Gardenia enters the bread market

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Gardenia is expanding its product portfolio to include “unpackaged” bread.

It is a brand that has clearly evolved with the local market.

Since innovating the way bread is baked in the country 18 years ago, Gardenia Bakeries Philippines Inc. has since offered Filipinos a wide range of bread products and flavors while improving quality and standards. in the packaged bread segment.

As it has already conquered a good part of the packaged bread segment, Gardenia is now venturing into the “unpackaged” market where it seeks to “introduce innovation and offer better alternatives to traditional products available on the market”.

The unpackaged bread segment refers to breads sold in specialty bakeries and products sold in community neighborhood bakeries, while the packaged category refers to branded breads that are individually wrapped and sold in supermarkets, grocery stores and convenience stores. .

In a recent briefing, Gardenia Bakeries President Simplicio P. Umali Jr. announced that the company’s new venture would see the deployment of some 1,500 Big Smile Bread Station bakeries across the country and around 200 branches. Bakers House over the next few years.

The Big Smile Bread Station is Gardenia’s first take on a neighborhood bakery chain, which offers classic Filipino breads like pandesal, ensaymada, pan de coco, kababayan, and Spanish bread.

All products will be baked daily in a sanitized and pest-free central production facility using Gardenia’s advanced technology and baking expertise.

Thus, consumers will be assured of better quality and consistent breads at affordable prices.

Gardenia signed a franchise agreement with Bread Republic to open at least 14 Big Smile stores in the year.

Since July, three bread stations in Pasig, Muntinlupa and Cabuyao have already opened their doors.

Through Bakers Maison, Gardenia hopes to gain a share of the specialty bread segment.

Bakers Maison is a specialty manufacturer of authentic French style breads and pastries based in Australia and operated by QAF Ltd., the same owner of Gardenia Philippines.

“We are now calling on Bakers Maison in the Philippines to provide our target market with a richer bread experience and a more innovative selection of delicious breads and pastries, inspired by traditional and authentic French recipes. [It] will also present a fusion of flavors from around the world, ”Umali said.

Bakers Maison will open its first store in SM City North in November of this year and is expected to open another in December through a franchise agreement with Bakery Boutique.

According to Umali, all Big Smile and Bakers Maison agencies will be established through franchise agreements.

For Big Smile, a franchise package could be worth 1.2 million pesos, while for Bakers Maison, the amount could vary from 7 million pesos to 15 million pesos depending on the size and proposed location of the branch.

To support the expansion of these bakeries, Gardenia will invest some 300 million pesos in its commissary and other additional logistical needs.

“The delicious goodness of Gardenia is certainly reaching more markets now with Big Smile Bread Station and the Bakers Maison stores. The bread giant is true to its commitment to serve quality breads to valuable Filipino consumers, ”Umali concluded.

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