The taste of bread requires specific terminology and it is important to adapt those terms to the audience.

Between us professionals bakers, we all speak the same language and we understand each other easily thanks to the descriptions we use: toasty, dairy, acetic, etc...

Consumers express themselves in simpler terms: “a tasty bread”, “a nice-tasting bread”, etc. but they cannot explain why. Our communication efforts therefore focus on the bread manufacturing process: slow fermentation to develop complex aromas, addition of sourdough for typicity.

Today’s consumers are seeking the “old-fashioned” bread, one that reminds them of their childhood, with a ‘natural’ taste. They want the product to taste good, but without being too strong in acidity. Thanks to this knowledge, we steer our process more towards breads with a dairy flavour to please a wider consumer audience.