Diana Kattan, associate brand manager for Arnold, Brownberry and Oroweat, Bimbo Bakeries USA (BBU), told BakeryandSnacks consumers lack choice when it comes to the size of loaves matching their lifestyles, leading them to eschew bread entirely for fear of wasting it.
A typical loaf contains at least 18 slices, too big for a single person.
About three-quarters of millennials and Gen Z consumers are ‘bothered’ by wasting bread, according to a report by the American Bakers Association. Another 20% said they would skip buying another loaf if they threw the previous one in the garbage.
Consumers are still buying bread though, with 60% reporting having purchased a loaf within a few days of the April survey.
“We’re hopeful that our new Simply Small product line not only brings consumers back to the bread aisle, but helps to alleviate some of the waste in today’s food industry,” said Kattan.
Rise of the single-person household
“The brand will be filling a much-needed void with Simply Small – especially within premium bread," she added.
“Our main target is single-person households, but we’re also targeting a health-conscious, premium bread consumer who strives to live a balanced life.”
According to the US Census Bureau, single-person households account for nearly 30% of all US households, or 35.7m units. In the 1960s, such households only comprised 13% of the nation’s total.
A majority of those living alone are over the age of 55 (21.3m). Today, US residents are typically delaying marriage, meaning more of 25- to 34-year-olds live alone. The number of single-person households drops under 2m between the ages of 35 and 49, before rising slightly for the 50- to 54-year-old category.
“As one of the largest bread brands in the country, we feel a responsibility to meet our consumers’ needs, regardless of life stage or households size,” said Kattan.
"We are very excited to finally be able to cater towards the growing single-person household demographic.”
BBU recently altered its recipe for the Arnold, Brownberry and Oroweat loaves to cut out artificial preservatives, colors and flavors, as well as chemicals like DATEM (Diacetyl Tartaric Acid Esters of Monoglycerides). The Simply Small line will follow the same ‘no added nonsense’ mantra.
Consumers in Colorado, Wyoming, New York, New Jersey and Connecticut can find the new mini loaves in two flavors: Honey Oat and White with Whole Milk (RRP $2.49). BBU plans to expand distribution.
