Simo Kuusisto is a Finnish man leading what can only be referred to as a 'Rye-volution' in America with his company Nordic Bread.
Most of what is currently marketing itself as rye bread is actually only made with 20% rye flour. This fact, which is sure to blow the minds of self-righteous rye fans everywhere, opens up a place in the market for Kuusisto's nordic rye, Ruis. The bread has up to four times more soluble fiber than wheat, not to mention that it's also yeast-free.
Kuusisto is taking advantage of the public's growing interest in natural foods. In fact, rye bread -- characterized by its coarse texture and chewy consistency -- has been slowly, steadily and quietly infiltrating the city's artisan bread market, a hard feat to accomplish. However, Kuusisto's biggest challenge has been navigating American's mystification with "real bread" -- bread made with no preservatives, bread that has a short self life. He explains, “Some people think bread should be soft like Wonder Bread or Italian bread."
Why This Trend Is Growing
- Rye-volution in America
- The growing interest in natural, wholesome foods can create disruptions in the bread industry, specifically for breads with higher rye flour content like Nordic Rye Bread.
- Increased Demand for Soluble Fiber
- As consumers seek out healthier bread options, there's an opportunity for companies like Nordic Bread to capitalize on the demand for products high in soluble fiber.
- Artisan Bread Market Infiltration
- Bakeries offering unique and innovative bread options, like Nordic Bread's yeast-free Ruis, have the potential to disrupt traditional bread markets.
Industries Being Reshaped
- Bakery Industry
- Bakeries could take advantage of the growing trend toward natural foods and offer artisan bread options with higher rye flour content.
- Organic Food Industry
- The organic food industry could benefit from the increased interest in natural, wholesome foods, including bread options like Nordic Rye Bread that have no preservatives.
- Health Food Industry
- Companies that specialize in providing healthy food options could capitalize on the demand for products high in soluble fiber, like Nordic Rye Bread.
