Toufayan Bakeries introduces seed oil-free wraps

USA – Toufayan Bakeries, one of the largest family-owned bakeries in the U.S., is reshaping the wrap category with the launch of its new fully seed oil-free wraps made with pure avocado oil.

This bold innovation responds to growing consumer demand for cleaner ingredients and healthier alternatives, without sacrificing taste or texture.

Additionally, this innovation reflects a new wave of clean-label innovation.

Available in classic plain and wheat varieties, the wraps are crafted to deliver the soft, pliable texture customers expect, while offering a rich flavor profile ideal for burritos, quesadillas, thin-crust pizzas, and sandwich wraps.

 According to Karen Toufayan, Vice President of Marketing, the new products are a direct response to the rising interest in seed oil-free foods, a trend that has seen a 60% surge in online search interest over the past year.

“We heard the growing call from shoppers looking to avoid seed oils, and we moved quickly to create something that fits their lifestyle without compromising on taste or texture,” said Karen Toufayan, vice president of marketing.

“As a family-owned bakery, we’re always paying attention to what matters to families, and our new wraps made with avocado oil are a direct response to that demand”.

The wraps debuted at the International Dairy Deli Bakery Association show in New Orleans, where they received strong interest from both foodservice and retail buyers.

Toufayan’s ability to spot ingredient and lifestyle trends early has long been a hallmark of its success, and this latest launch reinforces its reputation for agility and consumer responsiveness.

In addition to the avocado oil wraps, Toufayan is also expanding its flatbread portfolio with a new lavash offering, a thinner, more flexible option that caters to the growing appetite for globally inspired and better-for-you choices.

The lavash is designed to meet diverse dietary needs, offering versatility for everything from pizza bases to roll-ups.

Across grocery delis and retail shelves, demand for wraps and flatbreads continues to climb, driven by consumers seeking convenient, health-conscious meal solutions.

Toufayan’s latest innovations check multiple boxes: clean ingredients, culinary versatility, and family-friendly appeal.

With nearly a century of baking heritage, Toufayan Bakeries remains committed to evolving with the times, honoring tradition while embracing innovation.

Its seed oil-free wraps are not just a product launch; they’re a signal of where the future of bread alternatives is headed.

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