bake - November 2019 - 14

Nicole Rees

AB MAURI NORTH AMERICA
FAST FACTS

The "fear of missing out" - or FOMO -

Another trend that can help bakeries in

AB Mauri North America, based
in St. Louis, creates specialty
blends that help bakers deliver
the quality, on-trend products
that customers desire, whether
it is for sweet goods like donuts
or healthful, artisan breads.
AB Mauri North America also
specializes in technologies for
frozen platforms that can help deliver quality products even when
skilled labor is in short supply.

created by limited-edition and specialty

the future is the growth in made-to-order

items is a major trend that bakeries can

items. Instore bakeries that allow customers

continue to capitalize on to attract and

to place an order for pick-up provide a

retain customers, says Nicole Rees, product

sense of fresh, personalized service which is

director at AB Mauri North America.

always a beneﬁt. In this case, even industrial

Younger consumers, Gen Z and millennials

or mechanized processes can deliver arti-

in particular, make up half of the popula-

sanal results through the bake-off. Freezer-

tion of the United States. This group has

to-oven frozen dough, frozen dough and

changed the marketplace with how they

even par-baked products provide ﬂexibility

promote these items across social media

and fast, quality service to major retailers as

when they "discover" them in stores.

well as convenience to the end consumer.

"It's free advertising essentially," Rees points

"Customers value the support that AB Mauri

out. "If bakers can create items that capti-

can bring to their portfolios of products,"

vate this group, like how the always popular

Rees says. "Often our customer has so many

seasonal pumpkin spice latte has done,

projects going at once that it is hard for them

traffic will come."

to innovate as fast as they would like. We

14 < NOV 2019 | bakemag.com

support that process even further through
FOMO also defends against internet shop-

collaboration and global capabilities."

ping. Research has shown despite the
growth of online grocery sales, those same

Looking to the future, Rees explains that

consumers still physically visit at least two

with younger generations taking over shop-

different stores twice a week, Rees points

ping, ﬂavor, texture and adventure is going

out. A key reason for doing so is to choose

to be the name of the game in the years to

perishables in-person, but unique offerings

come. "With that, the baking industry needs

by retailers as well as seasonal specials are

be poised to be more exciting and more

important attractions for this customer set.

open to how the market is evolving."

JOHN UNREIN

The AB Mauri North America
product and process innovation
team specializes in multiple areas
including enzyme technology,
product claims for various baked
goods, on-trend ingredients such
as proteins and pulses in breads
and even texture or flavor customization for sweet goods like
cakes, donuts and pastries.
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