Tortilla time, all the time
Transcription
Tortilla time, all the time
TORTILLATrends A Special Report by Snack Food & Wholesale Bakery Magazine, a BNP Media Publication Tortilla time, all the time The popularity of Hispanic cuisine, interest in better-foryou foods and mealtime versatility are just some of the reasons why consumers and foodservice operators are buying more tortillas. Tortilla manufacturers, in turn, are upping the ante by introducing even more flavors and healthier ingredients. Romy Schafer, Associate Editor W hen an American icon such as McDonald’s adds a product to its menu, it’s a sure bet that the launch is backed by significant market research and reflects current consumer trends. The Oak Brook, Ill.-based company’s 2013 rollout of Premium McWraps, for TT-8 instance, seemed to address several trends, including consumers’ move away from sandwiches, a desire for healthier foods and a continued love of Hispanic foods. And there’s no doubt that Americans love Hispanic foods. Sales of Hispanic foods and drinks were about $8 billion in the U.S. market in 2012, and are expected to reach $11 billion by 2017, according to an article in The Washington Times. With the proliferation of Mexican quick-service restaurants (QSRs) like Taco Bell, Chipotle Mexican Grill, Qdoba Mexican Grill, Moe’s Southwest Grill, Baja Fresh and others, consumers can enjoy creative versions of Mexican-style cuisine whenever and wherever they want. Taco Bell’s new Grillers, for instance, encase an assortment of ingredients in a warm, flour tortilla for an easy-to-eat, on-the-go meal. Chipotle Mexican Grill, which says it sells “food with integrity,” offers gourmet burritos that consumers customize. Baja Fresh uses grilled tortillas to make its burritos, fajitas, quesadillas and other products. In addition, many QSRs now offer vegetarian fare, breakfast burritos or wraps and children’s meals. No wonder the tortilla manufacturing industry “has seen strong growth in the last five years, making it the fastest-growing segment within the entire baking industry,” according to IBISWorld’s “Tortilla Production Market Research Report,” published in September 2013. The Los Angeles-based market research firm says tortillas generate $3 billion in revenue in the U.S. Healthy options Tortilla manufacturers aren’t just staying busy, providing foodservice customers with tortillas, they’re also doing the same for their retail customers, as more consumers discover how versatile and better-for-you tortillas can be and ask for more varieties and flavors. As a result, many grocers are now stocking multigrain and whole-grain tortillas, as well as traditional corn and flour versions. Glutenfree, low-carb, low-fat, low-calorie, yeastfree, organic and other tortilla variations are enabling consumers to address dietary restrictions without sacrificing flavor or feeling unsatisfied. Flavored tortillas—cheddar, spinach, green onion and more—are helping home cooks become more adventuresome in the kitchen when making breakfast, lunch, dinner or a snack. Snack Food & Wholesale Bakery - April 2014 TT08_TortillaTrends_cs.indd 8 3/28/14 7:50 AM TORTILLATrends A Special Report by Snack Food & Wholesale Bakery Magazine, a BNP Media Publication “While there are numerous trends hitting the marketplace, the biggest trends driving the development of our tortilla products are an interest in whole grains, clean ingredient labels without any chemicals and great taste,” says Denise Day, senior marketing manager at Rudi’s Organic Bakery, Boulder, Colo., which makes tortillas under its Rudi’s Gluten-Free Bakery and Rudi’s Organic Bakery brands. Both are available in retail locations across the U.S. Enhancing Nutrition A healthy serving of performance, taste and value. At Bay State Milling, we take nutrition to a higher level, with exceptional flours, mixes and custom solutions that make great tasting naturally nutritious foods a whole lot easier. • Consumer-insight driven • Whole grain milling and formulating expertise • Nutrition Science Advisory Council • Diverse portfolio of ingredients including gluten-free • State-of-the-art innovation center Visit us at TIA Expo May 30-31 Booth 235 g 115 Years ratin leb Ce © Copyright 2014 Specialty Solutions for Grain Based Foods. For more information on our products, call 1-800-553-5687 or visit www.baystatemilling.com TT-10 Launched in late 2012, Rudi’s Gluten-Free Tortillas are made with whole-grain flours, have 5 g. of fiber per serving and contain no genetically modified organisms (GMOs). The tortillas have a soft, pliable texture, making them suitable for veggie wraps, spicy tacos, tortilla pizzas and more. They also come in three flavors: Plain; Spinach; and Fiesta. “Rudi’s Gluten-Free has always focused on providing high-quality, gluten-free products for people with celiac disease and for those with a gluten intolerance,” says Day. “In general, the gluten-free industry has seen high growth, with more consumers purchasing gluten-free products, whether they need to for dietary reasons or not, because it’s easier to prepare the same meal for the whole family.” Rudi’s Organic Tortillas allow consumers to add the power of spelt, grains or flaxseeds to a snack or as part of a meal. U.S. Department of Agriculture (USDA) Certified Organic, the tortillas are made