POST-RELEASE 2026
a project that responds to the needs of the times
THE STORY CONTINUES: I LOVE BREAD
This year marked the third edition of the “I Love Bread” public event—a project that, year after year, wins the hearts of participants and visitors to the Modern Bakery Moscow | Confex | Gotovo exhibition cluster.
“I Love Bread” is not just a campaign, but a movement that brings together everyone who appreciates authentic flavor and cares about their health. We’re restoring bread to its rightful place on the table, inspiring culinary discoveries, and proving that bread isn’t a thing of the past—it’s a vibrant, delicious, and healthy part of the present. It’s the foundation of a balanced diet, providing energy and bringing generations together.
“I Love Bread” is not just a campaign, but a movement that brings together everyone who appreciates authentic flavor and cares about their health. We’re restoring bread to its rightful place on the table, inspiring culinary discoveries, and proving that bread isn’t a thing of the past—it’s a vibrant, delicious, and healthy part of the present. It’s the foundation of a balanced diet, providing energy and bringing generations together.
THE PULSE OF THE BREAD MARKET
Although sales of bread and baked goods in Russia increase by 1.5% in 2025 compared to 2024—from 7.3 to 7.5 million metric tons— (source: BusinessStat), there was a shift in demand among various product categories: there has been a noticeable decline in sales of traditional varieties of bread and baked goods made from wheat, rye, and a mixture of rye and wheat flour. At the same time, certain market segments are growing rapidly.
Semi-finished bakery products are becoming particularly popular among bakeries and retailers, with sales of these products rising by 8% in 2025. The demand for semi-finished bakery products is driven by a number of advantages: logistics costs are reduced through frozen delivery; it becomes possible to bake “fresh” products locally right at the point of sale; and product assortment flexibility is ensured through rapid product rotation.
Another category that grew by 19% in 2025 was “pastries, pies, and donuts.” These items are convenient to eat “on the go” and fit well into the snack category.
Another category that grew by 19% in 2025 was “pastries, pies, and donuts.” These items are convenient to eat “on the go” and fit well into the snack category.
CONSUMER TRENDS: HERE AND NOW
For many modern consumers, it is precisely the convenience of “here and now” that has become the deciding factor in their choices: traditional bread is giving way to products that can be quickly purchased, eaten without any preparation, and easily incorporated into a busy urban lifestyle. As a result, bread is increasingly viewed not as a staple of the diet, but as a product that can easily be replaced by more convenient food options, which often lack nutritional value.
It’s worth mentioning those who consciously choose not to eat bread for reasons related to their ideas about a healthy lifestyle. For some consumers, bread is still a food that is mistakenly associated exclusively with “excess carbohydrates,” weight gain, and a lack of control over their diet.
That is precisely why it is often the first item to be excluded from the menu, without taking into account all the nutrients the product contains.
Therefore, systematic efforts to foster a culture of consuming traditional bread varieties and to dispel persistent myths surrounding them remain a key priority for the industry. And initiatives such as “I Love Bread” are indeed timely and much needed.
It’s worth mentioning those who consciously choose not to eat bread for reasons related to their ideas about a healthy lifestyle. For some consumers, bread is still a food that is mistakenly associated exclusively with “excess carbohydrates,” weight gain, and a lack of control over their diet.
That is precisely why it is often the first item to be excluded from the menu, without taking into account all the nutrients the product contains.
Therefore, systematic efforts to foster a culture of consuming traditional bread varieties and to dispel persistent myths surrounding them remain a key priority for the industry. And initiatives such as “I Love Bread” are indeed timely and much needed.
TO FALL IN LOVE, YOU NEED TO GET ACQUAINTED: THE VIEW OF SCIENCE
A scientific approach helps revive the culture of bread consumption and dispel entrenched stereotypes. To this end, for several years now, as part of the business program of the Modern Bakery Moscow exhibition, a symposium titled “Bread—The Foundation of a Healthy Diet” has been held in collaboration with the International Industrial Academy, where experts provide an objective assessment of the product and present factual information.
Alla Vladimirovna Pogozheva, a leading research fellow at the Federal Research Center for Nutrition and Biotechnology, Doctor of Medical Sciences, and professor, delivered a presentation titled “The Benefits and Appeal of Bread from the Perspective of Healthy Eating.”
Alla Vladimirovna Pogozheva, a leading research fellow at the Federal Research Center for Nutrition and Biotechnology, Doctor of Medical Sciences, and professor, delivered a presentation titled “The Benefits and Appeal of Bread from the Perspective of Healthy Eating.”
Her presentation served as an important and compelling argument for everyone who still views bread as “empty calories.” Professor A.V. Pogozheva cited statistics that clearly demonstrate the fundamental role of bread in the Russian diet.
“A healthy diet,” Alla Vladimirovna emphasized, “consists of grain-based foods (including whole grains), a variety of fruits and vegetables, low-fat dairy products, as well as meat, poultry, and fish. Bread is a key element of this food pyramid.”
