ name British manufactured malt extract. decade, the Bedford and Ipswich plants had changed again, this time to Muntons Munton Baker-Munton moved his were sold and closed, and Stowmarket PLC. Stowmarket received a large dreams to the disused Phoenix Brewery became the headquarters. investment, including the installations in Bedford, which was owned by the Malt production at the renamed of evaporators, mash vessels and a malt brewing family business, Charles Wells Munton & Fison Ltd, run by brothers extract packing facility. Ltd. Muntona Ltd was then officially Selwyn and Monty Baker-Munton, Muntons’ passion to remain established on 27 September 1921, with exceeded internal requirements. innovate and drive product the Wells family all becoming major But following Britain’s entry to the development support for its shareholders. EU in the 1970s, its malting capacity customers was demonstrated in 2010 The business continued to grow soon became fully utilised. Stowmarket with the launch of its Centre for and in 1934 acquired Edward Fison Ltd, expanded and Cedars Maltings opened Excellence. Home to the New Product a local competitor maltster and malt in 1978 to meet the demand; group Development (NPD) team, it boasts a extract manufacturer. production capacity was brought to test kitchen, bakery and pilot brewery. Customers are invited to work with the NPD team to learn about ingredients and bring concepts to life.

FURTHER EXPANSION In 2007, an office was opened in Singapore and in 2009, Muntons inc in America was established. A new product development team was formed in Thailand to help meet the exacting needs of the region. This, coupled with the expertise and skills provided from the UK headquarters, ensures that products made for the Asian market have a global appeal, and strengthen Muntons’ position as a global player in malt and malted ingredients. In 2019,

30 MUNTONS

Muntons completed the full purchase 2021 AND BEYOND supporting our customers and business of the plant, making it wholly owned by With the Wells family still a strong partners with innovations for their Muntons PLC. part of the day-to-day running of the products and continued sustainability company, Muntons continues to be programmes. By working together in MOVING WITH THE TIMES a family-owned business, employing such a way helps to create a very exciting Muntons has prided itself as being a team of more than 250 at the and enjoyable future together. one of the greenest maltsters since the Stowmarket headquarters and more “We’re lucky to not only work with the 1980s. With 2-5% of its profits achieved than 300 people globally. very best of suppliers and customers, re-invested in sustainable actions, It produces more than 200,000 but also have industry’s leading team Muntons has been able to reduce its tonnes of malt a year and supplies it to members too. To still be going 100 years greenhouse emissions by almost a over 90 countries. on is an incredible achievement and just quarter per tonne of product. As part of its science-based targets, shows the loyalty and passion involved In 2015, it became the first maltster Muntons plans to reduce its emissions and embedded here at Muntons.” in the UK to open an anaerobic by 45% between 2010 and 2025 and is www.muntons.com digester (AD). Not only does it generate currently on track. As part of this pledge, electricity, it reduces road haulage and it’s investing in another biomass boiler. greenhouse gasses. The AD produces Set to be completed in spring 2021 in bio-fertiliser, which local barley farmers Stowmarket, the 14MW biomass boiler use to enrich the soil so quality crops installed at its Stowmarket site and is set are grown ready to be malted. to slash its carbon emissions by 23,545 A biomass boiler was installed at tonnes per year. Bridlington in 2018, providing the Managing Director Mark plant with its own heat and electricity, Tyldesley adds: “We therefore reducing its carbon footprint. take great pride in

31 BAKE-OFFHOW TO ‘DO’ AND HYGGE FINISHED IN BAKERIES GOODS 2020 TRENDS

Eye of the Hygge Schulstad Bakery Solutions is helping retailers to maximise the potential of the popular Scandi trend

The shopper landscape changed signifi- treat from in-store bakery. ed acts of kindness will help staff build a cantly in 2020 and consumers are turning Retailers also experienced a 14% increase strong connection with your customers and to the simple things in life – being together, in pastry sales when offered as part of linked each other, helping them to feel more re- sharing and enjoying little pleasures. These multibuy deal with a hot drink – the Hygge laxed. are all aspects of the Danish concept, Hyg- movement has provided a great opportunity 4. Simplicity – Stick to simple merchan- ge (which those in the know will know is for outlets to increase the spend. dising throughout the store – not too clut- actually pronounced Hoo-Gah as opposed Here, Schulstad has developed some Hyg- tered, keep shelves well-stocked and tidy. to High-Gah). ge-enhancing tips for your bakery: 5. Sharing and Generosity – Offer your A new survey by Schulstad Bakery Solu- 1. Contentment – Create an inviting atmo- shoppers a free taster and get their re- tions reveals that 58% of Brits are in need sphere of warmth, where shoppers want to sponse – what better way to engage with of comfort from someone or something spend time, enjoy the experience and re- them and create loyalty? more than ever this year. With 37% already turn. Something as little as playing sooth- 6. Motivation – Use in-store signage or PA embracing the Hygge way of life, 55% are in ing and uplifting music can create a feeling systems to deliver motivational quotes, need of a Hygge moment. Enjoying the sim- of contentment, as well as creating soft/ leaving them with a good feeling all day. ple pleasures was the number one way to natural lighting where possible. 7. Indulgence – Create a Hygge area instore, enjoy Hygge (34%), and 17% said that hav- 2. Comfort – By providing suitably cosy and supplying all the products shoppers need to ing a warm drink and a pastry brought them comfortable uniform/attire, and building a bring Hygge into their homes. some Hygge contentment. This is mirrored culture of regular breaks, your staff will be 8. Cosiness – Create a cosy and inviting by shopper purchasing habits, with 60% of able to perform more effectively. ‘nook’ where shoppers can relax. all hot drink occasions involving a sweet 3. Togetherness and Joy – Small unsolicit- www.lantmannen-unibake.com

