Own-label bakery now holds 46% of unit sales across Europe's largest markets. For branded producers, the pressure is real and price alone won't hold it off. This piece looks at how Europe's most resilient bakery brands, from a New Forest cottage to a Lisbon monastery, have used specific, honest origin stories to build loyalty that generic competitors can't replicate. A practical read for anyone in the industrial baking sector thinking about brand equity.

Cerealto forms strategic partnership with Colorado-based Fresca Foods, expanding co-manufacturing capacity across Europe and the Americas. The transaction combines Cerealto's ten European production centres with Fresca's 350,000 sq ft US manufacturing facilities specializing in bars, granola and baked goods.