# Nordic Rye Bread Nordic Bread Revolutionizes the Rye Market in New York By Vasiliki Marapas | Published 2014-06-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nordic-bread References: [theguardian](http://www.theguardian.com/money/2014/jun/01/rye-bread-finnish-new-york-health-demand) & [nordicbreads](http://www.nordicbreads.com/?page_id=815) Simo Kuusisto is a Finnish man leading what can only be referred to as a 'Rye-volution' in America with his company [Nordic Bread](https://www.trendhunter.com/trends/honeycomb-loaf-pan). 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](https://www.trendhunter.com/trends/deli-kitchen-bakery-products), a hard feat to accomplish. However, Kuusisto's biggest challenge has been navigating American's mystification with "real bread" -- bread made with [no preservatives](https://www.trendhunter.com/trends/izzio-organic-artisan-sandwich-breads), bread that has a short self life. He explains, “Some people think bread should be soft like Wonder Bread or Italian bread." ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 4% | Activity: 4% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### 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. ## Related on Trend Hunter - [Science-Backed Sourdough Recipes](https://www.trendhunter.com/trends/paran-label.md) - [Earthy Protein Breads](https://www.trendhunter.com/trends/profusion-organic-protein-bread.md) - [Cheeky January Bread Campaigns](https://www.trendhunter.com/trends/biona-rye-january.md) - [Artisan-Style Bread Loaves](https://www.trendhunter.com/trends/sliced-sourdough-sandwich-loaves.md) - [Rustic Seeds-Infused Breads](https://www.trendhunter.com/trends/european-grains-seeds-bread.md) - [Better-for-You Bread Products](https://www.trendhunter.com/trends/new-york-bakery-breads.md) - [Prebiotic-Enhanced Breads](https://www.trendhunter.com/trends/hero-bread.md) - [Convenient Health-Minded Bread Products](https://www.trendhunter.com/trends/biona-bakery-range.md) - [Additive-Free Artisan Sandwich Breads](https://www.trendhunter.com/trends/izzio-organic-artisan-sandwich-breads.md)