Is Bread Toast in 2016?

Is Bread Toast?
A critical look at the baking
industry, sliced bread and grain-
based foods in the age of social
media and self-appointed experts

What this talk will cover
•  Suggested title from the outhouse to the
penthouse
– Why is bread and processed food in the
outhouse?
– Bread industry weak points and trust losers
•  How do you regain consumer trust and retake
the middle class?
•  Where do we go from here?

http://visual.ly/reasons-never-eat-
processed-foods-again

Packaged(Facts((2015)(ﬁnds(that(66%(take(nutri&onal*content,*ingredient0free,**
and*health*beneﬁt*statements(into(considera:on(when(buying(food(and(beverage(
items.(
CONSUMER SHOPPING BEHAVIOR
Shortest Ingred. List
Ingredients I recognize
Minimally processed

Fewer Ingredients Are Better –
Michael Pollan
! 65% agree a little or a lot that fewer is better
! Do they know what that really means?
! Logical brain vs taste
! Perception: More ingredients = more likely items
to avoid
Package Food Facts Online Jan 2015
Disagree a lot 1
Disagree a little 4
Neither 29
Agree a little 37
Agree a lot 28

‘Newer’(Problems(–(Are(labels(so(
complicated(that(consumers(no((
longer(think((
they’re(real(food?(

Not Confident in the Food Supply More Concerned about
Chemicals than Foodborne Illness
IFIC 2015

Consumers Think Its BETTER If
More healthy
Preservative-free 80%
No artificial sweeteners 80%
(IFIC)
Additive free 43%
Honey = healthy
Katz, 2015; Clean Consumer Labels
4/2015 Nutraceuticals Wld; Us Trend
HealthFocus, 2013; Sloan FdTech 12/
2014 (U.S. Adults)
Technomics(((2015)
BeMer(TASTE(
21%(think(that(addi:vePfree(means(
beMer(taste.(((Technomics((2015)(

HOW DOES THIS RELATE TO
THE BREAD AISLE?

The Food Babe
Too much information about things consumers no longer care
about

Self-Appointed ‘Experts’
Spread Fear
Many objects of chemophobia;
Consumers do not see the advantage to them

Think about how these sound
to a person with HS Science?
Are there practices that the industry needs to study?

Weighing Risks and Benefits
•  The risk of removing or keeping the
current preservative?
– Is the risk worth the benefit?
– Can the benefit be communicated? Does
that create a risk?
– Does removing it imply it’s bad and you’ve
been using it all this time?

Companies Dissing Other
Products
“No matter how companies “clean up”
formulations in an effort to improve consumer
perception of their products a competitor is
going to seek a point of differentiation by
questioning an ingredient or ingredients in the
formulation. This is a marketing strategy being
employed by many companies and its level of
success ensures it is going to continue.”
??Short vs long-term success strategy??

Weighing Risks and Benefits
•  Fear marketers EWG, Food Babe
– not concerned with accurately conveying
these complexities of risk
– just need claim to be scary enough to drive
people to choose their products/ book etc.

Implying the Other Are Smuck
•  The Fear Babe: Shattering Vani Hari’s Glass House,”
Marc Draco, 2016 How Marketers Use Fear Of
Chemicals For Profit: 3 Easy Steps
•  Claim&“We&use&a&broader&deﬁni2on&for&safety.&Our&Honest&
approach&takes&full&considera2on&of&poten2al&chronic&
(long?term)&impacts,&exposure&routes,&unique&windows&of&
vulnerability&and&a&wide&spectrum&of&poten2al&health&
impacts&including&carcinogenicity,&teratogenicity,&
allergenicity,&neurotoxicity&and&more.&It’s&a&lot&more&to&
consider&and&weigh,&but&we&think&our&children&are&worth&
it.”(

Fear Monger Random Fact Strategy
•  Ava(Anderson(NonPToxic(Teen(Cosme:cs(
•  Implied(claim(P(1(in(2(men(&(1(in(3(women((
P(cancer(in(their(life:me(
•  1(/(68(children((1(/(42(boys)(are(iden:ﬁed(
with(au:sm((
•  Alzheimer’s(!500%((P(last(20(yrs.(
NCI(comprehensive(Surveillance"(cancer(
incidence(is(NOT(!.(
Just(spewing(data((

