GREAT OUTDOORS
Mediterranean bakery, savouries and confectionery producer Dina Foods has identified a new street‑food trend emerging from East London: Bring Your Own Wrap!
The business claims to be among the first to embrace this and other exciting realities, with customers presenting their own bakery carrier at a street stall for the vendor to customise with a choice of fillings.
It follows on from the viral TikTok Bring Your Own Bag craze, in which consumers hand over a bag of crisps to be split open, crushed and topped with ingredients, ranging from cheese and beans to teriyaki chicken.
Dina Foods believes wraps could become the new go-to base layer for personalised FTG formats at festivals and outdoor events – one of many trends that the leading flatbread supplier continues to monitor.
NATURALLY BETTER
These include healthy wholegrain and seeded wraps, high‑protein formats, softer wraps, thinner sandwich carriers and even Mediterranean‑inspired flavoured wraps.
Wilda Haddad, general manager at Dina Foods, said: “Our research and market monitoring tells us that FTG customers value freshness, provenance and a sense of ownership over their meal, which our artisan wraps and flatbreads range naturally accommodates.”
London-based Dina Foods supplies a wide selection of artisan flatbreads to customers all around the UK. Top sellers in FTG are pitta breads and authentic Lebanese Khobez bread, a soft, two-layered flatbread.
Breads are made in bespoke stone ovens at Dina Foods’ state-of the-art premises. All are vegan-friendly, low in fat and sugar and free of artificial colours and flavours.
Yuya Parker/ Stock.Adobe.com
ENERGY FOCUS
The family-run company has seen resilient bakery sales over the past 12 months, supported by sustained demand for convenient meal solutions. “While inflationary pressures have affected consumer spending, we’ve continued to see steady growth in wraps and artisan bread formats,” said Haddad.
Dina Foods products look to deliver consistent freshness, reliable shelf life and versatility across multiple meal occasions and formats. The recyclable or lower-impact packaging also helps reduce waste for operators.
The business remains focused on maximising sustainability across its supply chain and packaging. This includes reducing waste across production and distribution, improving energy efficiency within its bakeries. It is also working with suppliers to source ingredients more responsibly and exploring ways to reduce transport emissions and improve logistics efficiency.
“In this time of inflation, we want to help our customers stand out by delivering high-quality, innovative and healthy products. We are always looking at new ideas across our whole business,” concluded Haddad.
Visit dinafoods.com for more info.
