Gama Innovation Award: Fazer Vegetable Bread
Gama Innovation Award – Positioning
MANCHESTER – 28th June 2016: This month, the Gama Innovation Award – Positioning goes to a new product that brings the nutritional power of vegetables to the bread category – Fazer Vegetable Bread.
Fazer, the Finnish bakery firm, is set to test consumer perceptions in the bread category with "a new kind of bread in which more than one third of the flour has been replaced by vegetables". Combining root vegetables with beans and pulses, as well as more conventional breadmaking ingredients such as wheat and rye flour, Fazer Vegetable Bread is said to be "wonderfully juicy and tasty" with a flavour "just like real bread". It comes in a Beetroot & Carrot variety containing 34% vegetables, and also in a Carrot & Parsnip variety containing 38% vegetables.
Commenting on the launch, Gama editorial director Tom Warden said: "Carb-rich foods have faced testing times over the past few years, especially with growing interest in paleo and other low-carbohydrate diets. Fazer Vegetable Bread is a neat solution to this particular conundrum, with its high-vegetable formula positioning the product as a nutrient-rich alternative to more everyday, cereal-based options in the bread category".
Image source: Fazer / Gama (montage)
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
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