BJ's Rolls Out High-End Store Branded Baked Goods

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June 17, 2010

BJ’s Wholesale Club launched Wellsley Farms brand pastries inspired by European artisans-style products such as breads, croissants, Danishes, muffins and other pastries.

The new line, featuring enhanced ingredients and old world baking processes, is baked throughout the day at BJ’s 189 locations.

“We worked with some of the finest bread makers and leading pastry bakers to create the perfect blend of old-world traditions with the latest technology,” Michael Coppola, vice president and divisional merchandise manager told Progressive Grocer. “You can taste the difference from even just one bite of these top-notch breads and delectable treats!”

Wellsley Farms breads are made from all-natural ingredients, mixed and handcrafted in small batches. They are shaped and partially cooked before shipment to BJ’s where they are baked-off in the stores. Loaf varieties include French Baguette, Multigrain, Neo-Tuscan Boule, Pane Italiano, Roasted Garlic, Rosemary Pugliese, and Sesame Semolina.

Imported from Europe, BJ’s croissants are made by allowing the dough to ripen for several hours before baking. The chain’s Danish pastries are made using the same croissant dough.

The muffin mix, on the other hand, is a blend of a moist cream cake mix and a traditional New England recipe.

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