The Hamburger Bun for Keto Consumers
By Lorrie Baumann
UnbelievaBuns offers an option for the consumer who’s all in on a keto diet or who’s counting carbohydrates for other reasons but who’s not up for sacrificing forever the idea of a bacon cheeseburger. UnbelievaBuns were created by Jerrod Adkins, a body builder and fitness buff, after he couldn’t find a hamburger bun on the market with a taste and texture that satisfied him.
“My cheat meal once a week was always burgers,” he said. “I asked myself, ‘Why does a hamburger always have to be unhealthy?’”
He started his search for a healthier option for his cheat meal by switching out his ground beef for a 93 percent lean beef. “That knocks off 100 calories,” he said. He looked at his burger toppings, but those were low calorie. “The other big thing is the bun. I couldn’t find a bun that met my nutritional needs,” he said.
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He went to four different bakers and asked them to develop a bun. They tried to comply, but Adkins wasn’t satisfied with any of the results they achieved. “I wasted a year of my time going down that path,” he said. “I decided if it was going to get done, I had to do it myself…. It took me six years to get the recipe perfected. It’s very difficult to get buns that are soft and flavorful and shaped right.”
Once he had a bun that tasted right and had the texture he was looking for, he spent another year getting the recipe scaled up for commercial production. “That’s where we are now,” he said. “We’ve created an entirely new way to make a bread bun with higher protein, lower carbs, no sugar and no GMOs.” UnbelievaBuns are also vegan.
Today, UnbelievaBuns are made in a commercial bakery in Charlotte, North Carolina and ship nationally to be slacked out and sold as fresh in in-store bakeries. Shelf life once they’re thawed is four to seven days. They’re packaged in a six-pack that retails for $8.99 to $12.99.
Cookies Without Compromise from Real Treat
By Lorrie Baumann
A preference for organic products shouldn’t mean having to give up entirely the swooningly hedonistic experience of biting into a cookie replete with quantities of butter and sweet with the taste of real sugar, according to Jacqueline Day, the Founder of Real Treat. She and the other women who work with her in her bakery make cookies that she says are “unapologetically delicious,” but also organic.
She set up shop at Specialty Food LIVE! in January to introduce the American market to her new Pantry product line, a line of cookie that offers the flavors of childhood indulgent experience of her Top Shelf line that’s been in the American market for the past year and a half. Launched last fall, the new line includes Chocolate Chunk, Oatmeal Raisin, Brown Sugar Shortbread made to her family’s recipe and Dark Chocolate Cookies with Almonds and Sea Salt. “Pantry’s all about nostalgia, after-school snacks fresh out of the oven – the flavors that most people crave,” she said. “Everybody’s working at home in their sweat pants, and people think less about calories. People’s priorities have shifted and are gravitating toward things that give us comfort…. What tastes like a hug more than what we used to enjoy at home when we were kids?”
Top Shelf, her previous line, has been in the American market for about a year and a half and offers more sophisticated flavors designed to appeal to the adults who offered gracious hospitality to their friends until it was no longer safe to do so. Those flavors are sophisticated, even surprising. The Lemon Sables with Herbes de Provence pair gracefully with a cheese board, for instance. “We sell a lot of those to fine cheese shops,” Day said. The Dark Chocolate Chunk with Smoked Pecans pairs cozily with a glass of fine bourbon whose sharp edges have been smoothed away by time in the barrel. “We almost called it The Dude. Men really like them,” Day said.
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Organic though her cookies are, they’re not the kind of cookies that she’s used to seeing in the stores that cater to customers who feel that food has to be a compromise with indulgence for the sake of health. “In the treat space, people still think of organic as not indulgent. Some retailers in the natural food space, when you go into their cookie aisle, you find a collection of keto treats – I call them ‘consolation prize treats.’ It’s not very sweet, but you can tell yourself it’s a brownie,” she said. “Have you ever derived joy from a cookie that’s made from spelt and carob chips? They’re health food that’s pretending to be a treat. There’s definitely a market for that. That’s great. They can do that. But those of us who are foodies want something that’s genuinely delicious.”
One of the ironies of that point of view is that Real Treat cookies actually contain less sugar than many mass-market cookies on supermarket shelves. That’s because they don’t lean on sugar to satisfy consumers’ desire to taste their cookies, Day said. Instead, the Real Treat cookies offer a depth of flavor that comes from the complex alchemy of organic wheat, oats, really great fine Italian dark chocolate and fresh spices to delight the senses. “All the standards that you would apply to a really great restaurant experience, we apply to our cookies,” she said. “If I’m going to have a cookie, I want something that’s going to satisfy my craving for indulgence. There really is not that in the organic space. We are disrupting cookies by making them indulgent, delicious and organic – real butter and sweetened with cane sugar.”
