That’s the view of Lewis Davage, development and business manager at bakery ingredients firm Zeelandia, in this exclusive video for FoodManufacture.co.uk.
“Part of the challenge is to give a clear message to the general population that actually eating bread will not do you any harm,” he said.
‘All about communication’
“There’s a lot of work going on in all levels of the bakery industry, at the industrial-sized all the way down to the mid-sized and craft-sized. Like allergens it’s about communication,” he added.
Watch this video to find out why Davage said communication between manufacturers, suppliers, retailers and consumers was the key to overcoming these challenges.
Also, find out what impact he said a growing trend for free-from foods, driven by endorsements from celebrities such as tennis star Andy Murray, had had on the sector.