The Search for the Lost Roll - the Challah Twist story.

    14 months ago marked the beginning of a new bread obsession for Udi’s.  A flour filled fervor that led us through the U.S.A, Europe, and Israel. It was the search for a roll that was lost from our menus a decade and a half ago.

    This special roll had to come off of our menus due to its additives and non-artisan qualities. Despite it's wonderful texture, crust, crumb, and taste, it was simply not udi-ful enough to be a keeper. Over a year ago however, we found that some of our sandwiches were getting tired. They were full of variety and deliciousness, yet lacking a new flare. It had come time to reinvent that wonderful bread we dismissed so long ago. This time, kneaded with the natural qualities and handcrafted care which Udi's foods are famous for.

    The adaptation process began with a look at our existing soft bread “repertoire”. This roll however, began demanding more attention than merely a quick review. So Udi headed across the country to New York, then L.A. with several stops in between. After many tests and recipes, Udi decided it was time to board a plane to Europe. Surely France, Italy, or Germany would have that flavor that pushed Udi's palette to this journey in the first place. After dozens of panetterias, boulangeries and Bäckereien turned up nothing - he headed for Israel. Hundreds of rolls later, in a small and unassuming bakery in Tel-Aviv, he realized; “We've had it all along in our own bakery: the Jewish Challah!”  All this special roll would take were some simple adjustments.

    Within a few months our bakers perfected a new roll. One that is delicate and light in texture, yet dense enough to support any sandwich's “stuffing” without making a mess. It's taste is sweet and elegant and it's twist appearance is an homage to its Challah ancestor. Behold the Challah Twist.

    We were now ready to reinvent the classic American sandwich for the 21st century. We re-examined our entire menus and cleaned them up, adding and removing items as necessary and updating others. We also decided that in a time of economical instability, we would not follow the trend of cutting quality for costs. Instead, Udi's will provide even better ingredients where possible, and raise our own high standards at the cost of profitability.

    When you review our 2009 menu, you’ll see we've also added new, original, mouthwatering salad entrees and side salads. We'll write more on these next time.

    Be sure to ask our office and catering staff about sampling some of these new items for yourself, and see what the 14 month fuss was all about.

    Until next time, Be Udiful.

Comments

[Kelly]

Is this gluten-free? My husband and I eat GF and your breads are BY FAR the best we've found! Hands down! I am always telling people via my blog about your awesome products! I am ready for the granola to make its way to my neck of the woods!

[Nadine Wallack]

Will you be shipping the Challah Twists to Whole Foods in Massachusetts?

The sandwich white and multigrain breads are usually available but the muffins only sometimes. Your products are delicious! Us glutten free consumers "pine" for more. Thanks
Nadine