Nordic Bread Revolutionizes the Rye Market in New York
Vasiliki Marapas — June 24, 2014 — Lifestyle
References: nordicbreads & theguardian
Simo Kuusisto is a Finnish man leading what can only be referred to as a 'Rye-volution' in America with his company Nordic Bread.
Most of what is currently marketing itself as rye bread is actually only made with 20% rye flour. This fact, which is sure to blow the minds of self-righteous rye fans everywhere, opens up a place in the market for Kuusisto's nordic rye, Ruis. The bread has up to four times more soluble fiber than wheat, not to mention that it's also yeast-free.
Kuusisto is taking advantage of the public's growing interest in natural foods. In fact, rye bread -- characterized by its coarse texture and chewy consistency -- has been slowly, steadily and quietly infiltrating the city's artisan bread market, a hard feat to accomplish. However, Kuusisto's biggest challenge has been navigating American's mystification with "real bread" -- bread made with no preservatives, bread that has a short self life. He explains, “Some people think bread should be soft like Wonder Bread or Italian bread."
Most of what is currently marketing itself as rye bread is actually only made with 20% rye flour. This fact, which is sure to blow the minds of self-righteous rye fans everywhere, opens up a place in the market for Kuusisto's nordic rye, Ruis. The bread has up to four times more soluble fiber than wheat, not to mention that it's also yeast-free.
Kuusisto is taking advantage of the public's growing interest in natural foods. In fact, rye bread -- characterized by its coarse texture and chewy consistency -- has been slowly, steadily and quietly infiltrating the city's artisan bread market, a hard feat to accomplish. However, Kuusisto's biggest challenge has been navigating American's mystification with "real bread" -- bread made with no preservatives, bread that has a short self life. He explains, “Some people think bread should be soft like Wonder Bread or Italian bread."
Trend Themes
1. Rye-volution in America - The growing interest in natural, wholesome foods can create disruptions in the bread industry, specifically for breads with higher rye flour content like Nordic Rye Bread.
2. Increased Demand for Soluble Fiber - As consumers seek out healthier bread options, there's an opportunity for companies like Nordic Bread to capitalize on the demand for products high in soluble fiber.
3. Artisan Bread Market Infiltration - Bakeries offering unique and innovative bread options, like Nordic Bread's yeast-free Ruis, have the potential to disrupt traditional bread markets.
Industry Implications
1. Bakery Industry - Bakeries could take advantage of the growing trend toward natural foods and offer artisan bread options with higher rye flour content.
2. Organic Food Industry - The organic food industry could benefit from the increased interest in natural, wholesome foods, including bread options like Nordic Rye Bread that have no preservatives.
3. Health Food Industry - Companies that specialize in providing healthy food options could capitalize on the demand for products high in soluble fiber, like Nordic Rye Bread.
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