32

EASTER

Getting under the shell of The Craft Bakers Association (CBA) pre- cupcakes, biscuits, cake bites and mini dicts that hot cross buns will be just as cakes, to more traditional hot cross buns the Easter market, with prominent in 2021 as consumers increas- and bakes. The occasion appeals to a wide expert advice from CSM ingly seek out traditional sweet treats range of audiences such as families, as well and the CBA to cheer themselves up, says Karen Dear, as older consumers, so the potential for Director of Operations, Craft Bakers As- sales is huge. In order to appeal to a wide sociation (CBA). A recent CBA member range of customers, bakers should ensure survey found that nostalgic (83%) and they have a strong range of products for the indulgent (73%) flavours, which have the season that offer both traditional and more capacity to comfort and reassure, will on-trend options.” be popular so it is likely that both the Nearly 60% of CBA members surveyed classic and new hot cross buns, featur- expect seasonal goods celebrating Easter ing additional indulgent ingredients, to do well, while 40% predicted snack-sized will be a big hit this Easter. and individual portions to be a key trend. Cristiana Ballarini, CSM Bakery Solu- The research found that it will be all about tions, Activation Director West, South vivid colours and eye-catching decorations, & International, agrees: “Easter is a key for consumers to reward themselves with a seasonal occasion for bakery, from themed brightly coloured indulgence.

34 EASTER

THE CORONA EFFECT hot cross buns, are loved year on year, 2021 Whilst the nation does continue to enjoy could be the time to explore more unusual sweet treats, the pandemic has also height- and experimental varieties, including ‘hybrid’ ened consumers’ interest in healthy eating. products such as hot cross bun cupcakes, Driven by this, over half of bakers surveyed by loaves and biscuits.” the CBA (53%) think low sugar items will be Elsewhere, in the category, she says sought after in the year to come and 1 in 3 feel popular flavours at this time of year include that high fibre options will be popular. A simi- lemon and orange, chocolate and honeycomb, lar number of bakers (29%) think plant-based so bakers should consider creating a range to eating will be important to consumers next appeal to each of these tastes. year and the same amount feel that superfood Ballarini adds: “Another key concept we ingredients will be popular. expect to see this year is the ‘grazing board’ “Consumer behaviour changed dramati- which compiles a tasty selection of small, cally throughout 2020, with online shopping medium and large sized treats that can be coming to the fore, and an increased focus placed in the centre of the table for people to on shopping local and growing your own,” help themselves. Bakers can offer ready-made says Ballarini. “In relation to Easter, this grazing boards to their customers over the means that strong home-grown flavours will Easter period as a ‘one-stop solution’ for the see an increase in popularity, with a focus occasion, making it simple and easy for them on strawberries and chocolate. That said, the to put on a show-stopping spread. The con- Covid-19 pandemic meant that consumers cept is easily scalable, a must for 2021 as the had to stay at home, and this fueled a desire to implications of Covid-19 continue to unfurl, ‘change up’ the everyday with disruptive and and can cater for both small groups or large.” unusual flavours. For businesses, although the www.csmbakerysolutions.com traditional elements of Easter baking, such as www.craftbakersassociation.co.uk

35 BAKELS

BAKING IN THE NEW WORLD An interview with British Bakels Managing Director, Hayley Calthorpe

