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Fresh-baked bread climbed 3.1%, with private label up 11.2%. Dough fell 0.3%, with private label down 13.9%. Cookie dough? Up 241.4%. What gives?

Competing trends roiled the frozen bread and dough category in the 12 weeks ended Dec. 29, according to data from Chicago-based market research firm IRI.

Ben & Jerry’s launch of frozen cookie dough last April helped spur 241% growth in the small category.

So what’s selling? A mix of healthy, indulgent, innovation and same-old-same-old. Manufacturers, pressured by slow category gains and shrinking shelf space at some retailers, are rolling out a bit of everything, with at least moderate success. Confusing? You bet.

And if you’re wondering about the skyrocketing cookie dough subcategory, you can blame launches by Ben & Jerry’s and Nestlé Tollhouse.

Let’s look at comments from a cross-section of frozen bread and dough manufacturers and see what’s up.

Brooklyn, N.Y.-based Julian’s Recipe (juliansrecipe.com) is launching country-style Truffle Butter Baguettes at Expo West. (See our story on Expo West in this issue).

Baguette sales topped about $430 million U.S. dollars in Europe in 2019, and could reach $50-$75 million in the United States very quickly, says Alex Dzieduszycki, CEO. The company’s line of par-baked, filled baguettes are already strong sellers at retailers including Kroger, Publix, and Whole Foods Market, he notes.

Julian’s Recipe Traditional Multi-Grain, Pretzel, and Truffle Butter Baguettes are different from American-style garlic bread, Dzieduszycki says, explaining that they are made with European butter, real minced garlic, and with almost 5% truffles in the butter filling.

Additionally, he notes that “Our Pretzel Baguettes are made with authentic German pretzel bread.” All four of the company’s products are line-priced.

Food from the Hearth (foodfromthehearth.com), marketer of the Furlani, Joseph Campione and Mercato Bakery brands, is re-evaluating current formulas and deepinto R&D on new products to be launched in the near future. That’s the word from Anthony Colson, vp sales, Eastern region, for the company, with operations in Mississauga, Ontario and Oak Creek, Wis.

Anaheim, Calif.-based Bridgford Foods has updated its packaging.

Colson explains that the company is keeping up with trends toward cleaner labels when possible, but is not about to abandon its core specialty breads and garlic toast. “We’re looking to meet the needs of the growing generation. Breads need to be quick and fashionable, and we also recognize that ‘more’ isn’t always better.”

He points out that younger consumers often graze throughout the day, rather than stick with three meals a day. There are also smaller families, and with busy schedules, convenience is more important, he notes.

“More product in bigger packages or value-packs aren’t the answer. In fact, smaller packages for grab-and- go may have a place,” Colson says. While some manufacturers have experimented with gusset bags and tray packs, the company is still a believer in the simplicity of the box, especially with bright colors and eye-catching appeal, he adds.

To keep consumer excitement up, manufacturers need to focus on attributes beyond just cleaner labels and fewer ingredients, Colson says. “Face it – bread is an indulgent product. People want to indulge and enjoy it in the moment,” he says.

Salt Lake City-based Rhodes Bake-N-Serv (rhodesbakenserv.com) reports interest from buyers in 100% whole grain products, not just products that contain whole grain.

Mason-Dixie Foods (masondixiefoods.com), Washington, D.C., will debut lines of natural frozen scones and sweet rolls at Expo West in March, with products in distribution in May. Each line will come in four flavors.

(See our Expo West preview in this issue for more info.)

“We are capitalizing on indulgent food trends that are bringing new customers to the frozen food aisle over waning trends like gluten-free and sprouted grain,” says Ayeshah Abuelhiga, founder and CEO. “Sweets and desserts are having a moment, as are irresistible indulgence – following the trend of #treat yourself and emotional wellness consciousness.”

She expects strong sales growth of the company’s products to continue, with the launch of innovative new sweet items “with more day-part applications and by growing us into the breakfast category as well.”

Look for Urban Farmer (urbanfarmerpizza.com) to launch at least two frozen bread and dough introductions with innovations in veggie-based products, says David Foran, general manager of the Manteno, Ill. – based company heretofore best known for its veggie-based pizza crusts. (It’s launching new flavors in that category as well.)

“We are seeing continued growth in demand for veggie- and plant-based bread replacements that enable the gluten-free, vegan, healthier-for-you, and indulgent characteristics,” Foran says. He adds that this demand is across all categories in light of the success of plant-based meats that hit the market last year. Urban Farmer expects business to continue to grow by more than 200% year-over-year, according to Foran.

Buddha Bread (buddhabreads.com), Bridgeport, Conn., markets frozen gluten-free cheese breads.

Its nut- and soy-free rolls have 12 grams of protein each and are ready in home ovens in 15-20 minutes without pre-heating or thawing.

Inspired by ancient South American recipes and using all-natural ingredients, Buddha Bread bakes crunchy on the outside and soft and doughy in the middle, the company says. They are produced in a dedicated gluten- and nut-free facility without soy, nuts, wheat, trans fat or corn syrup, and with no added salt or sugar.

The product lines include: garlic and basil cheese breadstix; olive and rosemary cheese bread rolls; and original cheese bread rolls. Packed eight to the case in three-sided stand-up pouches, they have an 18-month shelf life. “Each 16.9-ounce package has six pieces,” says Dominic Rotondi, owner and founder.

PACKAGING UPDATES

Rhodes Bake-N-Serv has switched back to aluminum baking pans for its AnyTime Cinnamon Rolls, after consumers had concerns about baking in corrugated paper pans.

Bridgford updated its packaging with lighter backgrounds in the fourth quarter of last year, with sales growing in the double digits after the change.

Mason-Dixie’s new sweet roll line will come in baking trays made from fully recyclable and renewable resources to make baking and cleanup easy and consistent.

Julian’s Recipe’s baguette lineup features a new packaging system and logo.

Urban Farmer sees more demand for shelf-ready packaging, enabling retailers to reduce the number of touches to products being merchandised.

FROZEN BREAD AND DOUGH

Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended Dec. 29, according to Chicago-based market research firm IRI (iriworldwide.com). Percent change is versus the same period a year ago.

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