The cookies in Real Treat’s Top Shelf line are packaged in 4-ounce boxes, while the cookies in the Pantry line are packaged in bags of five or six ounces, depending on the variety. Each package holds about 10 to 12 cookies, depending on whether they’re a delicate cookie like the Lemon Sables or a heartier treat like the Oatmeal Raisin cookies. Real Treat ships directly from the company’s headquarters in Canada to retailers anywhere in the United States, with additional distribution channels coming in the near future. Also coming to the American market in the near future is a line of Real Treat Drinking Chocolate, which will be unveiled to trade show attendees when it’s possible to gather again in person to taste the new products.
Meska Sweets Offers a Taste of Morocco
By Lorrie Baumann
There was a time before the pandemic when the only places you were likely to encounter the Moroccan-style macarons made by Meska Sweets was in a fine New York restaurant or in the gift basket you received when you checked into your luxury suite at one of the city’s finer hotels. COVID-19 has changed that, and Meska Sweets is ready to see its cookies on the shelves of specialty grocers.
Meska Sweets entered the American market in 2016 with a line of hand-made, almond-rich, Moroccan-style macarons that were offered in the foodservice channel.
The cookies were adopted by upscale chefs for their white tablecloth restaurants. In December, 2018, Florence Fabricant pointed out in the New York Times that Meska Sweets’ cookie line included classics like crescent-shaped cornes de gazelle and honey-sesame chebakia that were traditional Moroccan teatime treats, although Meska was also innovating them with flavors like matcha designed to keep up with trends sweeping the American food culture. “It’s our grandmother’s recipe that we’ve upgraded to fit within the American taste,” said General Manager Mehdi Menouar. Meska’s Orange Blossom and Almond Macaron won the award for the best cookie at Kosherfest 2018.
When the pandemic arrived in the U.S. in 2020, Meska Sweets’ foodservice-centered business felt the tremors along with New York’s restaurant and hospitality industry, and Menouar took some time to think about how he could introduce his cookies into the retail channel.
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Grocers had already told him that the short shelf life of his macarons was an obstacle to that, so he had to figure out a way to lengthen the shelf life of his offerings without damaging the qualities that had made them so valuable in the foodservice market – they had to remain an American-influenced interpretation of their Moroccan heritage, and they had to remain all natural, with no preservatives or artificial colors. Menouar traveled home to Morocco to consult with bakers there about how to do that, and he came back to the United States with a new product line of Moroccan cookies that could be hand-made in a Casablanca bakery approved by the American Food and Drug Administration in quantities that could be scaled to support a national launch into the American retail market.
Like the foodservice line, Meska Sweets’ new retail line of cookies is all natural, with no colorants, and has a 12-month shelf life with no preservatives. “We’re sticking to all of those things,” Menouar said. “We’re super-excited about it. We’ve always had this issue of shelf life. Grocers will be much happier with the longer shelf life.”
Five flavors are offered for retail shelves: three sweet varieties and two that are savory and beg to be paired with cheese. “You don’t get to see a lot of savory biscuits on the shelves,” Menouar said. “What’s really cool about the Moroccan gastronomy that most people don’t appreciate is that we’re at the intersection of African and Mediterranean food. The Spanish and the French colonized Morocco at one time, so the food represents a fusion of traditions. You have this complete mixture of ingredients and spices, a true melting pot of aromas and tastes, and what we’re trying to do is build on that with our cookies and biscuits, and, hopefully, folks will like them.”
Savory Oregano Moroccan Bites, flavored with mustard as well as oregano and a touch of pepper, and Savory Paprika Moroccan Bites, with mustard and chile pepper as well as the paprika, are the two savory flavors. The sweet varieties include Sweet Ginger and Almond & Raisins Moroccan Bites and a third called Palmier Bites that’s a bite-size twist on a French-style Elephant ears pastry, rich with butter and deliciously sweet. All of them are bite-size nibbles – each a little smaller than a tea cookie, so that a 5.3-ounce box contains about 50. The cookies are sealed into an inner foil pouch inside the box to help maintain their freshness, and a box retails for $4.99.