WHAT DID 2020 MEAN FOR BAKELS? WHAT’S THE MOST POSITIVE THING The pandemic has certainly had a profound TO COME OUT OF THE PANDEMIC? effect on our industry and with this came Adaptability to deliver the same result – in the significant fluctuations in demand. The way we work and the importance of flexibility safe and secure supply of ingredients to our for customers. Our cross-functional team’s customers was paramount, so we took the ability to adapt to the challenges that we faced quick action of ramping up our stock levels, on a daily basis and provide resilient solutions possible due to the large-scale distribution for our wide customer base is something we centre we have in Bicester, Oxfordshire. This are especially proud of. gave customers piece of mind to know they Hayley Calthorpe would get the ingredients they need, when WHAT MIGHT THE INDUSTRY NOT they need them. KNOW ABOUT BAKELS, THAT COULD Following the introduction of social HELP THEM GOING FORWARD? distancing and elimination of face-to-face We believe in providing far more for our meetings, our ability to adapt quickly allowed customers than simply ingredients. Working us to maintain our high level of customer collaboratively hand-in-hand between support. departments means we fully understand their The safety of our people was the number processes, challenges and future plans and so one priority and so working from home able to provide the very best support, all the measures were introduced quickly for those way from concept creation to product launch. who could do so. Due to this becoming a theme for customers too, we delivered many HOW BAKELS LEADING BY EXAMPLE product samples to the private doorsteps of IN TERMS OF ADAPTING AND our customers, to keep their projects alive RESILIENCE? through a challenging time. Simple - We put customers at the centre of our business, in order to deliver a complete HOW DID BAKELS SUPPORT service. ITS CUSTOMERS AND HOW IS IT CONTINUING TO DO SO? WHY DO YOU THINK BAKELS IS We took a flexible approach to customer SUCH AN ENDURING INDUSTRY requirements, many of whom faced a very PLAYER? challenging situation as the customers Our PEOPLE – Never underestimate the team! they supplied closed and demand dried up. Our foundations are built on trust, honesty Working closely with these customers and and true collaboration with our customers. with a collective eye on local lockdown Ability to make local leadership decisions, restrictions, meant we could react fast and whilst having the backing of Bakels group effectively to local spikes in demand to worldwide, ability to plan and invest in maximise opportunity for customers. technology and production equipment for the Links to our key customers, between all future, ensuring we maintain our place as a departments, become stronger and we really long-term supplier partner. Having the ability did go the extra mile to provide support to our to be agile and work at pace is at the heart of customers. our way of working. www.bakels.com

36 BAKELS

BAKELS’ 2021 TREND PREDICTIONS By Marketing Manager Michael Schofield

HEALTH & HYGIENE Hygiene has become a key priority in our everyday lives and this is no different for bakery: an association with being “safer” has spurn a forecast decline of 14% for in-store bakery products and a spike of 6% and 11% for pre-packed and speciality breads respectively.

THE RETURN OF INDULGENCE AND ‘ME-TIME’ Through Covid-19 consumer buying behaviour and to some extent bakery ranges have focussed on core formats and flavours, with many consumers relegating indulgent goods in favour of “essentials.” Although sweet baked goods are likely to recover slowly, opportunity will emerge for indulgent patisserie lines, which include familiar favourite flavours such as salted caramel and chocolate fudge.

MENTAL & PHYSICAL WELLBEING Our attitude to mental health is changing, with a bigger appreciation for its impact on our daily lives Michael Schofield and something likely to become part of the healthcare system. Connection through social media has been a lifeline for consumers craving interaction and Covid has reinforced the importance of a healthy immune system, including strong mental health.

A NEW RHYTHM OF LIFE Covid-19 has accelerated emphasis on slowing down our lifestyles, adopting a new rhythm of life and a notable shift from extroversion to introversion. A premium has been put on human connection, with experiences superseding materialistic behaviours and fulfilment sought both offline and online.

IDENTITY Personal expression and place in society are two factors consumers will need to confront when emerging from social distancing and many will evaluate what’s worth going back to ‘normal’. Consumers are also likely to stand up for foodie brands which align closest to their values.

OUTSIDE CONNECTIONS As people have been forced to juggle work, play and relaxation in the same space, many are taking a closer look at just how well the spaces they call ‘home’ serve them and what changes they’d like to make long-term. A heightened focus on community means many are turning outward to assist neighbours and small businesses.

SUPERCHARGED TECH’ ADOPTION The short-term adoption of technological behaviours will continue into the long term and eCommerce and digital transactions, in part driven by their ultimate convenience, will move further into the mainstream. Meanwhile, the impact to globalisation could be huge with a more domestic production and less complex supply chains.

VALUE Re-evaluation of what is important or necessary will breed a new lifestyle, with an impact on discretionary spending and a focus on sustainability, taste and positive health. These behaviours will be driven by the affect purchases have on their neighbours/community, the taste experiences they once knew and the quest for nutritionally-balanced foods.

There is a full Bakels 2021 Trend Predictions piece at www.bakerybusiness.com

37 FINSBURY FOOD GROUP THE GOOD, THE BAD AND THE DOWNRIGHT

BYTASTY DARYL NEWLANDS, MARKETING MANAGER AT FINSBURY FOOD GROUP 2020 has been such a challenging year for so many industries in the UK and across the world. From the outbreak of a pandemic to the looming Brexit deadline – we have all felt uncertain and vulnerable about the future, but there is a way forward, says Finsbury Food Group.

