Cologne: 07.–11.10.2023 #anuga

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From a local Polish bakery to European markets

NOWEL introduces premium stone-baked products

Crispy crust, moist crumb, rustic look – these are the tastes of childhood and stone-baked bread from NOWEL. The family-run bakery specialising in the production of bake off products has launched its first super premium range under its own brand. The premium range is growing fast and the customers can already choose from: spelt roll, natural buttermilk roll, rustic bread, wheat loaf, Italian ciabatta, rustic baguettes and a range of rustical pane containing among others cheddar cheese or Spanish olives.

According to the results of the study “Food Management during a Pandemic”, as many as 27% of Poles changed their consumer habits during the COVID-19 pandemic. We started to do more shopping (52%), but with less frequency (82%). What's more, almost half of us shopped “to stock up” during the pandemic, 25% cooked new meals and 21% started preparing baked goods they have never done before[1]. The momentary but very intense fascination of Poles with baking bread at home is also confirmed by Google Trends data, according to which throughout 2020, among the five most popular queries starting with the phrase “how to make” were: “how to make yeast” and “how to make sourdough”. Both queries were most popular in late March and early April[2] when the first lockdown was underway in Poland.

– The sourdough preparation process itself is very time-consuming, so our delight in baking bread at home did not last long. Moreover, a large part of us had to combine childcare, remote working and housekeeping. That’s why we started to look for products in chain stores that resembled home baked goods. We also analysed the composition of our favourite dishes with even more care. It was the traditional recipe,  short list of natural ingredients, high quality and the taste of childhood that inspired us to create a new production line of stone-baked artisan bread, says Michal Zajezierski, Vice President of NOWEL.

“Stone-baked” – the quality and taste of home baked bread

– Although we have been observing increasing diversity in the shopping basket and growing consumer interest in natural premium baked goods for years, the COVID-19 pandemic has further accelerated the changes taking place. Consumers are looking for high quality products with a short list of ingredients and from trusted manufacturers, says Karolina Zajezierska, Sales Director at NOWEL. – Moreover, during the pandemic, food became a source of pleasure and new taste sensations. For this reason, consumers were eager to look for products that they could not make themselves at home. This trend was also visible in the bakery industry, which is why we decided to use completely new ingredients and unobvious taste sensations in our latest range of products, adds Karolina Zajezierska.

NOWEL Bakery introduced its first premium products range as a part of its partnership with Lidl at the beginning of 2021, where the bakery’s products are marked with a dedicated “stone-baked” brand mark. The uniqueness of NOWEL's premium breads is due to the way they mature. Intense, deep flavour, original structure and longer freshness of baked goods are the result of precisely determined proofing time and multi-stage fermentation process. The bread owes its crunchiness, golden-brown crust and rustic character to baking on granite volcanic stone from the Italian Val D'Ossola region. The stone heats up evenly and maintains a high temperature. Like all NOWEL’s baked goods, the new products also have a clean label which guarantees that the list of ingredients is short and that they come from natural sources.

– Stone-baked bread is a combination of quality, tradition and our passion for creating bread. It is also about following changing consumer preferences and returning to the memories of the taste of bread from our youth. Despite the demanding year 2020, we decided to carry out the planned investment in the most modern line for the production of premium stone-baked artisan products in Poland. We have combined innovative production methods based on unique technology with traditional recipes and nearly 100 years of experience in baking bread, adds Elzbieta Zajezierska, CEO of NOWEL. – Stone-baked bread is an option for people who are looking for high-quality bread with a traditional, home-made taste.

Products from NOWEL's new premium line are available in chain stores across Poland and Europe. You can find them in Intermarche, Netto, Tesco, Zabka, Spar, Carrefour and Lidl.

Information on NOWEL
NOWEL bakery is a family company with a tradition of almost 100 years, and one of the leading manufacturers of bake-off products. The company’s history dates back to 1925 when the grandfather of the current owner of the company, Elzbieta Zajezierska, opened a small, artisanal bakery in the suburbs of Warsaw. Today, NOWEL’s baked goods produced in Legionowo near Warsaw are distributed to the biggest retail chains in Poland and in Europe as well as to non-European markets such as the United States and South Korea. The company is continually investing in new machinery and state-of-the-art production facilities. Top quality of NOWEL’s products is confirmed by the prestigious BRC and IFC certificates, as well as the “Docen Polskie” (“Cherish The Polish”) and “Wybor Konsumenta” (“Consumer’s Choice”) awards.

To the press compartment of Nowel Sp.Zo.o.

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