A star category

Speciality breads such as loaves and pavé loaves with

gourmet flours and additions are the real drivers of the

bread category accounting for

56 of consumption

and now overtaking white bread with growth

continuing unabated

- Flour made from 100% French wheat,

from our Responsible and Label Rouge

production chain, for an ethical and

sustainable approach.

• A loaf size that keeps bread fresh.

• Breads with gourmet additions,

visible in the crumb but also in the crust

for added indulgence.

• Varied flavours and textures to appeal

to as many people as possible: crunchy

seeds, sourdough flavour, rich in

additions...

The recipes

GIRA 2024 European synthesis

21