Azodicarbonamide
•  EWG - “500 Ways to Make a Yoga Mat
Sandwich” ( even whole grain and natural)
•  130 companies
– Betty Crocker to Little Debbie
– “health”-oriented brands Earth Grains,
Artisan’s Choice, and Manischewitz

Azodicarbonamide - Food Babe
•  Claim - is known to increase the risk of
asthma, allergies and skin problems
– Query – is it adequately tested in humans
at the concentrations people may ingest if
they eat numerous products that contain it.
– Allowed Canada and US - why
– Banned Europe / Australia- why not?

FDA(allows(<45(ppm
•  Ask(yourself(why(it(is(there?(
•  What(is(the(consumer(advantage?(
•  WHO(/FAO(
–  concern(about(respiratory(symptoms(and(skin(reac:ons;(
longterm(eﬀects(really(aren’t(known(yet.((
•  “Nutri:on(sleuth”(Johannah(Sakimura(
»  (concern(over(ADA(has(been(sensa:onalized,(BUT(
“Read(labels(carefully,(choose(the(least(processed(
products(with(the(fewest(number(of(addi:ves,(and(
s:ck(to(homePmade(whole(foods(whenever(
possible.“

Talk about Risk
•  Fudging the concept of risk: Fail to put risk into
context "People fear very small perceived risks and
ignore big actual risks.
•  In context, consumers may be less willing buy “non-
toxic” product.
–  fear of artificial preservatives.
–  Condemn the small and intangible risk of preservatives, but
neglect the danger of bacterial contamination
•  ruin a product or worse, spread disease,

Skeptics Guide to the Universe
Dr. Steven Novella - clinical neurologist
•  Companies “create a market by making claims that
are not supported by science,”
•  If FTC steps in or scientists debunk marketing
claims, the consumer niche is already established.
“You’ve already created the belief in the function of
your product, now you just sell the brand.”
–  Importantly, consumers who fall victim to fear marketing aren’t
stupid; they’re simply misinformed.
–  Full of nuance and complexity, science doesn’t always deliver black
and white answers. - science cannot provide the certainty that
people crave about their families’ well-being. ..
–  fear marketers deliver false certainty wrapped in artisanal
packaging, devoid of so-called harmful chemicals, and nary a dose
of reason in sight.

Deciding How to Address the
Charge
•  Cave in – Panera and Subway
•  Talk about safety?
•  Talk about the role in the product

Natural
•  Why does industry put this on the label?
•  Does it add to consumer knowledge or
is it just more industry background?

Conusmers’ Report
Why Is Natural on Your
Label? Does It Build Trust?

Does this strategy dis your
other lines?

Industry Centered VS
Consumer Centered
•  Made with Whole Grain
•  Dietarily important amt of WG
•  Whole Grain Characterization
– How will this help me sell more bread?
– Why would this be good for consumers and
public health? Vs If this is so, how can I make
it work for my industry?

INDUSTRY SAYS GF FOODS
ARE ON THE WANE

Gluten – you may agree with
Michael Pollan on this - but
•  Pollan – “It’s hard to believe that the
number of people suffering from these
conditions has grown as fast as this
product category. Gluten has become
the bad nutrient of the moment…. Could
it really be that bread, a staple of
Western civilization for 6,000 years, is
suddenly making millions of us sick?”

