Three signature items from Rise & Puff were introduced this month: ‘Original Tortillas,’ ‘Organic Tortillas,’ and ‘Gluten-Free Tortillas.’ Five components or less are required to make each type of tortilla, including a wheat base, water, avocado oil, and salt. Rise & Puff is marketed as a better-for-you tortilla brand that prioritizes healthy, clean ingredients. The tortillas are marketed under the M&P Gastronomy name, founded by Mark Shaw and Philip Summe.
"Rise & Puff fills a tremendous gap in the tortilla market in the US, which is stuck in the 1950s in terms of nutritional profile," Mr. Summe said. "Pair that with the pandemic, which accelerated consumers’ desire to conveniently cook a fresh meal at home, and it’s time tortillas make a statement in the better-for-you aisle. We firmly believe this is a product that will delight consumers with better taste and better nutrition."
Organic Clean Label Tortillas
Rise & Puff Tortilla Company Debuts with Clean Label Products
Trend Themes
1. Clean Label Foods - The rise of demand for clean label and simple ingredient foods is disrupting traditional food labeling and creating opportunities for companies to play in this space.
2. Better-for-you Products - Consumers are increasingly seeking out products with health benefits and wellness properties, creating opportunities for companies to innovate and create products that prioritize health with clean and simple ingredients.
3. Convenience Cooking at Home - The pandemic has accelerated the trend of cooking at home, creating a demand for products that are easy and convenient to prepare, providing companies with opportunities to create products that satisfy this demand.
Industry Implications
1. Food Manufacturing - The food manufacturing industry has the opportunity to adopt the clean label trend by using natural and simple ingredients and by emphasizing health and wellness to drive new products and consumers to the market.
2. Organic Foods - The organic food industry can take advantage of the trend towards healthier foods by producing organic, clean label tortillas with simple ingredients that appeal to the better-for-you market.
3. Gluten-free Foods - The gluten-free food industry has an opportunity to create products that cater to consumers with dietary restrictions by producing gluten-free tortillas with clean ingredients that prioritize health and wellness.