10 Catchphrase conundrum

“Freshly made” is the latest catchphrase to join the multitude of others, but are these just marketing gimmicks or are consumers demanding more?

For Alex the movement is definitely far more than just words. “We personally see a change where the consumers demand this so this is no longer a marketing gimmick; we have to meet this need to get repeat customers,” he explains.

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Everything is made from scratch daily at Cakery & Epicerie by Stéphane Glacier. “Our croissants are produced between 4-8am,” Patera explains. “Over the weekend, the demand is higher and we bake a second batch of choux and puff pastries for the afternoon customers.”

Ani agrees and says: “Consumers are not stupid, they can tell when something has been made then and there, or prepared yesterday.”

Agreeing with Ani is Lloyd, who says: “To us, these are not catch phrases, but a way of baking and an ethos that is important to our culture of baking. I can’t imagine baking any other way.”