In a recent Novozymes survey of more than 100 European key decision-makers within the baking industry, “the ability to innovate” was identified as a key future challenge. To offer discerning consumers the high-quality product they demand, innovation should enable bakeries to achieve even more freshness in premium products so as to ensure effective differentiation.

Novozymes’ latest innovation, Novamyl Pro, builds on the excellence of Novamyl, and offers bakeries the ultimate in quality differentiation through an entirely new level of crumb softness, elasticity, and moistness.

Winning consumer preference in the supermarket
Novozymes’ new survey, conducted among 1,500 consumers in Europe, demonstrated that consumers are brand loyal and that softness is the key to this loyalty. In fact, more than 50% of the consumers surveyed in France, Germany, the UK, and Sweden admitted to being loyal to 2–3 toast/sandwich brands when they shop. Their loyalty is based on 1) consistent taste and quality, 2) a particular softness, and 3) bread that stays fresher for longer. The survey participants perceived softness to be the single most important parameter for freshness, followed by taste, texture, and moistness. Novamyl Pro offers the exceptional crumb softness, elasticity, and moistness required to raise the bread’s eating quality to the next level, enabling bakeries to offer superior products that match consumers’ high expectations. With Novamyl Pro, bakeries can create premium products and brands that stand out. An extended “best before” date and proven softness, right to the corner of the slice of bread, make brand claims compelling and tangible with this new solution.

“What is great about Novamyl Pro is that it works exceptionally well in lean recipes with a basic formulation,” says Thomas Erik Nilsson, Global Launch Manager at Novozymes. “This fits perfectly with consumers’ desire for clean-label bread.” Novamyl Pro also works very well in healthy wholemeal recipes, which are typically also lean but with a premium formulation.

Consumers detect and prefer the enhanced quality of toast bread offered by by Novozymes Novamyl® Pro

Winning consumer loyalty at home
In a recent consumer preference test, participants tested different “everyday” toast breads at home for a week. And the results were very exciting, with over 60% of the participants demonstrating a clear preference for the bread made using a high dosage of Novamyl Pro. “There is clear evidence that higher dosages of the solution improve the overall sensory quality of the bread,” says Thomas Nilsson. “Consumers both detect and prefer it.” Interestingly, over 40% of the participants declared that they were willing to pay substantially more for this improvement in quality. So, for a marginal investment in Novamyl Pro, the
bakery not only increases its selling prices, but also wins consumer loyalty at home, supporting the repurchase of a particular brand in the supermarket.

Improving margins through innovation in production and distribution
Novamyl Pro offers production scheduling a newfound flexibility and freedom. The longer production runs on dedicated lines result in less waste and downtime, and the exceptional long-lasting softness and freshness experienced mean that specialty products do not have to be baked every day.

“Sustainability is today recognized as important for the industry’s future, and bakeries are pursuing different paths ranging from carbon footprint labeling on bread packages to bakery plant programs on better use of energy,” says Pål M. Ladsten, Regional Marketing Manager at Novozymes. “More sustainable production and handling of baked goods are certainly required. This was exemplified by a UK study, which showed that 1 million loaves of bread are thrown away every day. Fresh-keeping enzymes represent an invaluable tool for improving both bread quality and sustainability.”

The prolonged freshness offered by Novamyl Pro also aids distribution, extending the potential market by enabling a high-quality product to reach a far greater geographical region. This should satisfy export-oriented bakeries – all while ensuring freshness to the very last slice.

The science behind the sensation
Novamyl Pro is a new, highly powerful, maltogenic amylase preparation, designed to raise the eating quality of bread to a whole new level. It degrades starch in a unique and effective way, resulting in significantly more crumb softness, elasticity, and moistness than experienced with the already well-established original Novamyl. The exceptional performance of Novamyl Pro cannot be measured by the traditional MANU units, so it is standardized in PROMU – Professional Maltogenic Units.

Novozymes is committed to developing new solutions for changing business needs, and the baking industry sought a winning product to take innovation, product differentiation, and consumer brand building to a new level. The undisputed performance of Novamyl Pro achieves so much more than this and offers consumers remarkable quality that they are willing to pay for.

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www.novamyl.com