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Fresh Produce

Mercadona Incorporates 100% Wholemeal Flour In Some Bread SKUs

Spanish retailer Mercadona has reformulated the recipe for some of its bread SKUs to incorporate 100% whole wheat flour.

Examples include the sliced ​​bread SKU with Hacendado oats, which now features up to 35% oats and no sugars.

The bread, prepared by the Morato Iberia Totaler Provider at its facilities in Antequera, Malaga, is gradually being rolled out at all of the retailer's stores in Spain.

Elsewhere, the Hacendado 100% whole wheat bread and toasted bread are also noteworthy, both made by the Totaler Supplier Anitin at its facilities in Carlet, Valencia, and Jerez de la Frontera, Cádiz, the retailer added.

Hacendado 100% whole wheat bread is available throughout the chain, while the toasted bread will be available throughout the month of October.

Total Quality At The Best Price

Mercadona launched the SPB (Always Low Prices) strategy in 1993, after observing and verifying that the products that sold the most were those with Total Quality at the best price.

Since then, the retailer has not stopped betting on quality, which is one of the main challenges that all the chain's departments face on a daily basis and represents a clear opportunity to continue offering 'The Boss'(customer) the best products.

The strategy also encourages conscious consumption, guided by social and environmental criteria. It follows the objective to guarantee the consumption of the highest quality products with the least possible impact and thus help to improve the quality of life of the people who inhabit this planet and of future generations.

© 2021 European Supermarket Magazine. Article by Conor Farrelly. For more Fresh Produce news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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