Like many businesses, the pandemic put a strain on our manufactur- ing process – but, the health and wellbeing of our staff was, and still is the priority. Despite the constant sense of uncertainty, we adapted our workspaces and factories to be Covid-19 compliant, with a proactive response to ensure we could continue producing products whilst keeping everyone at Finsbury safe. Celebrations are usually at the heart of our offering, but when we all retreated to our houses to stay safe, so did many of our reasons to celebrate. Finsbury saw overall revenues dropping to £306.3 million from £315.3 million in the year to June 27, 2020, due to the outbreak of Covid-19. Whilst sales of celebration cakes softened, we’ve seen strong growth in the sharing cake category, for example, loaf cakes, swiss rolls and round cakes, mainly because these cakes are more suited to less formal, smaller, family occasions. However, as consumers spent more time at home, at-home baking was revitalised with many of us taking to the kitchen to create our own treats. It is suspected that this impacted the sales of pre-packed cakes, however, by recognising a gap in the market we transformed

38 FINSBURY FOOD GROUP

this into an opportunity for those less skilled at-home bakers to still enjoy some of the trending cake creations. In September we launched a new range of licensed branded sharing and celebration cakes of which Baileys Marble Cake, inspired THE GOOD, by top baking trends and the obsession with marble effect icing. This was followed by the launch of the Xbox Controller Cake later in the month, bringing the popular online baking trend to create replica, look-a-like household items out of cake, to the shelves. Baileys Mar- ble Cake and the Xbox controller Cake launched at the perfect time, allowing many consumers to still enjoy the expert and innovative THE BAD craftmanship that was flooding their social media channels. At Finsbury we pride ourselves on staying ahead of the curve. In- novation is weaved into everything we do, especially when it comes to new product development. Tuning into chatter and feedback from consumers has enabled us to not only stay one step ahead of our competitors and successfully remain the market leader, but has AND THE given our customers new exciting products before they realise they need them. More than ever, wellbeing has been high on the agenda for our consumers and therefore a lot of our activity this year has anchored

around this. With the demand from consumers for more variety of DOWNRIGHT plant-based foods, in the Spring we launched a new partnership with social media stars BOSH!, bringing delicious tasting, plant-based cakes to the market. We’ve also grown in areas such as nut-free. This was a huge undertaking, turning one of our largest manu- facturing units, our celebration cake factory unit, TASTY completely nut free. Elsewhere, 63% of UK adults try to eat healthily all, or most of, the time, demonstrating that for many people, a healthy eating mind- set is ingrained. When it comes to snacking however, this is not the case, with just 39% of snackers saying that they look for healthy options all or most of the time. Despite the challenges of 2020, through lots of hard work and perseverance at Finsbury we have managed to successfully hit many milestones this year. From launching an entire nut-free manufacturing site, to releasing our first ever free from product, the Galaxy Gluten Free Cake, to most recently in December, celebrating 20 years of a successful partner- ship with Thorntons (Ferrero). We are so grateful to all our partners as they continue to help us get our products on the shop shelves and in front of our consumers to enjoy.

LOOKING FORWARD... The general sense of uncertainty from the pandemic is expected hard with our licensing partners to create new products to reflect to continue into 2021 and predictions for this year are similar to those smaller occasion opportunities. As the year draws to a close, 2020’s. we are turning our attention to several great launches next year. A focus on whole and snacking cakes is expected, with celebration Throughout 2021 you can expect to see some exciting cakes, with all cakes set to be perform to a similar rate as larger gatherings will like- the trimmings, and new and improved innovation across both our ly continue to be limited at least in the first half of the year. existing branded partnerships as well as some new branded With this shift in mind, at Finsbury we are continuously working partnerships. www.finsburyfoods.co.uk

39 CAT’SCAT DRESSER COLUMN

Veganism in the UK has reportedly quadrupled since 2014, with an estimated 600,000 people following a vegan diet. I am part of this statistic having been eating VEGANUARY a predominantly vegan diet for more than four years. Up until that point I had been used to cooking/baking and eating everything that I was preparing to cut out or – THE GIFT substitute. It didn’t take long to decide this was going to be a permanent change. In a short space of time I felt healthier and pretty darn virtuous! THAT KEEPS When I began my vegan voyage it was largely experimental, I didn’t know whether it would become a way of life or something simply to have a crack at. Finding ON GIVING good vegan products and ingredients, as well as learning what substitutes could be used, took time, research and frankly quite a lot of trial and error. I have endeavoured most vegan friendly city in the UK, closely followed by (since turning vegan) to make the majority of my baking Bristol, Norwich and Cardiff. vegan, and have incorporated recipes and knowledge into my One of my favourite vegan treat go-tos (which methodology for my teaching. launched in 2016) is Glazed, in Brighton – it sells the most Over time there has been a notable mushrooming of delicious vegan doughnuts. Glazed offer “Handmade exclusively vegan bakeries popping up, and substitutes vegan doughnuts made fresh every day, complemented and ingredients have become so much more available (and with damn fine espresso-based delights made from beans thankfully much more affordable). supplied by local roasters”.

