Once you baked made your first that called for yeast… You were probably hooked, like me. There’s a ‘magic’ about it… However, if you’re impatient (or young), you also want ‘quick’. But do we really need a FASTER quick-rising yeast?
Fleischmann’s Quick-Rise Plus yeast promises results like this… Every time…
So why a FASTER yeast?
“Fleischmann’s, a trusted name in baking for over 150 years, is proud to introduce Fleischmann’s Quick-Rise Plus, a new innovation designed to make baking with yeast simpler and more approach-able, especially for beginner bakers.”
So proclaims the opening shot of the official news release. And thereby hangs a hint. ‘Beginning’ bakers are being targeted. And Flieshmann’s doesn’t want anyone with a craving for ‘faster, easier and more convenient’ to be left behind.
Spring is baking season?
Fleischmann’s insists Spring is ‘baking season’, and so has thrust upon us its latest creation: “Quick-Rise Plus offers home bakers an easy entry point to begin,” Fleischmann’s begins. But there’s more to this new yeast than we may have suspected… “The new addition to the heritage baking brand’s line-up features a yeast that allows dough to rise faster, and over 10 percent higher than our traditional yeast. Bakers can expect to achieve reliable bakery-quality results in less time and with less stress.”
[Aside: I expect BETTER-than-bakery quality results from my baking endeavours! – M.]
“We know for those just getting started, baking with yeast can feel intimidating,” says Fiona Haig-Zimmerman, Director of Marketing of ACH Food Companies, Canada. “Fleischmann’s Quick-Rise Plus was developed to remove the guesswork, delivering reliable, bakery-quality results faster and with fewer steps, so more people can feel confident baking with yeast at home.”
My take
“Overall baking yeast sales have not declined; rather, the global yeast market is experiencing signi-ficant growth, driven by rising demand in the baking, brewing, and food industries,” Google AI tells us. “While the consumer yeast category was in a long-term, pre-pandemic decline due to reduced home baking, the COVID-19 pandemic caused an “unprecedented” surge in sales in 2020 that created lasting interest in home baking.”
It’s clear that Fleischmann’s also saw a supposed ‘need’ for an even-faster-rising yeast in the emerg-ing youth market – post-millennials who prize convenience and speed above (almost) all else…
I personally don’t see the need for such a product. For any reason I could possibly imagine.
In fact, I’ve always found ‘waiting for the bread to rise’ a calming, quiet time during which I could enjoy an unhurried coffee, or a properly-enjoyed glass of wine, and reflect on the wonders of nature. Including the action of yeast. Waiting for yeast to make its magic is also conducive to self-appraisal, creative contemplation and reading. (Alas! A dieing art and pleasure)…
~ Maggie J.