HORSHAM, PA. — Bimbo Bakeries USA is looking to grab a slice of the growing single-person household demographic with the launch of Simply Small bread. The new bread line is available under the Arnold, Brownberry and Oroweat brands and comes packaged 10 slices per 14-oz bag.
The bread is available in two varieties: honey oat and white with whole milk. Both varieties have no artificial preservatives, colors or flavors as well as no high-fructose corn syrup. The bread also contains no trans fat.
“As one of the largest bread brands in the country, we feel a responsibility to meet our consumers’ needs, regardless of life stage or household size,” said Diana Kattan, associate brand manager of Arnold, Brownberry and Oroweat. “We are very excited to finally be able to cater toward the growing single-person household demographic. We’re hopeful that our new Simply Small product line not only brings consumers back to the bread aisle, but helps to alleviate some of the waste in today’s food industry.”
Citing data from the U.S. Census Bureau, B.B.U. said 28% of U.S. households are now single-person households, making the demographic the fastest-growing household size in the United States.
“While this is a huge segment, the current bread aisle is saturated with larger loaf options meant for bigger families,” B.B.U. said. “This leads to single-person households not purchasing bread or purchasing bread they can’t finish, resulting in stale leftovers. The alternative is to buy the bread and freeze it, but that sacrifices the quality. With food waste being the main reason why consumers do not buy bread, Simply Small’s 10-slice package is the perfect solution for those concerned with feeding just themselves.”
B.B.U. said the Simply Small line is available at major retailers on the East and West coasts for a suggested retail price of $2.49 for a 10-slice, 14-oz loaf. The company said it expects to expand to more regions in the future.