When developing new breads, the Migros’ Fresh Food & Beverage Group combines traditional craftsmanship with innovative and sustainable approaches. Customer needs, high-quality regional ingredients and innovative concepts are at the heart of the process. The spectrum ranges from proven recipes to creative concepts such as upcycling.
An interview with Timon Zois, Head of Bread & Convenience Product Development in the Bread & Bakery Products Business Unit.
What special requirements are involved in developing bread products?
Timon Zois: Fundamentally, products must deliver enjoyment while also being suitable for industrial production and efficient manufacturing lines.
For products supplied to our approximately 90 in-store bakeries, recipes and production processes must be designed to ensure consistent quality. Quality and enjoyment are our top priorities. This includes balanced salt content and avoiding E-numbers, resulting in natural, high-quality products that inspire consumers.
What innovations or trends do you currently see in the bread sector?
TZ: Traditional breads made from white wheat flour remain market leaders and are deeply rooted in Swiss culture. However, a clear trend is emerging toward large loaves that are sliced and sold in portions, such as the Hercules bread. This format offers practical benefits and helps keep the bread fresh for longer. Wholegrain products also remain relevant, but sales figures show that classic white breads such as Krustenkranz, Tessiner and Zopf continue to dominate.
What role does sustainability play in bread development?
TZ: One exciting topic is the upcycling of by-products, such as brewer’s spent grain (barley malt from beer production) or wheat bran (the outer layer of the grain) from mills. These ideas are not entirely new—bakers used such residual materials in the past—but they are experiencing a renaissance due to the growing importance of sustainability. Such approaches create both environmental and economic benefits.
Is there a product you are particularly proud of?
TZ: Definitely the Hercules bread, which I had the opportunity to develop in 2019. It has become a leading product and stands out due to its high quality and excellent freshness retention. At the time, the concept of offering large loaves that could be sliced into portions was a genuine innovation and remains successful today. Being officially recognized as Switzerland’s most popular bread is a special honor and a milestone for the entire team.
What personally motivates you in your role as a product developer?
TZ: For me, product development is a dream job. I’m motivated by creating new ideas together with my colleagues and successfully bringing them to life. What I find particularly exciting is developing products from a blank sheet of paper—completely new concepts that originate in our test bakery and ultimately delight customers.