The reinvention of bread for toasted sandwiches
“Toast BreadPot” is a new suggestion instead of using the classical sliced bread which many consumers use in home for toast sandwiches, filled with a lot of different ingredients. It mainly appeals to households (retail sector) but it can also be used by cafes and other food outlets which usually offer a variety of sandwiches (foodservice sector). The size of this product has to be adapted to the size of the slots in the toaster appliances. However, if you need a bigger bun, especially in the foodservice sector, you may also use the PitaPot bun for toasted sandwiches.
There is a significant relation between both the deliciousness of a sandwich and the number of ingredients, and structural integrity and the number of ingredients. Making sandwiches more elaborate, makes them harder to handle. As the number of ingredients increases, the structural integrity decreases. There is a tendency for consumers to add more ingredients in order to maximize the taste of a sandwich but at the same time they are forced not to do this in order to keep a certain level of sandwich integrity. If consumers use the suggested product they are not going to face this dilemma anymore.
The suggested product creates a new bread category which will mainly compete in the market segments of the toast (or sliced) bread and rolls, in both the retail and foodservice sector. Indicatively, the size of the retail market for the ambient toast (or sliced) bread in Germany is approximately 600 m.€ and in Greece 100 m.€.
The market in the U.K. is different and more interesting, given the fact that the total plant sliced bread market is approximately 1.5 bn £. According to the British Sandwich Association the total industrial (packaged) sandwich complex sells around 3.8 billion items per year, mainly in sandwich bars accounted for 32% of the market, while staff canteens made up 13%, coffee shops 11% and multiple supermarkets 10%. Square sandwich bread is still the favourite carrier in front with 57%, while rolls and baps have 24% of the market. Wraps have 5%. In recent research, in foodservice sector, commissioned by Kerrymaid, 78% of respondents were interested in toasted sandwiches (on sandwich menus).
In most European countries the toast bread market is quite big but declining mainly due to the growth of in-store bakeries, the launch of alternative morning products, the severe supermarket price wars and the healthier food habits. Analysts claim that toast bread manufacturers will have to innovate to address the declining market.
At the same time, the demand for a greater variety of bread is increasing. Especially, in the U.K. there is a growing demand for sandwich bread alternatives.
Conclusively, it is the right time to introduce in Europe and North America an innovative and attractive product such as the “Toast BreadPot”.
*Suggested brand name