Apart from wholesome breads, baked products are often linked to having an indulgent treat filled with fat and/or sugar. But even when we give ourselves this moment of (guilty pleasure), we’ll try to limit the impact on our health. Finding a balance between health and indulgence is the Number One challenge for consumers. On one hand, people look for more healthy nutrients in their food, like extra natural fibre or protein in high quality bread. On the other hand, they want to cut out/limit “the baddies” from their food. Just a few of our latest researches show that: More than 50% of Americans worries about the sugar levels in their sweet/ nut-based spreads. Almost a third of the English adults would eat more desserts if these were low-fat. Just under 60% of Europeans finds biscuits with less sugar appealing.