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Puratos has announced the introduction of Easy Soft’r Brioche to the UK market, a concentrated mix designed to enable the production of premium quality brioche products. The powdered 10% concentrate mix aims to ensure a soft, moist crumb and long-lasting freshness. Puratos described the product as highly versatile and effective, able to be combined with other Puratos ingredients to create varied brioche portfolios including traditional, plant-based and lower-fat products. For example, it could be combined with Puratos’ plant-based butter alternative MIMETIC to create a 100% vegan brioche product, or with Puraslim to reduce fat content and retain a ‘clean label’. It can also be enhanced by the addition of Puratos’ Sapore Medea, a toasted and dried fermented wheat sourdough flavour, to accentuate additional buttery notes. The product can present opportunities to bring “the luxury of brioche” to hybrid formats such as hot cross buns, bagels, packaged croissants and more, the ingredients company said. Ben Ledger, bakery marketing manager at Puratos UK commented: “The brioche is one of the UK’s bakery success stories and has firmly secured itself as a mainstream offering. But there is still ample opportunity for growth by adapting traditional recipes or formats to align with the priorities that consumers have today.” He added: “Easy Soft’r Brioche has been developed to add as much value as possible for bakers by offering convenience while improving texture and extending shelf life, but also giving them the freedom to customise their product ranges in the ways they want to”.