GF Foods Are Less Nutritious(
•  EUFIC - Free From Foods
thought to be healthier
•  GF foods are less nutritious
–  Study of Canadian GF
products - in press
•  Another opportunity for a
being ‘found out.’
•  Make them better

“Gluten avoidance is the reigning
dietary restriction of our time”
•  44% agree /strongly agreed - ingredients to
avoid play a role in food purchase
•  33% self-reported pattern of food avoidance
•  30% - decreasing or avoiding gluten completely
•  >100 million trying to cut down on gluten
•  >10 million households GF 2014
•  Sales $973 million, 2014 " $2.3 billion by
2019
Pkg Fd Facts 2/2014;Sloan FdTech 12/ 2014; * Gallup
survey

GF Trend: A Decrease or a Hope
Top 2016
Trends 12/15

GF Trend: A Decrease or a Hope

INDUSTRY HAS LOST
CONSUMER TRUST

Dietary Guidelines Note Too
Many Grain Servings
Label :
This bagel
Is 3 servings
Label Texas
Toast and
Pasta serves
Get rid of the
55g sv

Too Many Calories - Adults
Top 10 sources of calories in U.S. diet
1. Grain-based desserts/snacks (cakes, cookies,
donuts, pies, crisps, cobblers, and granola bars)
2. Yeast breads
3. Chicken and chicken-mixed dishes
4. Soda, energy drinks, and sports drinks
5. Pizza

Too Many Grain Servings
Too Many Calories
Top 10 sources of calories in U.S. diet
6. Alcoholic beverages (? A grain serving)
7. Pasta and pasta dishes
8. Mexican mixed dishes (tortillas)
9. Beef and beef-mixed dishes
10. Dairy desserts

Not Enough Whole Grains
•  Whole grains 0.9 sv/d
•  Put your best minds on this
•  Don’t confuse people with ‘made eith
whole grain’
•  Make these sing
•  Need high margin and low margin,
smooth texture

Too Many Indulgent Grains
•  Whole grains 0.9 sv/d
•  Top sources of energy for 2–18 year
olds
•  Grain desserts 138 kcal/d
•  Pizza 136 kcal/d
•  Soda 118 kcald

Admitting Indulgent Grains Are
Treats - Not for Everyday

Industry Foibles
•  Not talking about the
elephant in the room
– obesity
•  Daily donuts
•  indulgent grains
–  Whole grain
brownies; 6” cookies
– really????

Date Layer Bar Reach
Only 37% exercise adequately

Industry Foibles
•  Not talking about the elephant in the room –
obesity and indulgent grains
– Whole grain brownies; 6” cookies – really????
– Natural – no definition
•  Not telling the whole truth

Letting Marketing Be Your
Own Dr. OZ
•  Implying magical goodness
or benefits when they are
unknown / unsubstantiated
–  Superfruits, supergrains
•  Romance copy and hot with
marketers
•  Where is the ‘there’ there?

Making Consumers
Think Its Whole Grain
•  CoCon
Consumers expect whole grain –
not less WG than flour and sugar

Loss of Trust
Whole Grain
–  When the label ≠ reality
–  Made with whole grain
•  It may be true – but
does it make a dietary
difference?
. If I ate all my servings of
‘bread made with whole
grain,’ could I get the
minimum recommended

Healthy Eating Index -
NHANES Total with Grain
Patterns•  Highest with Cereals; Pasta/Cooked Cereal/
Rice; and Mixed Grains Patterns (NHANES)
•  Lowest Cakes/Cookies/ Pies Patterns
•  US Children / Teens Calories from
grain-based desserts = sugar –
sweetened beverages
•  Reedy & Krebs-Smith, JADA 2010: 1477-84

Conclusions
•  Speak with One Voice – Get it together
– Too many groups; Consumers don’t care if
you are a baker, grower, etc
•  Don’t let marketers overpromise
•  Don’t miss golden opportunities
•  Don’t suffer from wishful thinking or
promote indulgent foods as healthy
•  Promote what’s true and good about
bread and grain foods

Conclusion
•  Don’t let your marketing team create a
short term advantage that will cost the
industry in the long term.
•  Tell the sustainable, nutritious story.

Asian Food Regulation Information Service is a resource for the
food industry. We have the largest database of Asian food
regulations in the world – and it’s FREE to use.
We publish a range of communication services (free and paid), list
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Feel free to contact us anytime to talk about your specific
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We look forward to hearing from you soon!
www.asianfoodreg.com
adrienna@asianfoodreg.com

Is Bread Toast in 2016?

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Is Bread Toast in 2016?