Bread Needs a Makeover!

Sandwiches are not only a popular lunch option but they serve our on the go lifestyle.

Could bread be the death of the sandwiches? Sandwiches are not only a popular lunch option but they serve our on the go lifestyle. And, according to The Technomic 2012 Sandwich Consumer Trend Report, sandwich sales are up 4.8% since 2010 to $27.7 billion. Furthermore, 49% of sandwiches bought in restaurants or other foodservice sites are up from 44% in 2010, reports Ad Age. Nielsen data shows dollar-sales for breads and baked goods during the past three 12-month periods have been on the rise, with the final period ending May 2013 reaching $23.41 billion. By comparison, unit sales were flat two years ago, down 0.7% one year ago, and up 0.5% in the latest 52 weeks. So back to my original question… Could bread be the death of the sandwiches? We believe the answer could be yes. That’s right! Sandwich breads need to change or they could potentially kill the immense popularity of sandwiches. Why? There’s one simple reason behind our view: bread is the single-biggest hidden source of sodium in the American diet. The way bread is constituted today goes against consumers’ widespread goals to look fitter and be healthier, and benefit from lower blood pressure and less fluid retention. The bread industry is completely capable of reformulating with, say, spices instead of salt, or whole-wheat wraps instead of rye, to enhance flavor, create favorable mouth feel, and preserve the bread product until it is eaten. Do this, and bread makers could earn a lot of credit. Until then, however, we feel they’re perpetuating older, unhealthy methods that needlessly pump America full of sodium. Despite America’s huge appetite for sandwiches, we believe growth could come crumbling down as public awareness of hidden sodium grows and people commit more to eating healthier. There’s no need to risk this, when innovation could serve everyone’s goals.