engleski

Production of special types of bread in eastern Slavonian urban centre - Technological and marketing aspects

"Special" is popular term used for bread types not made from white wheat flour. The wide range of such products includes whole-grain, rustic breads, breads with addition of cereal and oil crops and/or supplemented with soya flour, corn flour breads and many others. A higher nutritional value is attributed to all these varieties compared to usual wheat flour. It is also common practice to enrich bread with vitamins and minerals to increase their nutritional value even further. A trend of heightened awareness on the relationship between nutrition and health in Croatia has brought about an increased interest in "special" breads. In this paper production and sale of a few varieties of special breads (Zrnopan, Viprodia, Krumpirko, Kukuruzni kruh) was followed over a year in a big shopping center in Osijek. The problems of introducing these varieties into production assortment considering existing technological lines were assayed. A net diagram describing these problems is presented. The expenditure of raw materials and energy, as well as the sale of these bread varieties were also monitored over the same time period. The present data indicate the importance of continual advertising and education of consumers in regard to nutritional and health advantages that "special" breads offer. This resulted in steady and significant rise in the sale of these varieties over the monitored period. The results on raw materials and energy consumption also accentuate specificities in the production of these varieties and the need for flexibility of production lines.

special types of bread; technological aspects; marketing aspects

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