Europastry launches CEREAL, the first R&D center for bread and pastries in Europe
CEREAL, the Center for Research Europastry Advanced Lab, is a pioneering center in Europe, located in Sant Joan Despí (Barcelona)
Europastry launched CEREAL (Center for Research Europastry Advanced Lab), the new R&D center of the company whose aim is to fast forward innovation in both the bread and pastry industries. This leading center in Europe is located in what used to be Europastry's first factory in Sant Joan Despí (Barcelona) and has a surface area of 3,465m2. 3 million euros have been invested into the center.
CEREAL has a headcount of 130 Europastry employees on site (engineers, biologists, nutritionists and master bakers) who exclusively follow traditional working methods to create bread and pastries that benefit the consumer. On one hand, the center is used to develop products that are tailored to the customers' need. On the other hand, it is also used to work on the latest trends in bread and pastries so that the new creations can then be launched on the market on a small scale. If these innovations are successful and pass demanding tests, then they can be sent to other larger scale plants for production. The multidisciplinary team working at the center investigates new ingredients, formats and combinations, all of which use the best quality raw materials available on the market.
The CEREAL premises are contemporary and functional, and have a modern bakery including a showroom for customer demonstrations. These include "Innovation Days", amongst other outreach activities, where the company presents its innovative experiments in an open, dynamic and participative manner.
Innovation based on three pillars: freshness, health and flavour
"We never stop innovating at Europastry. Our R&D focuses on three key concepts: freshness, health and flavour. How do consumers know that a product is fresh? The aroma emitted by freshly-baked bread is essential. Europastry is based on products that are all equally fresh, healthy and tasty", states Jordi Caballero, Bread R&D Director at Europastry. "Tradition forces us to innovate in order to improve our products and processes. This is the foundation of our business", declares Caballero.
"We have already eliminated trans fats from our pastry products as they are bad for our health and we continuously endeavour to work with balanced ingredients, prepared using traditional recipes", adds Joan Quílez, Technology Director at Europastry. "The health and well-being of our customers is fundamental to us and so we endeavour to work with food that correlates with the Mediterranean diet, is made of natural ingredients and that has been produced in a sustainable manner, like cocoa and palm oil", concludes Quílez.
The Europastry innovation process
According to Caballero, "Europastry's goal is to produce an industrial product whose quality level is comparable to a traditional product". He refers to four mega-trends in the bread-making sector: "enjoyable products that satisfy the senses; simple, natural and healthy products; sustainable products; and healthy products that are easy to handle". For Europastry, innovation and technology are key when it comes to staying on trend.
The Bread R&D Director of Europastry explains that Europastry's innovation process is based on the work of four departments (R&D, Sales, Purchasing and Marketing) that "put together three launch campaigns for new products every year. The development of a new product starts by carrying out the necessary tests and putting together mock-ups at CEREAL. Once the desired product has been achieved, it is presented to the Sales and Marketing departments who can then propose modifications and improvements. The Purchasing department can then review all the necessary raw materials and the packaging before finalising the product.