As a part of its “No Added Nonsense” initiative, Bimbo Bakeries USA has eliminated all artificial preservatives, colors and flavors from its Whole Grains line of bread products sold under the Arnold, Brownberry and Oroweat brands. The line also removed monoglycerides, DATEM and high-fructose corn syrup.
That’s a smart move, especially if bakers are looking to target young consumers. According to the recently released “American Bakers Association 2019 Study: Attracting Gen Z and Millennial Customers,” the amount of sugar, artificial ingredients and number of calories per serving topped the list of concerns when they’re deciding to buy different types of baked foods. HFCS also was listed as a leading concern when purchasing baked bars, bagels and flatbreads. Not listed? Carbs.
Instead of shying away from carbohydrates, 78% of Gen Z and millennials responding to the survey eat carbs in their regular diet. Further, three-quarters of these consumers are not dissuaded from consuming baked foods because of a concern about carbohydrates.
“The bottom line is: Almost 8 out of 10 eat carbs in their diet and that’s just no big deal,” noted Jason Dorsey, president of the Center for Generational Kinetics and the report’s author, during A.B.A.’s annual convention recently. “But if we all went on social media right now, what would you hear? Millennials won’t eat carbs ever. It’s fascinating that what tracks on social media doesn’t actually match the data.”
Across all product categories, the survey also showed “whole grains,” “freshness,” and “natural ingredients” are the most important nutritional descriptors for baked foods. Positioning the better-for-you ones as having “No Added Nonsense” or “No Funky Stuff” is great positioning. And maybe, let’s stop obsessing about carbs. Most consumers don’t.