The combination of homemade taste with convenience is one I've yet to see beaten. Shoppers are always after a meal solution, and the Mini Lavash from Atoria's Family Bakery is ticking all the boxes. I spoke with Beth Gordon, the operation's Online Marketing Manager, to learn more about this offering.
"Our Mini Lavash is a mighty meal solution, perfect for wraps, pinwheels, flatbread pizza, panini, dips, chips, and any meal or snack throughout the day," Beth noted. "It's also built on consumer demand. A lot of people eating our flatbreads were asking us for smaller versions of our full-size breads. They wanted these options for lighter meals and even food for their kids. So, we created our line of bread, and people love it!"
The line includes Traditional, which is made from the original family recipe that inspired the bakery; Whole Grain & Flax; Cauliflower & Coconut; and the new Roasted Red Pepper.
"We sell our Mini Lavash on our online store before we're sold in store. That way, we have data and proof to show retailers that people will buy our bread from them. It's great market research. And since we sell our breads online, consumers know what to look for when they see the bread at their local grocer," Beth explained.
As we discussed cross-merchandising strategies, Beth acknowledged that bringing in a new product to the already crowded deli/bakery area of the grocery store can be a challenge, but collaboration is key.
"We need to get creative to find new and interesting ways to get shoppers' attention," said Beth. "We work very closely with our buyers and reps to make sure we stand out and are successful for each store we're in. Some of our successful strategies include finding the right brand partners. For example, at Fresh Thyme, we've teamed up with Boar's Head to promote our products in promotional sales and shipper displays by the deli area. We've seen a lift in sales since we started teaming up."
Beth went on to explain that Atoria's works with each store to find out where its products are going to be the best fit.
"At certain stores, our Mini Lavash is hanging on the refrigerated deli wall, since the bags are outfitted with a peg hole, near the meats and cheeses and hummus. This helps consumers quickly visualize a quick and easy meal. Plus, since our breads are baked with simple ingredients and nothing artificial, being in the refrigerated area helps extend our shelf-life," Beth stated. "At other stores, our Mini Lavash is on a knee-knocker in front of the deli. This is a great placement to help inform shoppers of the various options available that could complement their deli purchase."
Deli meat + cheese + Atoria's = a quick and easy meal!
For the company bringing quality products made with traditional baking methods, it's not hard to see why Atoria's holds consumer appeal.
"We think bread should be baked with a handful of simple, pronounceable ingredients and should never include any artificial colors, flavors, or preservatives. While there is currently no FDA guidance, this is what people typically refer to as clean label breads. We think what's not in your bread is just as important as what's in it," Beth concluded. "At Atoria's Family Bakery, we use non-GMO, simple ingredients and traditional baking methods. We don't have time to take shortcuts and we never will."
For more on this stand-out company and its products, keep reading us here at Deli Market News.