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Supply Chain

Migros Introduces 'Next Generation' Bread In Switzerland

By Branislav Pekic
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Migros Introduces 'Next Generation' Bread In Switzerland

Swiss retailer Migros has introduced what it has described as 'next generation' bread, featuring only natural ingredients, a more intense aroma and longer lasting freshness.

Produced by Jowa, a Migros-owned company, the bread is baked on stone in kilns powered by sustainable energy.

In addition, the bread is produced with only a few natural ingredients: flour, water, yeast and salt are the main ingredients. It does not contain allergens such as nuts, eggs and milk.

Sustainable Sourcing

The flour is produced from grains sourced from sustainable crops: only biological or IP-Suisse certificated grains are used.

Presently, the retailer is offering 11 varieties of the baked bread, and the assortment is to be continually expanded.

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In developing this 'next generation' bread, Jowa has built a new bakery. Located in Gränichen, alongside the already existing regional bakery, the new structure extends Jowa’s ability to produce pre-baked bread directly to the Migros subsidiaries, in front of customers.

Jowa runs 11 regional bakeries, a grain mill, a pasta factory, a gluten-free production facility and about 100 home bakeries in different parts of Switzerland. It produces over 3,000 different items and its annual output exceeds 166,000 tonnes.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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