La Brea Bakery expands its Take & Bake bread portfolio

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La Brea Bakery expands its Take & Bake bread portfolio

30 Apr 2021

Jordan Winter

Jordan Winter is a journalist who wants to learn more and teach others about the world through storytelling. Dedicated to positive social change, her reporting is informed by years of experience writing, designing, and producing multimedia content for mission-driven publications and nonprofits.

As the creative director for Commercial Baking, Jordan is bringing life to the stories of diversity and sustainability in the commercial baking industry.

LOS ANGELES — La Brea Bakery, North America’s leading artisan bread brand, has expanded its Take & Bake portfolio with the launch of six new breads. The new product offerings include two different sandwich rolls, three rolls and a new twin-pack baguette. The breads feature ingredients like turmeric, everything seasoning, ancient grains, sunflower seeds, rosemary and poppy seeds, and will be available at grocery stores nationwide on May 1. Retail partners like Kroger, Albertsons and Harris Teeter will carry these new breads.

“Last year, we saw a steady increase in consumer demand for our Take & Bake breads, so to keep up with demand, we enhanced our automation processes at our bakeries to support growth and expansion in this area,” said Chris Prociv, SVP of marketing, innovation and R&D at La Brea Bakery. “Take & Bake breads have been rising in popularity since the start of the COVID-19 pandemic. Bread sales across the board increased greatly, and La Brea Bakery’s Take & Bake bread sales were up over 35 percent. In looking at consumer trends and evaluating our sales data, the decision to expand this portfolio was clear.”

The breads feature ingredients like turmeric, everything seasoning, ancient grains, sunflower seeds, rosemary and poppy seeds, and will be available at grocery stores nationwide on May 1.

La Brea Bakery’s Take & Bake breads are pre-packaged and require minimal labor at the retail level. While shipped frozen, these breads boast a six-day ambient shelf life, making it easy for consumers to bake the bread immediately or freeze it to be enjoyed at a later date. The majority of the breads are certified non-GMO, kosher and vegan. The new flavors include:

Seeded Sourdough Roll: A thin, crispy crust and chewy interior with a rich sourdough taste enhanced with a generous amount of millet, flax and poppy seeds
Everything Roll: A savory roll with a soft interior, poppy seeds throughout and a crunchy top containing onions, poppy and sesame seeds
Sunflower Turmeric Roll: Poppy and sunflower seeds flavor this roll, while the turmeric spices add color and flavor
Rosemary Garlic Focaccia Roll: A crisp exterior and chewy center; roasted garlic and rosemary throughout creates an aromatic and savory roll
French Sandwich Rolls: A French sandwich roll with a smooth taste and golden crust
Twin Pack Ancient Grain Baguette: A blend of nine grains and seeds along with the slow fermentation of the company’s signature sourdough results in a multi-textured eating experience

In addition to these new flavors, La Brea Bakery refreshed its packaging across the entire Take & Bake portfolio to drive awareness of the ingredients and address consumer questions. Information on the front of the packaging includes messaging around no artificial preservatives, flavors or colors and a callout that these breads can be baked right away or frozen to be kept on hand and baked fresh later. The back of the packaging includes recipe suggestions for inspiration and simple baking instructions to allow for customized textures, with an image of the breads so consumers know what it will look like when properly baked.

With the addition of these new varieties, La Brea Bakery’s Take & Bake portfolio now includes 13 different products. The new breads have a suggested retail price of $2.99-3.99 and will be available for purchase at grocery stores nationwide on May 1.

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