Exclusive: Bridor’s NPD Brings Innovation for Each Segment of the Market

New product development (NPD) has been a challenge for many bakers in the past three years, as the pandemic has at first halted research and development programs and, later on, reoriented them rather towards reformulations for cleaner labels. Pure product development has slowed down industry-wide. Not the case of Bridor, who managed to maintain the same rhythm of about 100 new products per year.

Located in Brittany, France, since 1988, Bridor designs, develops and supplies breads and pastries for all times of day. Over the years, Bridor has become the supplier and partner of the most prestigious brands in the hospitality and catering sectors, theme parks such as Disneyland Paris, but also Eurostar and airlines. Working with so many sectors that cater directly to the consumer, new product development is an essential component of their business and they can always offer valuable insight into this process.

Erwan Inizan, Northern Europe Sales Director, Bridor, talked to us about the most successful and exciting experiences the Bridor development team has had in the past few years and how NPD fits into their philosophy.

How often does Bridor launch a new product? 

We typically launch all of our new products at the same time, once a year although sometimes this is split into two. In addition to this, we often collaborate with others in the industry to bring something fresh and exciting to life. For example, last year we partnered with world-renowned pastry chef Pierre Hermé and this year we collaborated with The Laughing Cow to introduce a new product to the market. 

Would you say the rhythm of new launches increased or decreased over the past 5 years? 

We keep the same schedule every year by launching new products in January. The number of products launched has stayed the same in recent years, even during the pandemic. It represents more than 100 innovations a year. 

We have two types of innovations. Firstly, impulse innovations dictated by the current market, which are directly linked to trends and customer needs. This year, our Mini Filled Croissants have been a good example of this as we spotted the trend for measured indulgence and wanted to give our customers the products they could use to tap into this. The Mini Filled Croissants appeal to hospitality outlets looking to satisfy consumers seeking indulgent moments, without having to stray too far from the healthy diet that so many are adopting. Secondly, we innovate based on our clients. When they ask for a specific product, we are able to create a custom-made version. This flexibility means that we can work with our clients to create truly unique products. 

Could you describe the NPD steps for a recent product, also referring to the timeline and resources involved? 

You can read the rest of this article in the July-August issue of European Baker & Biscuit magazine, which you can access by clicking here.