General Mills Retail Foodservice will showcase its expansive line of Pillsbury frozen bread dough solutions and highlight how fresh-baked bread elevates the in-store bakery experience at the International Dairy Deli Bakery Association (IDDBA) 2025 trade show, taking place June 1-3 in New Orleans.

At the General Mills Retail Foodservice booth (#2209), attendees will have the opportunity to learn about and sample the Pillsbury portfolio of easy-to-use frozen and par-baked bread solutions – including Long French, French Italian, Italian, Sourdough, Wheat bread, Dinner roll, Kaiser roll, Steak roll, Bolillo, Hoagie and White Dinner Roll – designed to eliminate the most labor-intensive steps of baking while delivering fresh, high-quality results.

Other features of the General Mills Retail Foodservice booth include:

  • Live demonstrations with Chef Joe Cumm on Sunday, June 1 and Monday, June 2 from 1-2 pm
  • Technical baking experts available to share tips and troubleshoot common bread-making challenges
  • A new sweet treat: Pillsbury Thaw & Serve Chocolate Chip Blondie
  • Photo opportunities with the Pillsbury Doughboy and fun giveaways including tote bags, Pillsbury Doughboy keychains and stress balls

“Running an in-store bakery isn’t easy when you’re juggling limited time, labor, and space. That’s why we’re committed to helping simplify the process of baking fresh bread,” says Nicole Nelsen, director of retail foodservice at General Mills Foodservice. “Our frozen dough solutions eliminate the need for skilled labor and proof boxes, allowing bakeries to turn out consistent, high-quality bread with minimal effort. With versatile products, easy prep, and resources like online baking tips, troubleshooting guides, and merchandising support, we’re making it easier than ever to deliver that fresh-baked experience customers love.”

Additionally, General Mills consumer insights manager Betsy Kelly will lead a session on the power of fresh-baked bread to drive customer satisfaction and loyalty. Her presentation will take place on the “What’s In Store Live” stage on Monday, June 2 at 2:00 pm. Kelly’s presentation will provide a compelling look at the consumer trends, sensory drivers and sales opportunities that come with baking bread fresh onsite from both consumer and retailer perspectives.

“Bread is a staple, and even in tough economic times, it’s one of the most valued parts of the meal,” says Kelly. “Fresh baking not only elevates the perception of quality – it enhances the overall shopping experience and drives purchase intent. And we’ve developed solutions that make it easier than ever for grocery stores to offer fresh-baked bread with less labor and greater consistency.”