Costco “Rebrands” Itself In The Fresh Bread Category

In a major attempt to differentiate itself from the competition, Costco announced it is abandoning par-baked bread – i.e., partially baked loaves shipped to stores for finishing – in favor of bread made from scratch in the stores. The program has started with round loaves of country French, cranberry walnut, and honey multigrain. The cranberry walnut breads are being replaced with raisin walnut; short, wide loaves known as batards will be added to the menu. The in-store bakers, who will bake all day, are being trained in mixing, bulk fermentation, shaping and baking.