Crispy crust, moist crumb, rustic look – these are the tastes of childhood and stone-baked bread from NOWEL. The family-run bakery specialising in the production of bake off products develops its first super premium range under its own brand. The premium range is growing fast and the customers can already choose from: spelt roll, natural buttermilk roll, rustic bread, wheat loaf, Italian ciabatta, rustic baguettes and a range of rustical pane containing among others cheddar cheese or Spanish olives.
NOWEL bakery introduced its first premium products range as a part of its partnership with Lidl at the beginning of 2021, where the bakery’s products were marked with a dedicated “stone-baked” brand mark. The uniqueness of NOWEL's premium breads is due to the way they mature. Intense, deep flavour, original structure and longer freshness of baked goods are the result of precisely determined proofing time and multi-stage fermentation process. The bread owes its crunchiness, golden-brown crust and rustic character to baking on granite volcanic stone from the Italian Val D'Ossola region. The stone heats up evenly and maintains a high temperature. Like all NOWEL’s baked goods, the products also have a clean label which guarantees that the list of ingredients is short and that they come from natural sources.
– Stone-baked bread is a combination of quality, tradition and our passion for creating bread. It is also about following changing consumer preferences and returning to the memories of the taste of bread from our youth. Despite the demanding year 2020, we decided to carry out the planned investment in the most modern line for the production of premium stone-baked artisan products in Poland. We have combined innovative production methods based on unique technology with traditional recipes and nearly 100 years of experience in baking bread, says Elżbieta Zajezierska, CEO of NOWEL. – Stone-baked bread is an option for people who are looking for high-quality bread with a traditional, home-made taste.
“Stone-baked” – the quality and taste of home baked bread
According to the results of the study “Food Management during a Pandemic”, as many as 27% of Poles changed their consumer habits during the COVID-19 pandemic. We started to do more shopping (52%), but with less frequency (82%). What's more, almost half of us shopped “to stock up” during the pandemic, 25% cooked new meals and 21% started preparing baked goods they have never done before [1].
– The sourdough preparation process itself is very time-consuming, so our delight in baking bread at home did not last long. Moreover, a large part of us had to combine childcare, remote working and housekeeping. That’s why we started to look for products in chain stores that resembled home baked goods. We also analysed the composition of our favourite dishes with even more care. It was the traditional recipe, short list of natural ingredients, high quality and the taste of childhood that inspired us to create a new production line of stone-baked artisan bread, says Michal Zajezierski, Vice President of NOWEL.
– Although we have been observing increasing diversity in the shopping basket and growing consumer interest in natural premium baked goods for years, the COVID-19 pandemic has further accelerated the changes taking place. Consumers are looking for high quality products with a short list of ingredients and from trusted manufacturers, says Karolina Zajezierska, Vice President of NOWEL. – Moreover, during and after the pandemic, food became a source of pleasure and new taste sensations. For this reason, consumers were eager to look for products that they could not make themselves at home. This trend was also visible in the bakery industry, which is why we decided to use completely new ingredients and unobvious taste sensations in our latest range of products, adds Karolina Zajezierska.
Products from NOWEL's premium line are available in chain stores across Poland and Europe. You can find them in Intermarche, Netto, Tesco, Żabka, Spar, Dino, Carrefour and Lidl.
[1] https://bankizywnosci.pl/wp-content/uploads/2020/10/Pandemia_Badania_McCormick_FPBZ_2020.pdf, [access: 25.03.2021].
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Copyright © | NOWEL develops its first super premium range under its own brand.
