Freshness is at the heart of consumer expectations when it comes to bread. Whether it’s a crusty baguette, a soft brioche or a classic tin loaf, customers instinctively judge freshness before making a purchase. But what exactly defines freshness? And how can industrial bakers maintain it throughout production and distribution—without compromising on look, texture, softness or mouthfeel?
At Zeelandia, we specialise in optimising bread freshness. Building on ongoing research and continuous innovation, we’ve refined the science behind softness, structure and shelf life. With our Bread Improvement Technologies (BIT), industrial bakers can create bread that stays fresh, soft and satisfying—even throughout extended shelf life.
Why freshness matters.
Freshness is not a trend—it’s a fundamental expectation. All consumer studies of the last decade clearly show that freshness and taste are key factors in the decision to buy bread. While priorities may differ across regions, freshness and taste always go hand in hand. And with soft baked goods making up 60% of the global bakery market, maintaining the right level of freshness is essential.
“In a global survey, consumers were asked what ‘quality’ meant for them. 53% said ‘freshness,’ ranking it even higher than health benefits, nutritional content, and brand recognition.”
Defining freshness: a shared language.
There is no universal definition of freshness. It’s a combination of sensory impressions, evaluated at different stages of the consumer experience. What feels fresh depends on product type, occasion, regional preferences and personal expectations.
At Zeelandia, we believe in creating a shared language around freshness. Using our Freshness Chart, we translate consumer perception into clear, measurable parameters like softness, elasticity, structure and mouthfeel. This allows bakers to align product development, production and quality control—and ultimately meet expectations more precisely and consistently.
Tailored to your product, process, and market.
Defining freshness is only the beginning. The real challenge lies in achieving it consistently across production batches, product types and distribution channels. That means understanding not only ingredients, but also how dough behaviour, process conditions and shelf-life requirements interact. This is where Zeelandia’s BIT comes into play. BIT enables bakers to gain precise control over freshness, allowing them to fine-tune recipes, ingredient combinations and processes to match the exact expectations of their customers.
A fresh approach to reducing waste.
Longer-lasting freshness not only improves the consumer experience — it also supports sustainability. By helping bakers extend softness and appeal, we reduce product returns, lower food waste, and help bread perform better throughout the supply chain.