with ingredients like organic whole-wheat flour, organic palm fruit oil and organic honey. “Both brands have stayed focused on retail customers because there is room to grow in-store due to increasing consumer demand for organic and gluten-free products,” says Day. “In fact, according to Natural Food Merchandiser Market Overview research, sales of natural and organic products soared to nearly $100 billion in the U.S. in 2012, and those numbers continue to rise. The gluten-free industry also continues to grow, reaching sales of $10.5 billion in 2013, according to Mintel. Gluten-free sales are expected to continue growing, and Mintel estimates the category will produce more than $15 billion in annual sales in 2016.” A nutritious substitute Julie Nargang, vice president of marketing/ innovation, Azteca Foods Inc., agrees that consumers are looking for healthier food options. “Tortillas are a natural substitute for bread,” she explains. “Due to this, tortilla consumption has surpassed some bread items. We have addressed these trends with our Ultragrain Tortillas, made with Ultragrain Snack Food & Wholesale Bakery - April 2014 TT08_TortillaTrends_cs.indd 10 3/28/14 7:51 AM TORTILLATrends A Special Report by Snack Food & Wholesale Bakery Magazine, a BNP Media Publication Flour licensed from ConAgra Mills. Ultragrain flour gives you the same great white flour tortilla taste and texture with whole-grain nutrition. In June, we will be rolling out an entire platform geared toward healthier options.” Currently, Chicago-based company sells salad shells, soft, flour tortillas, corn tortillas and Ultragrain tortillas under its Azteca brand. Under its Buena Vida brand, the company sells organic, fat-free, whole-grain and whole-wheat, low-carb tortillas. The company uses recyclable packaging for its products, says Nargang, adding that “environmental causes go beyond packaging at Azteca. Internally, 95% of our production food and packaging waste is either recycled or reused.” Most of Azteca Foods’ sales are retail. However, Nargang says its foodservice growth has been “impressive. The trend to use tortillas as a carrier for all different types of ingredients has caused an explosion in menu items.” TortillaLand, a Tyson Foods Inc. brand, answers the call with all of its products, says Charlene M. Richardson, TortillaLand marketing, Tyson Foods, Springdale, Ark., which purchased the assets of San Diego-based Circle Foods LLC, maker of TortillaLand Tortillas, last June. “TortillaLand Uncooked Flour Tortillas are made with a clean label— five fresh ingredients to create an authentic homemade taste,” she explains. “[They] SUPERIOR INGREDIENTS. INNOVATIVE SOLUTIONS. www.agropuringredients.com Tortilla Solutions FIND A WIDE SELECTION OF GUMS THROUGH OUR DISTRIBUTION NETWORK: Guar Gum, Xanthan Gum, Starches, Cellulose...and more! WE ARE YOUR SUPPLIER FOR SUPERIOR INGREDIENT SOLUTIONS Contact Us Today [email protected] om SYNERGISTIC HYDROCOLLOID BLENDS Our Keystone® Stabilizer Systems brandline offers complete gum blends designed to help refine finished product integrity by managing moisture, improving texture & aiding in shelf stability. DOUGH CONDITIONERS - prevent cracking! Ideal for regular, wheat & low-fat tortillas PZ-44® Dough Conditioner promotes extensibility and flexibility in finished tortillas. Keeping it simple and easy to incorporate, PZ-44® doesn’t contain added salts, fats, sugars or starches! 800.359.2345 • [email protected] 2340 Enterprise Ave, La Crosse, WI www.snackandbakery.com TT08_TortillaTrends_cs.indd 11 Snack Food & Wholesale Bakery - April 2014 TT-11 3/28/14 7:51 AM TORTILLATrends A Special Report by Snack Food & Wholesale Bakery Magazine, a BNP Media Publication are gluten-free, offering an even healthier authentic choice.” The company recently added TortillaLand Uncooked Cheesy Tortillas to its lineup. The new product combines real cheddar cheese and authentic tortillas and cooks in 60 seconds, enabling consumers to easily create flavorful meals, snacks and even desserts anytime of the day at home. Portable packages with easy-to-open zip seals help keep the tortillas, which must be refrigerated, fresh. “TortillaLand Tortillas are found exclusively in the refrigerated section at retail,” says Richardson. “[They] command more than a 10% share of the refrigerated tortilla segment and continue to grow at double-digit rates.” Getting the word out Durable & Dependable Durable tortilla press belts and dependable service are what you need. At Taconic, that’s exactly what you’ll get. Our nonstick belts will hold up at high temperatures, resisting grease and punctures to keep your production lines running smoothly. l Durable l Nonstick l Temperature Resistant l Oil/Grease Resistant l Fewer belt changeovers Many consumers are more proactive today about learning about the foods they buy for their families—reading labels, checking websites and asking questions on social media sites. But given that American manufacturers launch thousands of new products (food and nonfood) annually, companies must be more proactive to encourage consumers to notice their brands. “We target our consumers in a variety of ways,” says Day. “Rudi’s connects with interested consumers on social media by using 800.832.0982 www.4taconic.com TT-12 Snack Food & Wholesale