Launched this week, this is the first time the company will directly tackle the consumer and marks a departure into new sales opportunities, notably in the high fibre - low carbohydrate segment of the supermaket shelves.
"To date, FACT has not had the opportunity to provide products directly to the consumer, as our sales to date have been generated through supply contracts with bakeries, distributors and other manufacturers that then market the products they create under their own brands or private labels," said Jacqueline Danforth, CEO of the Freehold-based company.
The line of mixes is expected to include a range of 6 to 8 different bake-at-home products and will be marketed under the brand name 'Healthy Lifestyle At Home'.
"We are extremely excited about the introduction of our own line of reduced-carbohydrate/high-fibre bake mixes," added Danforth.
The 'At Home' line will consist of mixes for bread, brownies, muffins, cookies and pancakes and will initially be offered for sale directly to the consumer via the Internet.
Bakery premixes fall into one of three general types: complete mix, dough base and dough concentrate. Complete mix is an all-inclusive, dry powder blend that requires the end user simply to add water; form or pan the resulting dough or batter; proof, if required; and bake.
Unlike a complete mix, dough bases are partial mixes that require the end user to add not only water, but often oil or shortening and eggs. Some bases might even be designed to provide a generic mix that can be modified with other ingredients to form various baked products. A typical dough concentrate, used extensively in industrial production, will contain shortening, dough conditioners, surfactants, dehydrated eggs and flavours.