BAKE OFF: fast food but of high quality Instore bake off has great variety these days and is a terrific generator of profits. Independents should wise up Innovation is the buzzword in the bake off market says continental bakery specialist Bakehouse. The company estimates the market is worth £500m. Continental, which accounts for £100m at retail, is split into three categories: pastries, patisserie and bakery snacks. Very much impulse driven, quality products with new flavour combinations, more fillings and toppings have boosted the sector. And it's a truly fast food to produce. Head of marketing Peter Drew says: "What has helped drive the market is the trend towards snacking and grazing. And now bake off can provide fast food that's real food, of true quality." Bakehouse operates from nine factories dotted across the continent. Out of its 31 standard lines, its biggest seller is the maple pecan plait which was introduced five years ago. New to the range is a pear and chocolate panier, croissant abricot and lemon crème fan, launched at the Food & Bake Show in Birmingham. Bake off, which embraces a plethora of products ­ pies, pasties, cookies, muffins, bagels and continental pastries ­ needs little space, minimal training, and minimal investment, and guarantees attracting consumers. Yet some independent retailers are still losing out by not breaking into it. Palmer & Harvey McLane trading manager Keith Boyce believes the category remains comparatively underdeveloped in this sector despite the fact they can increase turnover and make a whopping 40% profit. Even organic is available to c-store operators through Country Choice. Its organic white stone baked loaf can be baked off in under 18 minutes. Allied Bakeries sees the instore bakery sector as "an opportunity rather than a threat". "Changing shopping patterns and longer opening hours put pressure on retailers to supply in store bakery products round the clock. Over the last two years, we have developed a range of ambient part baked products which can be baked off in 12 minutes," says business unit manager, special products division, Bob Cole. Growth in instore bakery is a result of the popularity of foreign bread, says Speedibake, especially Italian. MD Robert Vance says: "Although French bread is still important to in store bakery and the bread market as a whole, the real growth is coming from Italian bread which has seen growth of more than 42% over a four year period." French bakery specialist Delifrance has also taken the Italian route with its Napoli lattice. Deep filled with tomatoes, ham, onions, mushrooms and emmental, it is described as a "mess free, hand held snack" with the added benefit it can be reheated in the microwave without going soggy. Speedibake's microwaveable doughnuts and American style products have also proved successful on the sweet counter. The newest ­ American cookies ­ were launched in April. For Bakehouse, however, the pièce de résistance has been French celebrity chef Raymond Blanc's endorsement for its all butter croissant. "To get a bake off croissant approved by someone like Raymond Blanc whose name epitomises absolute meticulous detail is so important to us." More opportunity however lies in the savoury side, says the company, which is working with retailers to provide bake off which is hot when bought. "If someone can pick up a savoury that's still warm you get that wow factor," adds Drew. {{FOCUS SPECIALS }}

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