Rules of good loaf

On the example of sliced ​​loaf of experts show how unimportant some inscriptions can make any product more useful and delicious in the eyes of the consumer.

Rules of good loaf

In the living yeast

Marketer: "Alive" - ​​an adjective that really appeals to our consumers.

Technology: Yeast - two different types of microorganisms, which are involved in the fermentation, but if the biological culture is still alive - the bread just does not work.

Less than 10% fat

Marketer: People seem attractive to buy products with less fat than similar products of other brands. Thus, despite the fact that almost any white bread contains less than 10% fat, our loaf will look more attractive.

Technology: In fact, the fat content - that is, vegetable oil - either loaf about 3%.

From flour

Marketer: People wondered from which products are made. Therefore, marking the "premium" will add credibility to the product.

Technology: According to GOST 27844-88, theoretically allowed the production of a long loaf "Threaded" of first grade flour, which should be specifically stated in the product label. But in practice, especially in the metropolitan area, all using the highest grade.

from selected wheat

Marketer: This statement is similar to the statement of "pasta from durum wheat." In the minds of consumers is to guarantee high quality, taste and color of the product.

Technology: This is a marketing cliche. If before the bakeries had the task to recognize and verify the origin of wheat, it would be highly complicated and expensive production. If we try to trace the history of flour - a grain, is there any pesticides, GMOs, and so on, the bread will cost 20 rubles, and 120. Moreover, the most expensive varieties - solid example - are not suitable for baking bread.

sliced ​​at an angle B of 70 degrees

Marketer: Example of a message that does not carry any practical use, but plays with the name of the stick. Cutting the need to bread is not deformed and evenly baked through, but it may be attributed to that strict adherence to the technology of preparation, including attention to the 70-degree angle cut, contributes to the preparation of crispy and-baked bread. Lie it will not.

Technology: Regulations require "put a few oblique cuts", the number and angle is not specified. Cuts need only then to baking products are not corrupted peel.

Shelf life - 24 hours

Marketer: Shelf Life tells the buyer the absence of preservatives in the product. The shorter the shelf life, the less preservatives in it - so thinks the buyer, although the technology of production of a product may even preclude the use of preservatives.

Technology: Unpacked "Screwed" is stored for 24 hours, in a package - 72 The ingredients are intended to extend the shelf life, in "rifled" are not used.

Vegetarian Product

Marketer: Wave fashion to vegetarianism now covers the Russians. Although the bread - it's basically a vegan product, the label "vegetarian" can attract an additional group of consumers who have vegetarianism has become a priority when choosing a product category.

Technology: The bread is not of animal origin, unless we consider such yeast.

At least 17 sandwiches

Marketer: So many pieces obtained from the stick with the standard threading. Sometimes it is useful to prompt the user, how many meals he can cook. This tip may encourage consumers to make an informed choice when it came to the store, for example, with the task to feed ten people.

Technology: Do not forget the two crusts.

Top 5 types of bread in Russia

Marketer: If we make a survey of the population of the most popular varieties of bread, the loaf of "Screwed" will be among the top five.

Technology: It turns out that, yes.

A valuable source of carbohydrates

Marketer: The consumer knows that carbohydrates are necessary as a source of energy, as well as for many other functions of our body. It attracts.

Technology: The carbohydrates in the bread really is, but how it is valuable - the question of the field of dietetics. Carbohydrates are not valuable in themselves, and depending on lifestyle and physical activity.

Lean product

Marketer: Many people now hold fast and not only in connection with religious beliefs, but also in connection with an additional incentive to lose weight, with the possibility to arrange a fasting period.

Technology: If you keep in mind that lean product should not contain any animal products, any loaf - lean. But sometimes during the post can not be anything other than water. Then lean it can not be considered.


Marketer: There is a certain segment of people who are not necessarily religious, who purchase products (kosher, halal), expecting that they are cooked in a strict accordance recipes and ingredients for their production carefully monitored. Technology: Any product that does not contain animal products, in fact, is halal.

Contains natural enzymes

Marketer: enzymes - are important elements of the metabolism process. But this phrase about the consumer interprets as "scientists have proved that it is useful."

Technology: Enzymes - a set of enzymes that help one way or another biochemical processes inside the body break down food. Bread goes as high-temperature processing, the enzymes, alas, did not survive. But in its preparation, they are actually used.


Marketer: Damage from the impact of genetically modified organisms on human inconclusive, but that debate, which goes in the media scare consumers, and they do not want to buy products containing GMOs.

Technology: On July 1, 2010 the use of GMOs in the production of bread is in principle prohibited. But to be sure that the bread does not contain genetically modified products, millers and bakeries have to produce very cheap no research carried out that the law does not oblige them. If you check the whole chain, the consumer will have to pay for bread proven many times more.

Contains vitamins

Marketer: People respond positively when the packages are given vitamins, that is, the use of which is contained in the product.

Technology: All products anyway contain vitamins, but vitamins differently tolerate temperature processing. In the bread remain largely vitamins "B".

No pesticides

Marketer: Pesticides - hyped media myth about using strong chemicals for crop protection. Of course, nobody wants to buy products containing pesticides. Technology: It is impossible to trace the fate of each batch of grain from the field to the counter. Or is it necessary to spend a lot of money. Mass consumer for the real test for pesticides is not yet ready to pay.

No preservatives

Marketer: The trend that is developing in the West - the consumption of fresh produce, albeit with less shelf life. If the product does not contain preservatives, then be sure to write about it on the packaging.

Technology: The use of preservatives is simply meaningless for a product with a short shelf life, as a "rifled" loaf.

Without cholesterol

Marketer: Cholesterol has become commonplace due to heart disease and blood vessels. It is known that the "high cholesterol" - is bad. However, most people do not understand cholesterol and just try to avoid products that affect its growth.

Technology: Animal fats in Baton "rifled" is not, so there is no cholesterol.

Natural product

Marketer: The product is "natural" sign is now attracting more and more as fashion spreads exclusively natural products. It is believed that they do not contain any "chemistry" and artificial ingredients that is less likely to inflict harm, and generally more useful.

Technology: Everything on this planet is born of nature.

Useful plant DNA

Marketer: Some companies create myths about the magic of DNA that are beneficial to health. Determine whether they are useful, it is difficult. But it looks good for narrow-minded view, as said about the scientific approach and natural origin. Technological: Deoxyribonucleic acid carries a set of specific characteristics of a particular type. In this case, indeed plant. But by itself eaten DNA not profit and does not affect digestion.

The same recipe

Marketer: Many for the first time tasted the bread in the Soviet era, and so as a child and young trees were taller and greener grass, it seems that in the Soviet time the recipe was better.

Technology: Recipe "rifled" was coined in the early 1950s. But the unification of the recipe - it is rather a consequence of the general global industrialization and consolidation bakery than a sign of special "Soviet" quality.