Bread sector aims to boost bread consump­tion

Bread needs to regain a stronger presence among consumers. That is why NBC, together with Dutch and Belgian industry organizations, has once again submitted a grant application to the European Union. The campaign is scheduled to run from 2027 through 2029 and focuses on the nutritional value of bread. Plant-based proteins and fibers will play a central role.

Making bread visible again

According to NBC, sentiment around bread has improved in recent years. At the same time, bread risks becoming less visible because many consumers eat it daily and therefore make less conscious purchasing decisions.

With the campaign, currently operating under the working title ‘Broodnodig’, the sector wants to reposition bread as a healthy and versatile foundation for different lifestyles. The approach also connects with current consumer trends, including plant-based nutrition and ‘fibermaxxing’. NBC also refers to the European Union’s public health objectives.

Bread consumption has now started to rise slightly again after years of decline. According to NBC, volumes have returned to pre-Covid-19 levels. Younger consumers, however, continue to choose alternatives more often.

Competition for European funding

Later this year it will become clear whether the subsidy will be awarded. A total of 24 applications have been submitted for the multi-country campaign program. NBC director Frank Janssen commented: “Wij zijn ervan overtuigd dat we een krachtig en goed onderbouwd campagneconcept hebben uitgewerkt dat het imago én de verkoop van brood een impuls kan geven.”

The application represents a budget worth several million euros. If approved, the European Union will cover 80 percent of the campaign costs. The remaining 20 percent will be financed by the sector itself. Dutch supporters of the initiative include NVB, NEBAFA and BEKO Coöperatie. Several Belgian trade organizations are also participating.

Follow-up to earlier campaign

The new application builds on the earlier ‘Brood, Goed Verhaal’ campaign. According to NBC, that campaign proved effective in strengthening bread’s image and stimulating consumption.

Nbc.nl