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Behind the Scenes at the Jowa Bread Factory
Jowa’s New “Bread Generation” Takes to the Shelves
The other day NewInZurich got a sneak peek behind the scenes at Migros’ newly refurbished Jowa bread factory in Gräninchen. Roughly an hour and a half away from Zurich, the factory is custom designed, shiny and new. As we walked through the doors our nostrils were assailed by the wonderful aroma of freshly baked bread.
Cleanliness is the byword for all visitors, so after changing into white gowns and fetching red hairnets, we began to tour the premises.
Jowa, is the breadmaking arm of Migros and has just released a new line of bread products which it is calling the new “bread generation”. A staggering one third of the Swiss population are regular buyers of Jowa products, who have bakeries both in regional factories and in the stores themselves. With this in mind, the new bread generation brings the idea of warm, fresh bread to the shopping aisles of a supermarket. Utilizing Jowa’s extensive experience and multi million investment to create a new style of bread which is back to basics in all the best ways.
After extensive market research, Jowa has highlighted freshness, warmth and taste as its main objectives for this new campaign. Keeping the bread moist for most of the baking process and baking on hot slates, the bread is served fresh and can be distributed widely before going off. The bread prides itself as having no added products such as milk, nuts, eggs or soya.
The taste of the bread is very rustic and is an excellent addition to their range – a great new addition to the Migros line of bread products. Next time you’re doing your shopping why not give it a go?
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Article and all photos by Jan de Boer
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