Massimo’s limited edition multigrain artisanal bread targets Malaysian health-seekers

The newly launched product complements Massimo’s existing line, which includes 100% Wholewheat Loaf, Sandwich Loaf with Wheat Germ, and Fine Wholemeal. Credit: AngieYeoh via Shutterstock.

The Italian Baker Sdn. Bhd., unveiled a limited-edition, artisanal, multigrain sandwich loaf in Malaysia under its Massimo brand of breads and baked goods. Massimo ‘seeded multigrain bread with barley’ is claimed to be enriched with a blend of high-quality Canadian barley, chia seed, flaxseed, sunflower seed, and black sesame – all of which are rich sources of vitamins and minerals.

The new launch is in line with The Italian Baker’s aim to provide consumers with a traditional artisanal bread made with functional grains such as barley. The company claims that barley is a superfood that is rich in dietary fibre, and beneficial compounds such as beta-glucans and tocotrienols. As a result, including barley into a regular diet is purported to help in weight management, boosting immunity, improving digestion and gut health, and reducing the risk of heart disease. Consequently, the new bread loaf can attract health-conscious Malaysians who seek nutrient-dense products such as superfoods to strengthen their general health and wellness. This is affirmed by GlobalData’s 2021 Q2 consumer survey, wherein 52% of the Malaysian respondents agree that they occasionally or always buy food and drinks that contain superfoods*. This trend is attributable to the heightened consumer focus on balanced nutrition and active lifestyles, stoked by the global novel coronavirus outbreak.

With this new launch, The Italian Baker has identified an emerging gap in the Malay market. As families cocooned at home during the lockdown and quarantine periods, they consumed more bread, incorporating it into their breakfast and lunchtime meals. In order to develop Seeded Multigrain Bread with Barley, the company’s research and development (R&D) team collected and analyzed consumer data and health statistics from various sources including the first Malaysian Movement Control Order (MCO 1.0), and the National Health & Morbidity (NHMS) 2019^. Based on these inputs, The Italian Baker’s team of bakers, nutritionists, food scientists, and R&D personnel collaborated to develop the new bread loaf, balancing nutrition and taste, so as to nurture healthier eating habits among Malaysians and satisfy their palates at the same time.

Massimo Seeded multigrain bread retails at about MYR4.90 ($1.17) for a 360g pack. The newly launched product complements Massimo’s existing line, which includes 100% Wholewheat Loaf, Sandwich Loaf with Wheat Germ, and Fine Wholemeal. The limited-edition launch allows The Italian Baker to test the waters for such fortified artisanal baked goods before going for a full-fledged rollout. Even as the COVID-19 pandemic is brought under control, the newly acquired ‘healthy eating’ habits of consumers are poised to remain, thereby giving manufacturers a strong incentive for introducing such fortified and enriched ‘better-for-you’ food and beverages.

Sources
* GlobalData Q2 2021 Consumer Survey Results – Malaysia published in June 2021

^ Institute for Public Health 202. National Health & Morbidity Survey (NHMS) 2019: Non-communicable diseases, healthcare demand & health literacy — Key Findings

Latest reports from

• Bread & Rolls (Bakery & Cereals) Market in Malaysia – Outlook to 2022: Market Size, Growth and Forecast Analytics

Or to search over 50,000 other reports please visit

GlobalData Report Store

GlobalData is this website’s parent business intelligence company.