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Friday July 13, 2007

Bakery set to open more stores

THE BAKERY MOMENTS,
Times Square, Lot No K-01-01,
First Floor, Berjaya Times Square,
Jalan Imbi, 55100 Kuala Lumpur.
Tel: 03-2148 4663
Business hours: 10am to 10pm daily.

By ESTHER CHANDRAN
estherc@thestar.com.my
Photos by AZLINA ABDULLAH

WE may be a rice-eating society but there's definitely an inclination to breads, judging from the number of bakeries that have surfaced in the city.

Cosy : One of The Bakery Moments outlets at Berjaya Times Square.
Walk into any shopping centre in the Klang Valley and the fragrant, pleasing aroma of freshly baked bread allures the senses to locate the source. Of course, the long queues and image of bakers, busy preparing bread, buns, croissants and pastries tells of an outlet's roaring business.

Norwegian breads too found its way to our shores when The Bakery Moments opened its doors in 2005. The bakery is a joint venture effort between Din Baker Handel Sdn Bhd and Din Baker Handel AS.

Din Baker AS is the owner of Pure Norway, a brand featuring a range of Norwegian products comprising bread and cake premixes, natural jam, canned salmon and other products. As such, all breads and buns at Berjaya Times Square, Ikano Power Centre, Kuala Lumpur International Airport and DiGi headquarters in Shah Alam outlets are made using Pure Norway ingredients.

Din Baker Handel country manager Eric Leong said there were 320 Bakeryet (the bakery’s name in Norway) outlets and 64 café bakeries in Norway.

Healthy and palatable: All the sandwiches available are made from wholemeal breads.
Malaysia was the first country outside of Norway to have the Bakeryet chain.

“We decided to name it The Bakery Moments because it is much easier to pronounce than Bakeryet (pronounced Bakariat),” said Leong adding that Din Baker AS delivers premium bakery products to over 2,000 grocery stores and hotels, the Norwegian Army, several airlines and its own stores. The company also has a flourmill, Norgesmollene.

“Our breads are of premium quality as Norwegians are particular about the quality of their bread as bread is pretty much their staple. Our breads are made with high quality imported ingredients.

“The breads have high percentage of fibre with no preservatives added,” said Leong explaining that the bread premix contained wholemeal flour with wheat, rye, barley and oat.

As such, white bread is not available at the bakery as only whole meal types like Family Favourite Bread, Multigrain Bread, Oat and Pumpkin Bread, Fjord Bread, Mountain Bread and Low Carb Sunflower Bread are used to make its hearty healthy sandwiches.

“The wholemeal flour gives a natural high content of non-soluble fibres to the bread which is very good for the digestive system,” he said.

Enticing: These sweet delights will surely make you forego your diets.
Some of the hot selling sandwiches here are Special Beef Salami, Champaign Chicken Delight, BBQ Bugwich, Jumbo Special, Herby Rosemary Roasted Chicken, Green Garden, and Dancing Chicken with Mushrooms.

Prettily laid out on trays through window displays are pastries and buns like Cinnamon Bolle, Sunny Bolle, Princess Bolle, Coconut Bolle, Chocolate Berry Bolle, and Strawberry Puff. 'Bolle' is Norwegian for bun.

According to Leong Din Baker Handel targets to open 15 stores in a period of three-years

Pure Norway products will be available at grocery stores from August 1.

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