Category Catalysts: Bread - Anthony & Sons

The bread aisle can sometimes feel like many versions of similar products, differentiation being a challenging thing for brands to achieve. At IDDBA alone this year, more than 100 bread-oriented items were introduced. By keeping in touch with trends outside of the bakery, Anthony & Sons has brought a different take to the bread category—one that consumers across the country are excitedly exploring. 

Founded in 1984 by Anthony Dattolo and his sons, Baldo and Joseph, Anthony & Sons has developed into one of the country’s largest bread suppliers, fueled by a steadfast commitment to quality, tradition and a palpable passion for their craft. Throughout its history, Anthony & Sons has demonstrated remarkable agility, successfully navigating the transition from primarily fresh products to the frozen sector and expanding its reach to a national scale while still maintaining a presence in the fresh market. 

However, the company’s recent innovation, the launch of their avocado bread under a distinct brand The Avocado Bread Co., has been a large scale hit. Recognizing the widespread popularity of avocado toast, Anthony & Sons strategically ventured into creating an entirely new category of sliced bread. This calculated risk appears to be paying off, with the avocado bread poised to become the company’s top-selling product, potentially surpassing even their traditional demi-baguette. And even more, the company looks ahead to 2026 with an eye toward further innovation around focaccia, showcasing a continued willingness to push boundaries and cater to emerging culinary trends. CEO Baldo Dattolo noted, “The avocado bread is a significant departure from our beginnings, but it genuinely stemmed from a place of passion. This innovative product, crafted with seeds, grains and guacamole spices, exemplifies the company’s ability to adapt and evolve.”

Ben Rizzitello II, Vice President of Sales and Marketing, emphasized the unique position of Anthony & Sons in the market. “We’re large enough to effectively serve our major clients yet agile enough to innovate rapidly,” he explained. 

He further highlighted the company’s customer-centric approach, stating, “We’re not only bakers; we are solutions providers for our retailers and the foodservice industry.”

This responsiveness allows Anthony & Sons to quickly adapt to customer needs, as Rizzitello noted, “We can turn around an item based on a customer’s request without hesitation.”

For four decades, the strong foundation of passion, innovation and unwavering product quality has been the driving force behind Anthony & Sons’ impressive growth. As they look to the future, the company anticipates continued success, built upon the same principles that have guided them from a local bakery to a national baking powerhouse.