Schmidt Baking Co. launches magic bullet bread

by Joanie Spencer
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Schmidt Baking developed 647, a line of bread that serves consumers looking for healthier bread alternatives.

There have been times when bread has faced endangerment, between the battle of the Atkins diet and the more recent negative perceptions associated with gluten. But bread never truly went away, and despite the rise in health and wellness concerns such as diabetes and Celiac disease, it’s clear it’s here to stay. “Bread is never going completely away. It’s just the styles of bread that are changing,” said Shawn Paterakis, marketing merchandiser, Schmidt Baking Co., a division of H&S Bakery, Baltimore.  

To meet the need of shifting consumer demand for different types of bread, Schmidt Baking developed 647, a line of bread that serves consumers looking for healthier bread alternatives. Named for three of its healthful attributes — 6 net carbs, 40 Cal and 7 g fiber — 647 is a one-product solution.

JR Paterakis, H&S v.p. of sales and marketing.

“647 touches every facet people are looking for when it comes to meeting health needs and still being able to eat bread,” said JR Paterakis, H&S vice-president, sales and marketing. As bread experiences a resurgence, the 647 line was developed for consumers who had stopped purchasing bread altogether for various health reasons. “It targets anyone who has an additional need — low sodium, low sugar, low carb, high fiber — so if you need just one of those things, everything else becomes an added benefit,” he said.

So far, consumer feedback has been all positive, according to the company. With a low glycemic index, 647 has been well-received by consumers with diabetes. “The significantly low glycemic index is a huge plus for diabetic consumers,” JR said. “Anyone we’ve talked to who has a family member with diabetes has raved about the product.”

He also pointed out that one of the best benefits of 647 is that there is no tradeoff in quality. “A product with such unique health attributes sometimes loses something in flavor and texture, but in our case, none of that was sacrificed,” JR noted.

Schmidt Baking spent about 14 months in product development for the 647 line, which was available June 1 in most large chains and independent retailers throughout New Jersey, Delaware, Central Pennsylvania, Northern and Southern Virginia, and parts of Southern West Virginia. It comes in three varieties: White, Wheat and Made with Honey. The product has a suggested retail price of $3.99 per loaf.

On the horizon, the company plans to extend the line into rolls sometime next year.

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By BRENDA SMITHERMAN 12/22/2017 5:47:59 PM
This is the ONLY light bread you can use for french toast. The Italian variety is our favorite. Please don't ever change recipe it is PERFECT !

By vicki gyuga 5/28/2017 6:35:14 AM
Love this bread but hard to find in North West NJ. Please make it more available at the many Shop Rite supermarkets in our area.

By alexina haynes 2/20/2017 11:03:16 AM
I just love this bread 1 point on weight watchers , the best bread ever. Have a hard time finding it !!!

By Caryl 10/22/2016 12:55:57 PM
Thanks to you, as a diabetic, I can enjoy bread without spiking my blood sugar. Please continue to provide this product. Most of the time, the stores are running out of it!

By Katy Malone 5/23/2016 3:15:23 PM
I would like to order your 647 wheat bread on line. Any suggestions as to how I can do that? I think it's a terrific product but I can never find it at my local Giant. They are always out of it. I have repeatedly asked them to increase their distribution but so far I don't find it available.