Many established bakeries are now also adding many They normally have at least four flavours available every Cat Dresser delicious vegan offerings to their daily ranges, which many day, but you have to be quick as they sell out fast! working toward becoming fully vegan. Not only are these Flavours include Fig Walnut & Chocolate, Raspberry & plant-based delights better for the environment, but vegan Toasted Coconut Chips, Peanut Butter & Cinnamon Fake baking recipes can be a way of swapping saturated fats for Bacon, Chocolate on Chocolate on Chocolate on Chocolate, healthier unsaturated fats. I use Locally produced rapeseed Lemon & Hibiscus, Blueberry & White Vego! oil (Sussex Gold) and linseed oil (The Linseed Farm). The Flour Pot Bakery (of which there are several across My favourite and most commonly-purchased bake is Brighton and Hove) are also a firm favourite. Never let bread. Bread, for me and my diet, is easy – both to buy and anyone say that you can’t get sweet treats that rival their to make. But years ago, I can honestly say I struggled if I non-vegan counterpart, until they have tried a glazed wanted more than bread. doughnut or vegan pain au chocolat from The Flour Pot! With that in mind it’s so exciting to see that the options Now I am beginning to wonder whether all bakeries will are now basically limitless. My local go-to for vegan baking eventually go entirely vegan? is Brighton – arguably they have been somewhat ahead of the Is this just going to be the way of the world? I guess if vegan trend with the likes of Infinity Foods leading the way. people keep buying then the answer could well be yes… In 2020 according to Google trends, Brighton was the Follow Cat on Instagram: @cat_dresser

40 CRAFTY BAKER Crafty Baker

Shh... The Crafty Baker is a sneaky peek into the inner workings of the industry’s top professional brains. Something on your mind? Air your views anonymously by emailing [email protected] GIVE IT A REST, WE’RE TRYING OUR BEST I’m a baker in Lytham – and this story isn’t about me, it’s about another baker, but I’d like to stick up for them.

A local consumer has (very publicly) expressed his dissatisfaction have refrained from naming the bakery but this is the second with the service at a local bakery in the FY8 area. The irate time I’ve seen it at the same place. You need to switch on and resident took to a local Facebook group to shame the bakery, up your hygiene skills!” stating that they were “still handling cash with gloved on” and Pleasingly, in response to the raging rant, many locals did not “attempt to gel or change gloves” when handling the disagreed, suggesting that he should not have returned to the baked goods. bakery if he was so displeased. One wrote: “So you have been The local man stated that this was the second time he has seen twice, don’t like their policy and decided to put it out there to the bakery not follow covid health and safety measurements the public to criticise. Nearly as bad as the eat out scheme when that are now mandatory. The bakery, open as an essential shop people were on here having a go that they went to the same selling bread and sandwiches etc (and therefore in a privileged establishment three times and weren’t happy with their policy. If position compared to the vast majority of retailers, he said) must you weren’t happy the first time don’t go back or say something follow the regulations set out by the government and enforced to them personally.” by Fylde Council. Does this man expect a change of glove for every time the He said: “We are in a lockdown situation and I’m stood in bread is touched, and also when the cash is touched? Times are a bakery waiting to be served, bakery staff are still handling hard enough as it is and we are all doing our best. This grinds my change with gloves on and with no attempt to gel or change gears in a major way. These guys are technically my competitors, gloves handling cakes and sandwiches etc. but bakers stick together. We are all trying our best and making Are they just lazy, or don’t they understand transmission? I our own way through this. Be kinder.

