Call for partners | BREAD2GAIN Boosting plant-based protein and fibre with wholemeal bread concepts

BREAD2GAIN aims to uncover how consumers and chain actors perceive wholemeal bread concepts (combinations of breads and plant-based toppings) across different settings (e.g. in-home and out-of-home). Moreover, the objective is to co-create accepted concepts and strategies to increase the availability in different settings. These concepts integrate the perspectives of consumers and chain actors into applicable/acceptable concepts that can potentially be implemented in real life settings. 

Key research questions focus on insights in drivers and barriers of consumers and chain actors related to wholemeal bread concepts, differences between settings (in-home and out-of-home) and/or countries, optimal bread properties, acceptable and preferable plant-based toppings, effective communication strategies, and health and environmental impact. These questions will be addressed using a mixed-methods approach with theoretical and scientific underpinning tailored to each research question, including co-creation, interviews, surveys, sensory evaluation, real-life testing, and observations. 

In collaboration with our partners and stakeholders, we aim to develop wholemeal bread concepts and communication strategies tailored for different settings that are embraced by consumers, fit their needs, and align with the capabilities of chain actors. This initiative would enhance the nutritional and sustainable impact diets by promoting increased fibre intake and a more balanced protein intake through (wholemeal) bread concepts.