I think that the texture of bread is a very important notion. I would describe it as the balance between the texture of the crumb and that of the crust. Crispy and crunchy are terms often used to describe the crust, but they are not easy to define or understand precisely.

Consumers describe it in a more intuitive way by talking about bread that is either easy or difficult to eat.

A consumer’s assessment is conditioned by his use of bread (e.g. in sandwich form, or as an accompaniment to a meal). Differences between generations are also seen (thicker crust is less popular with children).

Consumers are either looking for bread with a thin, crispy crust, or a more rustic looking loaf with a thick crust. In both cases, they want their bread to keep well and remain crunchy.

To answer this market demand, Marketing and R&D work hand-in-hand. We closely track consumer trends and develop breads by choosing specific ingredients and by adjusting manufacturing processes to obtain optimum taste and desired crispiness.