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Supply Chain

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.

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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