TortillaTrendsAd14-15.indd 1 TT08_TortillaTrends_cs.indd 12 Bakery - April 2014 3/25/2014 1:11:23 PM 3/28/14 7:51 AM TORTILLATrends A Special Report by Snack Food & Wholesale Bakery Magazine, a BNP Media Publication social media, in-store events, the TortillaLand website and blog, and online promotions. “Consumer involvement is most effective,” she notes. “Once consumers try TortillaLand Uncooked Tortillas, they are likely to become Facebook, Twitter and Pinterest to engage on a more personal level. For Rudi’s, the mission is more than just providing delicious, healthy products—it’s also about educating consumers on why it’s important to pay attention to the ingredients in their bread, as well as cultivate a healthy lifestyle for the whole family. For the brand to connect with customers and reach them on a more personal level, it’s important [for us] to develop strategic online campaigns that resonate with personal interests and passions of the Rudi’s customer, who is well-educated and looking for nutritious and delicious foods for her family.” This is the second year the company hosted the Rudi’s Gluten-Free Happy Camper Summer Camp Scholarship contest, where it uses Facebook as a platform where kids and their parents can share what makes them special in order to win a scholarship to a gluten-free summer camp. “The goal is to give kids with gluten-intolerances or celiac disease the opportunity to attend summer camp and explore without worrying about what they’re eating, and moms can send their kids off for a fun week knowing they’re are in a safe, gluten-free environment,” Day explains. “This is just one example of how the brand is giving back to communities and thanking them for being a part of the business.” Richardson says TortillaLand is prominent in integrated media, focusing on involving consumers as much as possible through Tortilla Chips JC Ford Company manufactures tortilla chip lines with production lines ranging from simple 250 pound/hour to completely automated 4000 pounds/hour systems. From masa flour handling or complete corn cooking systems to seasoning and packaging JC Ford has the support for layout/ design, equipment, product development and service to handle your needs. ›› www.jcford.com 901 Leslie St. La Habra, CA 90613 • 714-871-7361 sfwb07124jcford.indd 1 TT08_TortillaTrends_cs.indd 13 repeat buyers.” Nargang says Azteca has spent the past six months “really getting to know our consumer. With this, we will be launching an integrated campaign [in June] to drive 6/19/12 3:00 PM 3/28/14 10:24 AM TORTILLATrends A Special Report by Snack Food & Wholesale Bakery Magazine, a BNP Media Publication the consumer specifically to the refrigerated tortilla category.” Tortillas for tomorrow Even though demand for tortillas contin- TT-14 ues to be strong, thanks to Americans’ love of Hispanic food and consumers’ interest in healthier foods, tortilla manufacturers know they can’t just sit back and enjoy the ride. “Right now, one of the challenges in the tor- tilla industry is continuing to improve flavor options, while also providing a high-quality, clean ingredient label and meeting consumer dietary restrictions,” affirms Day. “To meet this challenge, both Rudi’s Organic and Rudi’s Gluten-Free have several different varieties of tortillas to meet the needs of many types of consumers, whether they are looking to make a breakfast item or dinner meal, and whether they’ll be creating Italian or Mexican recipes.” Day adds that there’s also increasing demand for products that offer additional health benefits, like added fiber or Omega 3s. “It’s important to consider added benefits when developing new products,” he says. “After research and development, Rudi’s Organic and Rudi’s Gluten-Free Bakery found it necessary to add these nutritional benefits and is proud to offer customers [products with fiber and Omega 3s].” Tortilla manufacturers and retailers also may need to continue positioning their products to compete with other baked goods on the market, such as flatbread, bread, rolls, sandwich thins and tomorrow’s “next big thing.” “In regard to competing against different types of products, tortillas compete by offering a different solution for mealtime,” Day says. “Rudi’s positions tortillas as a healthy option to making unique recipes for breakfast, lunch or dinner. Tortillas offer versatility. You can make a delicious breakfast burrito to start the day, or you can throw together an easy turkey wrap for a midafternoon snack. Plus, tortilla wraps offer an easy on-the-go meal option, which is very important to customers who don’t have a lot of time to prepare meals for their families.” Richardson also points out the versatility of tortillas, noting that they are able to become part of any kind of meal—breakfast, lunch, dinner or even dessert. “We believe the tortilla segment will continue to see strong growth in the coming years,” Day reflects. “Consumers continue to seek products that deliver great taste and enhanced nutritional profile, and they can find these benefits within Rudi’s Organic Bakery [tortilla] products.” SF&WB Snack Food & Wholesale Bakery - April 2014 TT08_TortillaTrends_cs.indd 14 3/28/14 7:52 AM Copyright of Snack Food & Wholesale Bakery is the property of Ascend Media and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.