In the grocery store the other day (traveling sans camera, so no photos!), I spotted a relatively new product in the bread aisle. Orowheat seems to have released a half loaf of bread. Instead of the nearly two pound loaves of whole wheat and other popular flavors, you can now buy just a handful of slices at a time. These loaves aren't lacking in anything but the number of slices; the height and width of the bread is the same. They seem like they are designed to appeal to singles and couples who don't run through a whole loaf of bread during the average week, as if you fall into this category, you know how irritating it can be to have to waste an uneaten half-loaf at the end of the week when it is uneaten, but past its prime.
The only remaining question is why did it take so long to come up with this idea in the first place?
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Reader Comments (Page 1 of 1)
3-03-2007 @ 9:18AM
Ash said...
In the Netherlands this is standard - so that you can buy fresh bread every day, or so you can mix and match different loaves to taste.
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3-03-2007 @ 9:18AM
Rob said...
This could be the best thing since... sliced bread...!
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3-03-2007 @ 9:18AM
Colin said...
Whole Foods Market, at least the one near us, allows you to ask for just a half loaf of any of their store-made bread. Then they package the other half in a bag and put it on the counter for anyone else to purchase. I often buy bread that way to avoid waste or just to get 2 or 3 and have more variety.
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3-03-2007 @ 9:18AM
laughingrat said...
A small Japanese-run bakery near me, which makes delectable French pastries as well as excellent sandwich and snack breads, has been doing this for some time. It's incredibly convenient!
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3-03-2007 @ 9:18AM
Billy Kennedy said...
Actually we've had half-loaves in ireland (and probably england) since the 50's. Just ONE of the fantastic food innovations you americans miss out on. :)
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3-03-2007 @ 9:18AM
Karen said...
This is such an awesome idea. I've often wished I could mix and match two different loaves. Or even 3-4 slices of several different breads. We don't eat a lot of sandwhiches at home but when we do, everyone wants a different bread.
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3-03-2007 @ 9:57AM
Fazal Majid said...
You know, it is possible to freeze bread...
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3-03-2007 @ 10:03AM
Lemons said...
In St. Louis, Companion Bakery, a local company that has gone from tiny to medium, now sells half-loaves in at least one local grocery store chain. They produce tasty stuff, so it's nice to have that option.
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3-03-2007 @ 12:46PM
KL said...
you can put bread in the fridge for 2 weeks. tastes great... who would have thought? =P
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3-03-2007 @ 5:11PM
Xan. said...
Properly wrapped, bread freezes beautifully, Fazal; I've been doing it for years, both yeast and quick breads, with great success. Refrigerated bread, however, doesn't taste right to me. I've heard the dry interior conditions act to break down the cellulose in bread, rendering an off-tasting, stale loaf.
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3-03-2007 @ 6:23PM
Chef JoAnna said...
I can appreciate the effort, but it's going to put twice as many bags and plastic twisters in the trash.
Why not just plan menus around using up the loaf of bread? As it gets stale, you can make strada (in advance) for weekend breakfasts, and bread pudding for desserts. You can even pulverize them into breadcrumbs and stuff tomatoes provençale.
I freeze bread all the time, especially the unique stuff from specialty markets I don't go to all the time.
It's all good: French bread, sliced bread, hamburger buns, pita bread, poori, naan....(not tortillas, tho, unless you only plan to make enchiladas or fry them into chips; they turn kinda soggy.)
I also freeze my home-made bread, after it's been shaped and before the second rise. Then, it can rise after it thaws, and you have fresh-baked bread more often without the work.
TIP: Everything freezes "better" in a NON-frostless freezer. The one attached to your fridge is probably frostless. I have great results with the chest freezer that has to be defrosted every six months or so.
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3-04-2007 @ 8:06AM
splash_dad said...
Well years ago when we actually bought bread from a Baker who came around in a van you could buy 1/2 a loaf of bread. Then the supermarkets and big corporations gave us plastic bagged bread and no choice.
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3-05-2007 @ 12:13PM
Michael said...
Great topic people! As a National Sales Manager for a major artisan bread company, I may be able to offer some insight, advise, etc and also ask a few simple questions of consumers that may help our industry.
Over the past five years, the natural/artisan bread category has literally exploded. While it is true that people are certainly more health conscience and eating more bread, portion-control has also become a significant factor. Rightfully so, as Americans simply eat ridiculous portions!
With that said, manufacturers are seeing a new demand for smaller or "half loaves" as you are discussing. Manufacturing "small loaves: is expensive. On average, the cost per ounce increases 25% due to baking throughput restrictions. Let's just say for simple terms; You can mix, shape and bake a large loaf for less. More cuts, handling, etc-more cost!
The idea of "Half Loaves" now introduces advantages and some disadvantages. Now the cost is inline and definitely more affordable for the consumer-great! Their are some challenges for the manufacturer though. Oh course, we now need to cut the loaf in half and package it accordingly. Sounds simple, but new equipment is generally needed (for mass production) and additional labor it needed to operate/maintain this equipment.
Several companies are experimenting with this and some with success. Most of "Artisan" bread bakeries are national. Since they cannot have plants in all major markets, they partially bake the breads, flash freeze them and ship them to your favorite grocery store where they are "baked off" fresh daily for you. If they are pre-sliced and frozen, they do not freeze that well. That is unless they contain "conditioners", which are usually not natural.
So my question to consumers is this. Will you buy high quality all natural loaves that are not sliced? We understand that this is a bit of a problem for making a sandwich. Most people don't want to bother trying to cut two even slices of bread however, you may have more choices. Since the cost is lower, ingredients can be improved and there can be more speciality "half loaves".
Lastly, if all else fails, I can tell you that I have conducted significant testing of freezing breads at home. Whole and half loaves do freeze VERY well if properly packaged. Use a thick plastic bag and remove as much air as possible. This should preserve the breads very well for up to three months. Our testing shows that they start showing signs of freezer burn in most household freezers after three months. If they are "crusty" type breads, simply place them directly into a 350-400 deg oven (don't thaw) and only on the rack. Don't place them on a tray. The moisture will settle to the bottom of the loaf and will be soft. 12-20 minutes is good depending on size. Let them cool!!!
Well...I hope this helps a little! If you have any questions for me, please do not hesitate to write!
~Michael
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3-07-2007 @ 12:31PM
Sunny said...
This is very common now. Not just at bakeries. My grocery store(s) (Baesler's Market and Kroger) both stock 1/2 loaves, which I learned to prefer while living in the Netherlands. It takes me a long time to eat bread. Anyway, even regular brands like Sara Lee, Sunny, Bunny, and Heart Healthy have 1/2 loaves available.
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