Subway Rolls Out New Bread, Supplied by Pillsbury, Pennant/Leon's

By Bob Sperber

Subway Restaurants announced that after a year of research and development, it has rolled out re-formulated Italian and wheat bread because, as the chain likes to say, "the better the bread, the better the sandwich."

The new bread represents an enhanced product with improved flavor and visual appeal and greater shelf-life than the previous bread. In-store bakers still run the new dough through retarder, proffer and oven. Baked-off shelf life is reportedly higher.

While few formulation details were available, the company told Bakery Online that the bread are already shipping frozen to stores in the United States and Canada from two wholesalers: Pillsbury, Minneapolis, MN, and Pennant Foods' Leon's Bakery in North Haven, CT.

The Milford, CT-based Subway said the new formulation results from a "phenomenal company wide and supplier effort."

"The new bread is part of the same message, offering a healthful alternative to traditional fatty fast food," said Annie Smith, Subway spokesperson, tying the emphasis on nutritional information to ongoing efforts promoting sandwiches with only 1-g of fat.

In keeping with Subway's stated commitment to offering a healthful alternative to fatty fast food, the bread offers no significant change in the nutrients in the bread. Total carbohydrate content is 1-g lower in the 6-in Italian bread and 3-g lower in the 6-in wheat bread. There is 1-g additional sugar per loaf.

Taste tests throughout the United States and Canada have shown the new bread's flavor and new appearance--the tops are scored--to rank "exceptionally high" with consumers. Consumers "overwhelmingly" perceive the scoring as higher in quality.

National TV support for the new bread airs March 27 to April 30 on all major networks in the United States and Canada. Additionally, a "BOGO"--Buy One Get One 6-in sub free--promotion will run Mar. 27 to April 17 at participating stores in North America.

In related news, Subway has partnered with Detroit-based pizza chain Little Caesars to open a co-branded restaurant near Caesars' home market of Detroit. The dual-brand restaurant is located in nearby Warren, MI. The unit offers drive-through service as well as limited seating.