In an effort to extend its “clean” commitment, Panera Bread Co. (NASDAQ:PNRA) has announced that it will get rid of the remaining artificial flavors, sweeteners, preservatives, and colors from artificial sources in its Panera at Home products.
The company hopes to be free of the additives by the end of this year, and has already done away with antibiotics and non-naturally occurring trans fats in its food products. Panera has a “No No List” that includes all of the artificial ingredients it is committed to eliminating from its grocery store items as well as its bakery cafes.
Sara Burnett, director of food policy and wellness and Panera, told CNBC that "It's very much an extension of our food policy commitment two years ago and our no-no list expansion last year. It’s a natural extension for us.”
"For us, the answer was often simple," Burnett continued. "For instance, we decided early on to use refrigeration to help extend shelf life for products like our soups and salad dressings. Where necessary, we've relied on natural preservatives — such as rosemary extract — to do the job."
The company’s Panera at Home line of products is a successful business channel for the brand, and is reflective of the rise of the ready-to-eat trend that is popular among consumers. Prepared foods and in-store dining has grown almost 30% in grocery stores since 2008, and more than 40% of U.S. consumers purchase these products from grocery stores, according to NPD Group.
Panera at Home’s portfolio has grown to almost 50 products that are available at select retailers in the country; its refrigerated soup business alone takes up over 35% market share in the category. And according to Panera, its consumer packaged goods business brought in $150 million in sales last year, growing at a compound annual growth rate over the last three years.
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