bake - January 2018 - 38

breads

ﬂatbreads on the

Rise

Demand in many corners of the bread industry has been

years, Gibson says. "The conversion rates (for naan) are among

sluggish in recent years, as consumers continue to heed the

the highest I've ever seen in my career. People are looking for

warnings of the anti-carb and anti-gluten crowds. Flatbreads,

unique and different products."

however, make up one bread category that's bucking the trend,
with several industry leaders rolling out a host of new products.

Ridgeﬁeld, New Jersey-based Toufayan Bakeries offers a
variety of both traditional ﬂatbreads and other products -

Kontos Foods sells more than 50 ﬂatbread products, spanning a

pitas, wraps, naan, lavash - it also puts in the ﬂatbread cate-

range of cultures (Greek, Indian, Hispanic) and uses. What sepa-

gory, says Karen Toufayan, the company's vice president of

rates Kontos Foods from others is its commitment to traditional

sales and marketing.

methods of baking, says Warren Stoll, the company's marketing
director. "All of our ﬂatbreads start out as a yeast doughball that's

Three varieties make up the traditional category: Wholesome

hand-stretched before it goes in the oven. I like to say that every

Wheat, Hearty White and Corn and Jalapeno. All are hearth-

piece of bread we make is like a snowﬂake - no two are alike."

baked and have 8 or 9 grams of protein and no cholesterol or
trans fats.

Foods is a 9-inch, pre-grilled ﬂatbread that has the appear-

Toufayan Bakeries' product mix has changed in recent years

ance of a cooked panini, says. The product is packed two to a

to reﬂect consumers' different dietary requirements. Toufayan

bag, and the bag is airtight to extend shelf life. "We've sold it at

says.

foodservice, in a 10-pack," Stoll says. "We were getting a lot of
requests for it at retail." The product is currently being sold in

"Over the past ﬁve years we have developed a range of

selected test markets.

'healthier' versions of our traditional ﬂatbreads, including
gluten-free wraps in four ﬂavors, organic pitas and wraps and

Toronto-based Stoneﬁre makes naan, appetizer-sized ﬂatbread

even the only organic naan breads on the market," she says.

and pizza crust for retail deli and other customers. Brand
new products in the naan category include organic naan and

Kontos's staples have traditionally been white, whole wheat

Naan Dippers, bite-size pieces of naan (about 20 per bag)

and multi-grain pitas, Stoll says. With retailers expanding their

packed in a 7-ounce container, says Jim Gibson, vice president

make-your-own-pizza offerings, pizza crust has become a

of marketing and category development. Naan Dippers are

stronger product for the company.

best marketed in refrigerated deli cases near dips, with which
they're a natural ﬁt, Gibson says.

Another rising star is Kontos's Greek Lifestyle bread, which
was introduced in 2013. It offers about twice the protein and

Demand for Stoneﬁre's naan has been surging, and the

half the carbs as other ﬂatbreads in the category, Stoll says. "In

company has added many other new products in the past two

some chains it's our top seller," Stoll says.

38 < JAN 2018 | bakemag.com

©NOSTALGIQUE ART PHOTOGRAPHY - STOCK.ADOBE.COM

The newest ﬂatbread from Paterson, New Jersey-based Kontos
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