Tips / The importance of renewing your product range (specially in January)

The importance of renewing your product range (specially in January)

Renewal is not an option: it is the competitive advantage every business needs to keep growing. Here’s how to do it effectively and successfully.

January is not only a month of fresh and exciting beginnings; it is also a key opportunity for bakeries, cafés and bake-off operations. In an increasingly demanding market, adaptability has become the main driver of profitability. After the intensity of the Christmas campaign, January offers the perfect blank canvas to redefine your assortment. But how can you renew your range without losing your identity or putting daily operations at risk? Let’s take a look.

Finding the right balance between bestsellers and trends

One of the most common mistakes when renewing an assortment is making a radical break. Customer loyalty is built on predictability: choosing the bread that is always perfectly crusty or going for that butter croissant that tastes just as good every time. However, stagnation is also one of the biggest threats to growth.

Today’s consumer is looking for experiences, not just products. This means that while you should keep your core bestsellers, you also need to leave room for innovation. A good starting point is to identify which products have lost traction over the past quarter. If an item no longer delivers margin or attracts customer traffic, it may be time to replace it. Thanks to frozen bakery products, you can now introduce new items without complex production processes or excessive waste. Products such as Bâton Verité, Urban Brioche, Caramel Biscuit Muffin or the Chocolate Puff Pastry Plait are easily within reach.

Trends that will shape 2026

For your assortment renewal to be effective, it must align with real market demand. This year, three key drivers stand out. The first is health and wellbeing, reflected in the growing demand for breads made with grains, spelt, sourdough and long fermentation processes. In the pastry segment, the focus is clearly on premium: consumers are looking for more elaborate items, with high-quality fillings and strong visual appeal.
Finally, smaller formats and ready-to-go products are perfectly suited to urban lifestyles and will continue to lead the way throughout 2026.

Renewing your range requires strategy

Renewal does not mean taking unnecessary risks. A smooth and well-planned transition is essential.

The “product of the month” rule. Choose a reference you have never offered before and launch it as a limited edition. This creates a sense of exclusivity and allows you to test real customer acceptance without long-term commitment.
Targeted tasting. Par-baked bread and frozen pastry allow you to bake small batches according to demand. Take advantage of off-peak hours to offer samples to your regular customers. Their feedback is one of the most valuable market insights you can get.
Cross-selling. When introducing a new pastry range, make sure your staff can clearly explain what makes it special. Storytelling sells just as much as the product itself.

Renewing your assortment is, ultimately, a statement of intent. It shows your customers that you stay on top of trends and that you care about offering the very best. At the start of the year, don’t just restock—dare to evolve.