To celebrate World Bread Day, Continente gifts 1 variety of nationally produced bread, daily, from October 11th to 16th, to all customers who purchase 1 Continente Alentejo Wheat Dough Bread, in all stores and online*.

All breads were selected so that customers can experience the best that the country has to offer in terms of bakery, produced from carefully selected ingredients.

Continente’s Alentejo Wheat Dough Bread, which customers can purchase in order to get the respective gift, is a traditional bread, with a rustic look and made with wheat from Alentejo. It was the first product launched with raw material resulting from the agreement with ANPOC, under the “Cereais do Alentejo” brand. On sale for €1.29.

At the start of the campaign, on October 11th, customers get a 500GR Rye Bread from Rio Maior, a clean label product, cooked in a wood oven. This bread is an upgrade on a regional bread, where rye flour was added (RRP €1.29). The Red Fruits and Hazelnut Bread, gifted on October 12th, is an exclusive Continente recipe, a rustic bread made from mother dough, enriched with cranberries, fig, apricot and hazelnut, with a distinct flavour, a reduced salt content and contains no additives (RRP €1.99). On October 13th, Continente customers can take with them Bread with Chorizo from ​​Alentejo, a handcrafted bread produced in Alentejo, made from mother dough which went through a 24-hour fermentation process, with emphasis on the chorizo made ​​from acorn fed black pig, which gives it a differentiating flavour (RRP €0.99).

The Sweet Corn Bread, gifted on October 14th, is a clean label product, with a crunchy crust, intense cereal aroma and a sweet taste (RRP €0.99). The Rye Bread from Trás-os-Montes, gifted on October 15th, is produced by ‘Pão de Gimonde’, a local producer, member of the Continente Producers Club (CPC). This oval-shaped bread is made from whole rye flour, prepared with Mother Dough (natural fermentation) and without additives, is handmade and baked in wood ovens, remaining fresh for several days (RRP €1.79). On the campaign’s last day, on October 16th, Continente customers can get a Rye and Seeds Mother Dough Bread, a typically German dark bread with whole rye flour, sunflower seeds and linseed (RRP €1.25).

Clean label bread sales at Continente stores already represent 20% of sales. Mother dough products are also a trend, with nutritional benefits for the consumer, and their weight in sales has grown year after year.

Bread is the most popular food in the world, being present in several meals, as well as being the most versatile food, giving rise to countless recipes. This gifting is a symbolic initiative on the part of Continente, to celebrate World Bread Day, sharing the best that is made in Portugal.

The National Association of Protein Seeds, Oilseeds and Cereals Producers (ANPOC), which represents the 5 Cereal Producers' Organizations, members of the Continente Producers Club, supplies the wheat flour used in all Continente stores’ bread production, representing an annual purchase, of ​​about 4,000 tonnes of wheat, by Sonae MC. This chain project, unique at a national level, integrates all agents in the supply chain, from research, production, the milling industry to distribution.

In 2020, through the Continente Producers Club, Sonae MC purchased 206 thousand tonnes of products from national production, with a total value of 365 million euros, which represents a growth of 28% compared to the tonnes purchased in 2019.

The Continente Producers Club’s goal is to make national products of excellence available to customers, resulting from a partnership work with producers, supported by technical-scientific knowledge and which aligns the offer with consumer trends. The Club is also committed to supporting local production, to small-scale producers, managing to supply some stores in the Continente retail chain, translating into an offer of “Products of the Region”.

*except Madeira and the Azores.

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