Breadcrumbs that sell better than … Breadcrumbs
510-909-1345
hello@conzacrumbs.com
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Why hasn’t anyone fixed breadcrumbs?
Since 2013, Alex has worked in the natural food space
Conza launched with leftover bakery bread, a Cuisinart food processor, and 55 bags sold on Day 1 at the
farmers market!
In 2023, Conza starte d buying Iggy’s sourdough (Cambridge, MA). Our first stores were specialty meat & seafood shops selling 1 -2 bags/day. Now we co-pack and sell to 200+ doors & online.
In 2021, Alex realized that fresh meat and fish deserved better breadcrumbs
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How Conza is different
Gourmet Quality
Clean Label
Versatile Dual Use
Coating Chicken Parm Salmon White Fish Cutlets
Topping Pasta Caesar Salad Mac & Cheese Veggies
Ingredients Sourdough Bread (Wheat Flour, Sourdough (Water, Wheat Flour)
Whole Wheat Flour, Rye Flour, Water, Sea Salt, Yeast ), Rosemary Olive Oil (Extra Virgin Olive Oil, Olive Oil, Rosemary), Sea Salt
Artisan Sourdough Bread (Sourdough sales are ↑24% YoY – IRI)
✓
No Added Sugar
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No Seed Oils
✓
No Preservatives
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Nothing controversial
Upgraded flavors: “Olive Oil & Sea Salt”. The competition: “Plain”
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Even in the natural channeCl,onzaleads with premium ingredients and versatility
Conza
Kooshy
Aleia’s
Ian’s
Gillian’s
Sourdough Bread [Wheat Flour, Sourdough (Water, Wheat Flour) Whole Wheat Flour, Rye Flour, Water, Sea Salt, Yeast]
White rice flour, tapioca flour, brown rice flour (rice, rice bran), turbinado
RICE FLOUR, XANTHAN GUM, SALT, LEAVENING (SODIUM BICARBONATE, GLUCONOLACTONE), CANE SUGAR, YEAST, ASCORBIC ACID (ADDED AS A DOUGH CONDITIONER).
Wheat Flour, Sea Salt, Garlic Powder, Wheat sourdough, parsley, onion powder, black pepper, basil, yeast extract, paprika, yeast.
Rice Flour, Water, Pepper Salt, Garlic Salt, Yeast, Oregano, Basil, Parsley, Cane Sugar.
Clean Ingredients
Rosemary Olive Oil (Extra Virgin Olive Oil, Olive Oil, Rosemary)
sugar, Non-GMO canola oil, potato flour, garlic powder, sea salt, egg whites, yeast, eggs, guar gum, herbs and spices
Sea Salt
No Added Sugar No Seed Oils
Ready-To-Eat Topping
*Increases use-occasions and consumption
Gourmet Flavors
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Where Conza Sells
Farm Stores & CO-OP’s
Premium Grocery Stores
Meat & Seafood Counters
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Where we belong
SECONDARY – Breadcrumb Shelf
BEST – Meat & Seafood
Avg 2 units/sku/wk
Avg 4 units/sku/wk
We make displays & Shelf talkers
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Breadcrumb shoppers spend more across high value categories
Baskets containing breadcrumbs are …
Breadcrumb shoppers spend 128% more than the average food shopper
11x more likely to contain
Ground Beef
8x more likely to contain
Fresh P armesan
vs
8x
Fresh Parsley
more likely to contain
$42.75/basket 10 units
$97.75/basket 27 items (bread crumb shopper)
(average shopper)
5x
Caesar Dressing
more likely to contain
4x more likely to contain
Single Salad Spinach or Arugula Mix
Numerator 2023 – 07 – 29 When Packaged Bread Crumbs Any Category is purchased, what other Subcategory within Grocery is also in the basket, benchmarke the average Grocery basket? Advanced Options: Date Range=2022 -07-01 to 2023 -06-30, Static Group=Total Commerce, Subscribed Channel=Online Food Mass Dollar Drug Club Military
d to
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SKU Details
OLIVE OIL & SEA SALT Toasted, Gourmet, #1 Seller
Ingredients: Sourdough Bread [Wheat Flour, Sourdough (Water, Wheat Flour) Whole Wheat Flour, Rye Flour, Water, Sea Salt, Yeast], Rosemary Olive Oil (Extra Virgin Olive Oil, Olive Oil, Rosemary), Sea Salt
Case count: (6/case )
CLASSIC ITALIAN & PARMESAN
Classic, Garlicy, Real Parm
Ingredients: Sourdough Bread [Wheat Flour, Sourdough (Water, Wheat Flour) Whole Wheat Flour, Rye Flour, Water, Sea Salt, Yeast], Rosemary Olive Oil (Extra Virgin Olive Oil, Olive Oil, Rosemary), Garlic, Parmesan Cheese (Milk, Cheese Culture, Salt, Enzymes), Onion, Sea Salt, Parsley, Oregano, Marjoram, Thyme, Sage, Black Pepper)
Case count: (6/ case )
LEMON HERB & FENNEL Perfect for Seafood, Pasta, Salad
Ingredients: Sourdough Bread [Wheat Flour, Sourdough (Water, Wheat Flour) Whole Wheat Flour, Rye Flour, Water, Sea Salt, Yeast], Rosemary Olive Oil (Extra Virgin Olive Oil, Olive Oil, Rosemary), Sicilian Spice Blend (Lemon Zest, Parsley, Fennel Seed, Onion, Orange Zest, Garlic, Sea Salt, Spices),
Case count: (6/case )
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FAQ’s
How is Conza different from panko? Conza has the crunchy texture of panko, but it is already seasoned, toasted, and ready to eat.
How do you justify the high $/oz? Consumers do not value $/oz. Industry folks do. Consumer value pack size more than weight, because volume indicates how many cutlets/meatballs they can make with it. • 1 bag coats 4+ lbs of meat or fish. • Customers don’t complain about the bag size.
How often do people buy your breadcrumbs? The category avg is 1.7 units/yr . Conza’s top consumers buy 12 units/yr. Conza’s average is closer to 4 units/yr.
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