Bread programs are on the rise. Industry experts tag the category as a potential image builder for supermarkets, especially when it comes to the upscale products that are usually called artisan or European breads.
When the bread is baked in the store and available hot, its message of freshness can be powerful enough to shape the way shoppers think of the whole store.
But it takes more than the aroma of baking bread for in-store bread programs to be winners. They have to be sup