Wonderbrands has introduced Wonder AirCrisp, which the Toronto-based baker calls the first fresh bakery product developed specifically for the air fryer. The pull-apart bread goes from soft to crisp in four minutes when prepared according to package directions and is launching exclusively in Ontario at select major grocery retailers.
The product targets a gap Wonderbrands sees between air fryer adoption and the fresh bakery aisle, which has not been built around that appliance. AirCrisp is positioned as a quick snack or dinner side and is meant to be torn apart, air-fried and shared, which the company sums up in the tagline “Tear. Air. Share.”
“Air fryers have become part of everyday life because they make it incredibly easy to prepare food quickly, but the fresh bakery aisle really hasn’t been designed around that experience,” said Nina Abbott, senior director of marketing at Wonderbrands. “We developed a bakery product specifically for the air fryer, something you can have hot and crispy in just four minutes.”
Three flavors, one format
AirCrisp comes in Garlic & Herb, Jalapeño and Everything varieties. The pull-apart format is intended to be eaten on its own, paired with a dip, topped or served alongside a meal. Wonderbrands says the product is baked in Canada with no artificial flavors or colors.
The company is pitching the product at after-school snacking, students, weeknight dinner sides and game or movie night occasions. The launch is supported by an Instagram campaign under the #WonderAirCrisp hashtag.
Wonderbrands, part of FGF Brands, makes Wonder, Country Harvest, D’Italiano, Gadoua and Casa Mendosa products for the Canadian market. The company says it is focused on reinventing the fresh bakery category through product innovation and modern baking capabilities.