Rich’s Introduces New Line of Heart-Healthy, Whole-Grain Breads and Rolls for In-Store Bakery Market

Buffalo, NY, May 26, 2010 – Rich Products Corporation is introducing a complete line of all-natural, heart healthy, whole grain breads and rolls for the in-store bakery market. The new portfolio of products, all of which will display both the stamp of the Whole Grains Council and the heart-healthy claim, will be showcased in June at the International Dairy, Deli, and Bakery show in Houston.

“This is a major, nationwide launch,” said John Furey, Senior Marketing Manager of Rich’s. “Our new breads and new sandwich and dinner rolls provide a solution for our in-store bakery customers who have been asking for a greater variety of whole-grain products. In addition to being heart healthy, they’ve all passed extensive sensory tests with flying colors, so they really deliver on great taste.”

Rich’s currently sells dozens of whole-grain bread products, but its new line offers additional value in terms of heart-healthy ingredients and protein. The company will bring the new products to market in two phases: breads in May, and rolls in August. The new products will include a variety of flavor profiles including Oatmeal Crunch, Ancient Grain, Italian Heartland and Apple Crisp.

“Most people are trying to eat healthy but they don’t want to sacrifice convenience or taste,” says Nutrition Expert Delia Hammock, M.S., R.D. “I say they want ‘painless good nutrition’ and that’s exactly what whole grains offer. Not only do they offer a fantastic combination of vitamins, minerals and health promoting phytonutrients, but they also deliver great flavor and wonderful texture.”

New heart-healthy products aligned with health and wellness trend

For some time, consumer demand has been trending away from white breads and rolls toward more healthy grain products. Ten years ago, wheat and grain breads accounted for about 10% of commercial bread sales. Today that figure is approaching 40%. But in-store bakeries have lagged behind the commercial aisle. Only about 10% of the breads and rolls sold at in-store bakeries are grain breads, primarily because the products haven’t been available.

“We’ve put together what we consider to be the perfect frozen dough recipe,” said Furey. “Retailers are looking for additional health and wellness options, and these products meet that need. We’re proud to offer one of the most comprehensive lines of whole-grain breads and rolls in the industry.”

Comprehensive merchandising support provided

Rich’s new products will come with a turnkey promotional program. The campaign, headlined with “Natural Grain Goodness: Better for You Any Way You Slice It” includes a complete set of attractive graphic labels containing all of the important nutritional information, including the stamp of the Whole Grains Council and the heart-healthy claim. Eye-catching point-of-sale materials will include colorful display merchandisers, header signs, counter cards, shelf tags, and consumer brochures.

Whole grains and good health

Numerous research studies have linked whole-grain foods with significant health benefits. Research shows that 81% of consumers are trying to consume more whole grains, and 67% are trying to consume less refined grains.

“We’re always so pleased to learn of new whole grain products,” said Kara Berrini, Program Manager, the Whole Grains Council. “Our goal is to encourage Americans to incorporate more whole grains into their diet, and having a large assortment of breads with the Whole Grains Council Stamp at in-store bakeries is great – that’s where consumers are often looking for fresh and healthier alternatives.”

“Today’s consumers are very health conscious,” said Furey, “and the demand for tasty, healthy foods is escalating. Our new line of whole-grain breads and rolls will allow our in-store bakery customers to capitalize on this trend.”