Oat Bread Concentrate has been launched in addition to the firm’s Seeduction bread range and contains 26% Scottish oats, which makes it a declarable source of fibre, it claims.
Macphie category marketing executive Keri Cummings says: “Volume sales of bread have been in long-term decline with consumers turning off from sliced bread, white bread and switching to healthier options such as premium breads.
“Consumers are now choosing bread to match either specific meal or meal occasions, and are well-educated on the health benefits of seeds and oats so they will look for these products.”
Bread now needed to deliver more than just carbohydrate, Cummings adds.
“Breads with oats lower cholesterol and are a source of dietary fibre, which provides slow-release proteins to get you through the day and keep blood sugar levels stable.”