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43 BAKERS’ REVIEW Updates Third National Lockdown Minimum Wage (NMW) Increase

The Chancellor will be implementing the Government’s planned increases to the NMW and the National Living Wage (NLW) on 1st April 2021. The age at which NLW is payable has been lowered, this will now apply to all employees who are aged 23 and 24 (previous age qualification was 25.) The National Living Wage (NLW) for all employees over 23 will rise from £8.72 to £8.91 p/h

The National Minimum Wage (NMW) for the following age bands is: By Karen Dear 21 – 22 years of age will rise from £8.20 to £8.36 p/h 18 – 20 years of age will rise from £6.45 to £6.56 p/h The announcement of a third lockdown will undoubtedly Under 18 years of age will rise from £4.55 to £4.62 p/h present challenges for the craft bakery industry, however, after Apprenticeship rate will rise from £4.15 to £4.30 p/h the resilience members showed last year, we are confident that the sector is well-equipped to meet these. The Apprenticeship rate is payable to all apprentices under The Government’s order for people to ‘stay at home’ means the age of 19 and 19 years and over in the first year of an that demand for online ordering and home delivery will once apprenticeship. again increase, creating both challenges and opportunities. We know that many of our members successfully introduced these services over the past year, or were already offering them, and more may choose to do so, now –helping to mitigate the already, often much depleted footfall. However, there are a number of positives. As an essential shop, bakeries will remain open and we know this was welcomed by the public in the first lockdown, as many shoppers rediscovered their local bakers and sought out (and continue to do so) products with provenance. Although hopefully there is now light at the end of the tunnel, as always, myself and the CBA team will be here to support our members throughout this lockdown, the rest of 2021 and beyond.

BREXIT We have been asked by some of our members on the status of recruitment post Brexit. The new points-based immigration system now applies to both EU and non-EU nationals coming to work in the UK. If you are employing workers not already based in the UK, then you will need to apply for a sponsor licence. There are some useful links on the CBA website, which you can explore regarding checking status of potential employees. https://www.craftbakersassociation.co.uk/news/ recruitment-of-eu-nationals-post-brexit/

09 BAKERS’ REVIEW Updates Revised Baker apprenticeship approved to launch in 2021

Plus, craft bakeries can now apply to access the apprenticeship training for free

A revised version of the Baker level 2 apprenticeship has been updated to meet requirements that have come into been approved by the Institute for Apprenticeships and place since its initial development and to build on effective Technical Education (IFATE) to launch in early 2021. practice. It is an exemplary apprenticeship and will be The revised apprenticeship follows a review by the bakery available to potential students early next year. A big thank trailblazer group, which is chaired by George Fuller of Fullers you to George and the team for their tireless commitment.” Bakery (and Chairman of the Craft Bakers Association) On apprenticeship levy transfer, Louise Cairns, CEO, and includes representatives from Sainsbury’s, Morrisons, National Skills Academy for Food & Drink (NSAFD), said: Hovis, Warburtons and Gordon Polson, representing The “The apprenticeship levy transfer scheme is a great Federation of Bakers. The review was coordinated by the opportunity for smaller bakery businesses to receive the full National Skills Academy for Food & Drink (NSAFD). amount of money required train an apprentice. It is a great The Baker level 2 apprenticeship offers an overview of example of the industry working together for the success every aspect of baking and is intended to provide learners of the whole and we would encourage any craft bakeries with good general baking knowledge. The varied elements interesting in discussing this to get in touch.” of the apprenticeship ensure apprentices are prepared for The bakery trailblazer group will start work on updating a career in the baking industry, rather than just a job, and the Level 3 Baker Trailblazer Apprenticeship Standard in provides them with the flexibility and opportunity to work in early 2021, with the expectation that this will be ready different areas and roles. to roll out by the middle of next year. Bakery employers Designed by the industry, for the industry, the interested in joining the trailblazer group should contact: apprenticeship has options for each bakery sector – craft, [email protected] plant and retail – and is intended to provide the industry with a pool of skilled bakery workers. Every member of the trailblazer group is an employer themselves and so are well- equipped to develop the apprenticeship. The apprenticeship is designed for, and can be accessed by, every type of bakery business. The NSAFD are working with the larger food and drink manufacturing employers to create a sector levy fund and matching service, which allows smaller companies to benefit from larger businesses’ unspent apprenticeships funds. This will enable them to share their levy funds with smaller craft bakeries so they are able to cover the full costs required for apprenticeship training. Any craft bakeries interested in discussing this can get in touch with the NSAFD on 0845 644 0558 or [email protected]. On the updated apprenticeship standard, George Fuller, Chairman of the bakery trailblazer group, said: “The revised apprenticeship is a great example of cross-industry collaboration and has been excellently co-ordinated by the NSAFD. I would like to thank everyone involved for their hard work. The apprenticeship has been designed to work across the whole baking industry, and to cover every element of the trade. Employers can be confident that those following it will have all the skills, knowledge and behaviours required and that apprentices completing the standard are set up for a career in the industry, for life.” Diane Wilford, Relationship Manager, IFATE, added: “The bakery trailblazer group has worked incredibly hard this year to revise the Baker level 2 apprenticeship. It has

