Feature: A labour of loaf

Satisfy and delight with the perfect selection of dough-based bites

With so many flavours, shapes and sizes on offer, the perfect bread exists for every dietary preference and culinary occasion. Alongside the traditional varieties we know and love so well, there’s a whole wide world of lesser-known options that could fast become firm favourites – if given the chance!

A touch of something special

The social media age rewards outlets that sell Instagram-worthy products, so give business an extra boost by producing something extraordinary that tastes and looks good too. In the words of Paul Saunders, MD at Proper Cornish: “Consumers love food that’s colourful and playful, especially those who enjoy sharing their food experiences on social media. So, it’s therefore important for restaurants to offer a menu which is bright, fresh, visually appealing and provides something new or unexpected in terms of creativity and presentation, giving diners exciting opportunities to share their culinary joy.”

Restaurants can easily offer something new or unexpected when it comes to bread-based items by actively seeking unique, quality products with a twist – whether that’s through flavour combinations, artisanal techniques or health-conscious ingredients. “Sustainability and provenance are also key areas that operators must focus on across their menus when exploring new product ideas,” says Rebeca Calveley, trade marketing manager at La Lorraine Bakery Group (LLBG). “While taste remains a priority, consumers’ growing interest in health is also a primary driver of upcoming trends within the bread channel.”

According to Jordan Bailey, chef and founder of burger restaurant Heard, there has been a noticeable shift towards breads and buns that have been crafted with real intention. “Bakers are working with heritage grains, experimenting with slow fermentation and creating recipes that prioritise depth of flavour and texture over bland neutrality,” he explains.

Sandro Wulkan, MD at Pantheon Catering Equipment, has witnessed growth in this trend too, noting: “Customers are always looking for something new, something different, so try using alternative flours, ancient grains, probiotics and prebiotics to attract people wanting to explore different options. Also, protein is big news at the moment, so incorporating extra wheat gluten and nuts could elevate your bread’s protein content.”

The sector has also seen growing demand for breads that are strong enough to hold their fillings, yet remain light and pleasant to eat. “Potato-based buns, enriched doughs and natural glazes that deliver a glossy, artisan finish are becoming increasingly popular. The aim is for the bread to contribute as much personality to the dish as the main ingredient itself,” adds Bailey.

Jordan Bailey, chef-founder, Heard

One of the brand’s signature details is using actual roasted potatoes in its dough, adding a subtle, earthy sweetness to the mix. This also improves texture and helps retain moisture, so the bun stays soft but never soggy. “The roasted potatoes also leave darker flecks visible throughout the crumb, creating a rustic, handcrafted appearance,” he explains. “This technique builds flavour directly into the bread rather than relying solely on toppings. It’s a small detail, but one that sets our buns apart.”

At Heard, the bun is by no means just a vessel; it’s an integral part of the burger’s character. Its flavour, texture and structure are carefully balanced to complement the filling rather than compete with it. “We work closely with our baker to perfect a bun that’s light yet durable, with just the right level of sweetness,” adds Bailey. “A light toasting provides a delicate crispness while keeping the crumb soft, and careful control over moisture means the bun holds its shape from the first bite to the last.”

Believing that dietary considerations should never mean compromising quality (more on this from p.42), Heard’s gluten-free buns are developed with the very same care and precision as their standard counterparts, delivering on flavour, texture and appearance. “We partner with a specialist baker which uses high-quality alternative flours, enriching the dough to prevent dryness and balance the flavour profile so it pairs naturally with our fillings,” Bailey adds. “The result is a gluten-free bun with a golden crust, a soft interior and the structure needed to hold together a burger without breaking apart.”

Taste the world

One of the most beautiful things about the bountiful bread category is the scale of international varieties on offer. Every country or region has its own interpretation, providing a wealth of diverse options for operators to tap into.

“Asian food is generally on-trend, and this has helped to raise the profile of Asian-style breads,” Oli Sampson, MD at Central Foods, observes. “One of the most successful breads in the foodservice sector in recent years is the bao – a light, fluffy, pillowy bread product that can be steamed or deep-fried and filled with sweet or savoury fillings. These continue to be extremely popular.”

According to Growth Market Reports, the global bao market reached US$1.43bn in 2024 and is expected to hit US$2.77bn by 2033, suggesting that consumer demand for bao is no flash in the pan.

“Part of the success with bao lies in the fact that they are key ingredients in the street food scene, which is booming,” says Sampson. “Another reason is their versatility; they can be packed with fillings to suit all tastes and can be eaten as a snack or main meal.”

For those in the Indian segment, there’s roti, paratha, poori, dosa and the ever-prominent naan. “As an alternative to sandwiches, opt for items like mini topped naans, bringing colour and flavour to any event,” suggests Edward Miles, MD at Frank Dale Foodservice. “Choose tasty toppings that are plant-based to appeal to as many customers as possible. Serve topped naans as canapés or as part of a buffet.”

French breads – from your baguette to your brioche and beyond – are considered classic, “teaming well with all sorts of dishes, from soup and salad through to cheese,” says Tipiak’s Marie-Emmanuelle Chessé.

And, according to The Times, UK sales of focaccia, ciabatta and panini-style loaves have surged by 40% this year, spurred by the explosion of the Italian sandwich trend. But of course, there’s also pizza – a beloved Italian dish that continues to dominate both the takeout and restaurant markets across the globe.

“Because pizzas are universally popular, it makes sense for operators to broaden their customer base by catering to different dietary requirements,” Wulkan, who is also MD at Aquilo, advises. “Making pizza in-house provides the necessary flexibility to achieve this in terms of both bases and toppings. Options might include thinner bases to reduce calorie counts, gluten-free bases to attract coeliacs and sourdough which, with its low glycemic index rating, makes for a healthier choice. Toppings too can be readily tailored to attract meat-eaters, vegetarians and vegans alike.”

Ultimately, bread plays a central role in cuisines the world over, each harbouring its own history, tradition and defining characteristics. Not only does this make for an exciting category for chefs and operators to explore, but it also presents a wonderful opportunity for consumers to experience the world through food.  As Bailey concludes: “French brioche offers richness and lightness, Indian naan delivers a satisfying chew with charred edges, Chinese bao provides pillowy softness and Middle Eastern pita brings a tender yet resilient structure. Japanese milk bread is prized for its delicately sweet, cloud-like texture, while European rye and sourdough offer depth and earthy complexity.

“Across cultures, bread is rarely just a carrier – it is a defining element that interacts with and elevates whatever it holds.”

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