Jam'll fix it for you, claims Belgian fruit fillings firm

New Brussels-based ingredients firm Bakbel Europe is hoping to appeal to the bakery, confectionery and foodservice markets with its range of glazes, jams and fruit preparations.

The business, which is a joint venture between Bakels Group and fruit-based product expert Didier Ladriere, is using innovative Doy packs to package its fruit fillings. "This is the first time that this type of packaging has been used for fruit fillings and it guarantees them a two-year shelf-life," says British Bakels md Paul Morrow, who attended the opening of the factory last month. "The stand-up pouches are much easier to open than metal tins or plastic pails thanks to the user-friendly zipper system, which enables the product to be resealed," he says. Once opened, metal tins undergo oxidation that can lead to their contents adopting a metallic flavour, but this is avoided when using the Doy packs, which ensure that the produce remains fresh.

Another advantage to the packaging is that, once emptied, it minimises packaging waste in terms of both weight and volume. Despite its flexible appearance, the Doy pack's three layers of film provide resistance against damage in transit, says the firm.

Bakbel is capable of producing 100t of fruit products a week and offers a number of fillings including: La Pomme 90% made with fresh pealed Jonnagold apples; Lafruta - a premium quality fruit preparation made with 70% or 50% fruit; Fruitissimo - a bake stable fruit preparation; and Pastry fill fruit fillings based on selected fruit purées.

The firm also offers a premium range of jams and spreads, which are available in seven and 14kg pails. The Diamond Conserve range has smooth syrup-like characteristics and could be used as an inclusion in a muffin. "It's so stable it can be used in sponge pre-baking," says Morrow. "Ordinarily, a jam would be post-injected, but there's not much space in the product and it can mean that jam leaks out of the product through the injection hole (think runny jam donuts). Using Diamond Conserve allows processors to include a larger quantity of jam in their products."

The Bakbel plant includes a new laboratory which the company is keen for processors to visit. "Manufacturers are welcome to come and work with the development team on new projects," says Morrow. The company offers tailor-made solutions and will either work from a brief or alongside a company to help it improve its recipes.

Fruit, the majority of which is supplied from Eastern Europe, can be selected to match individual requirements. "We ideally like to be involved at the point that the new product development brief is drawn up, so that we can aid manufacturers in their choice of fruit. For example, if you're making a product with visible strawberries, then smaller, firmer fruit would be appropriate," he explains.

"It might take longer for us to reach a business deal, but you're producing a better product and it helps to build strong relationships with customers."

British Bakels hopes to sell 500t of Bakbel product on an annual basis.