Category Analysis: Wraps and Pitas

Portable, convenient, and globally inspired—wraps and pitas are right on trend with today’s healthier consumer habits. They are a cost-effective way to eat fresh at home. USA Today reported that more than half of Americans have dined out less often in the past 12 months to save money on food. 

Toufayan has been baking bread for nearly 100 years. From old-fashioned pitas to bagels to today’s gluten-free and keto wraps—Karen Toufayan, VP of Marketing of Toufayan, shared where the company’s priorities are focused today: “Our priorities have always been rooted in listening to our consumers, to the market, and to our own family values. What we’re seeing clearly this year is that taste and quality will always be valued above all. This year, as in recent years, we are also seeing that ingredients matter more than ever. Consumers are reading labels, asking questions, and making choices based on what’s in their food. We’ve leaned into that wholeheartedly. A great example is that we’ve launched an entire line of wraps made with avocado oil in response to interest in products that are seed oil-free. It’s a small change that reflects something much bigger: our commitment to giving people food they can feel good about. That’s always been the Toufayan way.”

Toufayan stands out in the bread aisle. 

“One of the things that sets Toufayan apart is our ability to innovate rapidly,” Toufayan discussed. “We have the team, the facilities, and the passion to bring new ideas to life quickly. So, our biggest challenge isn’t a traditional one; it’s the wonderful problem of deciding which innovations to prioritize first. We also have a consumer panel we can tap into, real consumers who give us direct insight into what they love and what they want. It’s an exciting time. We are really committed to bringing the right things to market at the right moment in a way that supports our retail partners as well.”

Pitas and wraps have evolved to be more inclusive. 

“We’ve always believed that bread should be for everyone and that belief has driven us to often be among the first in our category to embrace health, wellness and lifestyle-driven innovation,” Toufayan explained. “We were early movers on gluten-free. We offer keto-friendly options. We were ahead of the curve on seed oil-free products.”

BFree is also a leading baker of gluten-free bread, high-protein wraps, and wheat-free baked goods that are a great choice for people with celiac disease and gluten sensitivity. 

In March, BFree Foods took that inclusivity even further by announcing the launch of “Pitas for the People.” This is a nationwide initiative that will donate 10,000 gluten-free pitas to restaurants, workplaces, and community programs in the United States to ensure no one is left off the menu due to dietary restrictions.

“Food is the universal language of connection, yet millions of gluten-free consumers are still forced to ‘sit out’ of the conversation because of a lack of safe options,” said Alex Murphy, CEO of BFree. “‘Pitas for the People’ isn’t just a donation—it’s a challenge to the industry. We’re providing the tools to make every table truly inclusive, one pita at a time.”

BFree began this initiative to encourage restaurants to pilot or expand their allergen-free menus, workplaces to be more inclusive of all employees’ needs, and community programs to provide gluten-free options for food pantries. 

Queen St. Bakery also believes meals shouldn’t be defined by what people can’t eat. After spending years watching his mother and wife try to find gluten-free bread they enjoyed, Giovanni “Gio” Angelucci, Founder of Queen St. Bakery, made it his mission to create bread with real ingredients that everyone can enjoy, regardless of allergies and food restrictions.

Earlier this year, Eshbal Functional Food partnered with Queen St. Bakery, a specialized manufacturer of gluten-free foods, to produce Eshbal’s products for the North American market. 

Tony Ayala, President of Queen St. Bakery, remarked: “We’re excited to partner with Eshbal to support the local production of their gluten-free Pita products. We believe these products fill a significant gap in the market. We look forward to working closely with the Eshbal team.”

Wraps and pitas continue to evolve alongside consumers’ health needs. They offer a versatile and convenient meal option that fits today’s budget-conscious consumers.