08 BAKERS’ REVIEW Updates Holiday during Furlough

Many members’ holiday year starts on 1st April, therefore, for to take their holiday. To do this, you will need to provide them many, the current holiday period ends at the end of March, so with twice the length of notice as you are asking them to take. any untaken holiday by then will be lost as employees are not Employees taking holiday whilst on furlough is beneficial to entitled to carry forward holiday. you as you can claim under the scheme for 80% of their salary. Employees that are on furlough can take holiday and What about holiday entitlement for employees who worked remain on furlough. For any days that are taken as holiday, through lockdown or were furloughed and unable to take their employees will need to be paid 100% of their pay. Employers holiday? Will they lose their holiday at the end of the holiday are still able to claim 80% through the scheme, thus would just year? Whilst the Government have introduced a temporary need to top up the additional 20%. legislation which allows employees to carry forward up to 4 As part of the discussion about placing your employees on weeks holiday across a two-year period, where they have been furlough, you should advise them of how much holiday they unable to take it due to the impact of COVID, this does not have remaining and that they are able to take this whilst on necessarily apply. furlough and will receive full pay for any days taken as holiday. The full document can be found on the CBA website once If you do get to the point where employees have not requested logged into “MY CBA”, together with supporting documents holiday, then you are in a position where you can force them and further information on furlough.

07 BAKERS’ REVIEW Updates Safer Food Scores - CBA Helpline Partners

Safer Food Scores has been supporting CBA members with helpline advice for more than a decade. Any queries related to environmental health, food hygiene, labelling, allergen management, or health & safety are put through to their team, who offer expert advice – which is free to members.

COVID-19 SUPPORT IN 2020 FOOD SAFETY, HEALTH AND SAFETY AND TRADING STANDARDS ASSURED ADVICE This year saw a huge increase in calls, mostly related to COVID-19 management. Safer Food Scores were asked by the CBA to develop baking industry specific As the infection spread, the team management systems covering food safety, health & safety and trading standards. supported members who struggled to Regional workshops were held to introduce and train members in their use. The navigate their way through the vast management systems were assured by the CBA’s primary authority partners, swathes of ever-changing Government Horsham District and East Sussex County Councils, as meeting legal requirements. guidance. Primary authority assurance helps to prevent inconsistent enforcement in other Early on in the pandemic, Safer parts of the country. Any members following the advice and that are asked to do Food Scores developed a COVID-19 something differently by their local council can explain that they are members of the Management System which the CBA CBA and that the systems have been assured. The officer will then need to discuss made available to all members free any changes with the primary authority and cannot take action unless they agree. of charge. This included COVID-19 risk The assured advice has not been challenged by any local authorities or the Health assessments, safe methods, monitoring & Safety Executive and feedback has been that it has increased officers’ confidence forms and signage, which could easily in the management of the bakers, and in many cases their food hygiene rating. be made company and site specific. The system was gratefully received and widely implemented. Those members OTHER SERVICES PROVIDED BY SAFER FOOD SCORES that have been visited by their EHO fed back on how impressed they were with Safer Food Scores offers a 10% discount to CBA members on the wide range of the system. services that they provide. These include: • COVID-SAFER UK mentoring and accreditation to prove to your staff and customers that you are following best practice • Coaching visits to introduce the CBA food safety and health and safety management systems • Audits and support visits to help ensure legal compliance, best practice and 5 star food hygiene ratings • Compliance software, which includes digital diaries to streamline your operations and reduce paperwork • Mentoring to achieve SALSA and BRC accreditation, which can help attract new customers or expand into new markets • Development of bespoke HACCP plans and food hygiene and health and safety procedures • Accredited and bespoke training courses and e-learning to ensure that your teams understand what they need to do • Safety culture surveys and reports to identify why your teams are not following safe procedures and work rules • Food label compliance checks to avoid costly product recalls • Micro-testing, shelf-life testing and water testing and reports identifying when guidelines are not met and recommendations for improvement

Please contact Safer Food Scores on 01442 877322 or email hello@saferfoodscores. co.uk to discuss your challenges, making sure that you let them know that you are a CBA member.

06 BAKERS’ REVIEW Updates Working together to ensure a sustainable future for craft baking

It’s that time of year again to renew your CBA membership, and many of you will already be familiar with Katie Hollis.

Katie, who joined the CBA in April, is the first point of contact that they and the wider craft baking industry can continue for all recruitment and retention membership enquiries and to thrive. together with the rest of the CBA team ensures members If you are thinking of joining the CBA, give Katie a call, Katie receive the guidance and advice they need. will talk you through the benefits, guide you to the right areas Katie has over ten years’ experience in similar roles, for advice and continue to support you for the duration of your including with American Express, so she has an excellent membership. understanding of how to help members maximise membership The start of 2021 sees the following members achieving and the benefits we offer. Recognition status for their continued membership of the CBA. Like the CBA as a whole, Katie’s number one aim is to Our congratulations to the following and thank you to all of provide the very best support and guidance for members, so our members for your continued support.

