The European Commission has authorized the placement of bread treated with UV rays, to go on the market as a novel food. In particular, the bread treated with UV rays means that the bread is leavened with yeast and the bread rolls (no toppings) to which it is applied, after baking, gets treatment with ultraviolet radiation in order to convert ergosterol into vitamin D2 ( ergocalciferol). The new EU decision provides that it may be placed on the market as a novel food if it contains a maximum amount of vitamin D2, equal to 3 ìg for 100 g of product. It is important to note that for the EU, in such technical terms, the UV irradiation process must take place with ultraviolet rays at a wavelength between 240 and 315 nm for a maximum of 5 seconds with a 10-50 mJ / cm2 of energy intake. However, the name that is allowed to appear on the label of the treated bread is: “Contains vitamin D produced by UV treatment.”
EUROPE, THE LARGEST MARKET IN GLOBAL BREAD – In global bread production and commercialisation, Europe will retain its leadership, forecasts say, during the period up to 2020. The influx of private labels and discounts offered by grocery retailers are some of the key factors driving the growth of the market. Some of the products that are in high demand in Europe are preservative- and additive-free, gluten-free bread and roll products.
GROWING DEMAND OF BREAD AND ROLLS – This segment is projected to exceed 98 billion euro by 2020. One of the major factors leading to the growth of the market is the increasing demand for gluten-free products. But consumer demand for artisanal bread will heighten because artisan bread offers fresh produce at competitive prices.