The CBA’s Recognition Scheme was launched in 2019 to recognise current members of the Association for their loyalty and continued support. Members that continuously renew their membership with the Association will be recognised with a bespoke certificate and pin badge in the following categories:

• BRONZE Continuous membership 3-10 years • SILVER Continuous membership 11-20 years BRONZE SILVER • GOLD Continuous membership 20+ years • STRADBROKE BAKERY • RAVENS BAKERY • DIAMOND – STRADBROKE, SUFFOLK – INGATESTONE, ESSEX Continuous membership of businesses • G WEINHOLT • SCRATBY BAKERY who have represented the CBA for a – ALDERLEY EDGE, CHESHIRE – GREAT YARMOUTH, minimum of 12 months as National • RATHBONES NORFOLK President or Board Director. – UPHOLLAND, LANCASHIRE • ARMSTRONGS BAKERY • MILLPOOL BAKERY – CARLISLE, CUMBRIA Members that reach the above – LOOE, CORNWALL milestones will receive a certificate • JARVIS BROOK BAKERY as part of their annual membership – CROWBOROUGH, renewal, that can proudly be EAST SUSSEX displayed in their shop windows. • BAKERLOW – NORTH LONDON

05 BAKERS’ REVIEW Updates Launch of new Industry Supporter Package

At the CBA we are constantly striving to ensure that we deliver the maximum benefit for members and supporters, and 2021 sees the launch of our new Industry Supporter packages, which enable supporter businesses to more effectively promote their business and services to our craft baker members.

There are four grades of Industry Supporter Package membership available – Bronze, Silver, Gold and Diamond. Each offers various effective ways to reach CBA members, including networking, online advertising, social media activity and more.

We are delighted to announce the first Gold and Diamond Members for 2021:

DIAMOND GOLD SILVER

• ANGEL REFRIGERATION • PLANET U ENERGY • MANTLE PACKAGING • CSM BAKERY SOLUTIONS • PURATOS • BEAM BAKING • DAWN FOODS • FRIMOVEL • INVICTA BAKEWARE LTD • ZEELANDIA (UK) LTD

Should you wish to discuss the new Industry Supporter options, please contact Katie Hollis, Recruitment and Retention, who will be happy to discuss your options [email protected]

04 BAKERS’ REVIEW Welcome

DIARY DATES SAVE THE DATE 20TH OCTOBER 2021 THE CBA ANNUAL CONFERENCE WILL TAKE PLACE ON WEDNESDAY Welcome 20th OCTOBER 2021 – LONDON VENUE TO BE CONFIRMED.

A Happy New Year to all the fellow members of the Association. Wel- come to 2021 - a year I hope is going to be a positive one! Well, to say 2020 was a strange and difficult year would be an understatement! But despite all of the challenges, there have been some real opportunities and successes for the bakery sector. As President Elect, my term of office as President would have started late last year, but, due to Covid, is on hold to allow Presi- WORDS dent Heather time to fulfil her term over the next few months. I am NEIL though very much looking forward to taking up the mantle from her, WOODS in the next few months. Interest in shopping locally and in supporting the community has President Elect grown over the last twelve months and it has been encouraging 2020 to see bakeries embraced as part of this trend. Once again, craft bakers have proved how able they are to adapt to challenging sit- uations and it has been encouraging to hear about the successes NEW of our members, including in many cases a considerable uptake of MEMBERS bread and cake sales, and a growing interest in professional baking THE 108 BAKERY skills, provenance and quality. – Romsey As we look ahead to the coming months it is possible to identify a Hampshire number of trends that could have a positive impact on our industry. For example, the continuation of people shopping locally and seek- GELATO AND CAKES ing out food with proven provenance and a story to tell. We are also – Cheadle, seeing an increase in shoppers looking for indulgent treats, often Staffordshire with a hint of nostalgia – which bakers are perfectly placed to fulfil! At the same time, health and wellness remain very much on the TAMESIDE agenda. Veganism and plant-based eating will continue to grow, COLLEGE – Ashton Under for both health and environmental reasons, as will interest in organic Lyne produce. Cashless payments are likely to become more of a priority for health, hygiene and convenience reasons too. BLACKBERRY As always, the CBA will continue to support its members through- BAKERY out 2021. Over the past year we were thrilled to see a steady increase – Colchester, Essex in membership, coming from past members rejoining and new com- panies, and I want to take this opportunity to warmly welcome new CAKE DÉCOR members to our bakery association, and to thank existing members GROUP LTD for all of their support. – Glasgow So, let us be positive – 2021 will be a fantastic year and we will all meet again at various events. Looking forward to seeing you all, keep safe.

NEIL WOODS President Elect 2020

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JAN/FEB 2021

How Safer Food Scores can help your bakery

Revised Baker apprenticeship approved for 2021 launch

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