The expert discussed the nutritional value of the product in detail. Bread is not just a source of energy, but also an important component of a balanced diet. It is rich in complex carbohydrates, dietary fiber, plant protein, and B vitamins—including thiamine, niacin, riboflavin, and folate—as well as essential minerals such as magnesium, phosphorus, iron, zinc, and selenium. Replacing bread with processed foods or eliminating it entirely from your diet is, in fact, not the best choice for your health.
Alla Vladimirovna also talked about the micronutrients that can be used to enrich the product:
• Vitamins B1 (thiamine), B2 (riboflavin), B6 (pyridoxine), PP (niacin), folic acid, and beta-carotene;
• Minerals: iron, calcium, and iodine.
On modern biotechnologies in baking, which include: the fermentation of starter and dough, yeast, sourdough, and enzymes; Irina Viktorovna Matveeva, Deputy General Director for Business Development at PishchePromProdukt LLC, Doctor of Technical Sciences, and professor, spoke about innovative solutions in light of consumer demand and the benefits they offer to manufacturers.
Alla Vladimirovna also talked about the micronutrients that can be used to enrich the product:
• Vitamins B1 (thiamine), B2 (riboflavin), B6 (pyridoxine), PP (niacin), folic acid, and beta-carotene;
• Minerals: iron, calcium, and iodine.
On modern biotechnologies in baking, which include: the fermentation of starter and dough, yeast, sourdough, and enzymes; Irina Viktorovna Matveeva, Deputy General Director for Business Development at PishchePromProdukt LLC, Doctor of Technical Sciences, and professor, spoke about innovative solutions in light of consumer demand and the benefits they offer to manufacturers.
“Enzymes are unique catalysts with unique functions; they are found in all living organisms; they are absent in the finished product; they improve the baking properties of flour; they ensure a new level of bread quality; they shape the rheological properties of the dough; they enable a new level of freshness retention; they enhance the safety of finished products; conserve resources; integrate seamlessly with traditional technologies; and enhance production sustainability.”
Talking about bread today isn’t about nostalgia for the past; it’s about quality of life, innovation, health, and the ability to make informed choices based on accurate data.
PHOTO ZONE: WITH US, YOU’VE GOT A FULL PLATE!
Theoretical concepts and scientific arguments found a vivid practical embodiment: right at the epicenter of the business and creative energy of the Modern Bakery | Confex | Gotovo 2026 exhibition cluster, an electric atmosphere reigned for three days.
Here, under the gaze of cameras and the flash of lights, an installation of unique art objects was created, becoming a center of attraction for all participants and visitors.
A professional photographer captured the most genuine emotions, depicting the joy of discovery and pride in one's profession.
The first installation was dedicated to the idea of unity, professional solidarity, and the shared values that bring industry professionals together. At its core was the image of a plate of bread as a symbol of well-being, hard work, and daily creativity.
The phrase “WITH US, YOU’VE GOT A FULL PLATE!” became the conceptual centerpiece of the composition, taking on special significance in this context. It emphasizes an atmosphere of solidarity, mutual understanding, and a sense of belonging to a unified professional community.
Here, the bread on every plate serves not only as an invitation to eat bread, but also as a metaphor for a shared endeavor that unites producers, food technologists, bakers, and all market participants.
Here, under the gaze of cameras and the flash of lights, an installation of unique art objects was created, becoming a center of attraction for all participants and visitors.
A professional photographer captured the most genuine emotions, depicting the joy of discovery and pride in one's profession.
The first installation was dedicated to the idea of unity, professional solidarity, and the shared values that bring industry professionals together. At its core was the image of a plate of bread as a symbol of well-being, hard work, and daily creativity.
The phrase “WITH US, YOU’VE GOT A FULL PLATE!” became the conceptual centerpiece of the composition, taking on special significance in this context. It emphasizes an atmosphere of solidarity, mutual understanding, and a sense of belonging to a unified professional community.
Here, the bread on every plate serves not only as an invitation to eat bread, but also as a metaphor for a shared endeavor that unites producers, food technologists, bakers, and all market participants.
The centerpiece of the installation was a real “bread shower”—symbolizing the continuous process of modern bread production, its technological sophistication, and high productivity. The diversity of bread products highlighted the scale of the baking industry, its ability to ensure a steady supply of high-quality products, and its capacity to meet growing market demand.
This idea was made possible thanks to the support of our partner and exhibition participant—the Russian company Solo-bake—whose cutting-edge solutions and manufacturing technologies
This idea was made possible thanks to the support of our partner and exhibition participant—the Russian company Solo-bake—whose cutting-edge solutions and manufacturing technologies
help improve the efficiency, reliability, and flexibility of baking processes, opening up new opportunities for the industry’s development. At the exhibition, tradition blends seamlessly with innovation, and the profession of a baker takes on a new meaning: as an art form in which not only skills but also inspiration, character, and the ability to create a truly vibrant product are essential.
WE LOVE BREAD
The “I ❤️ Love Bread” project, created by the organizers of the
Modern Bakery Moscow | Confex | Gotovo exhibition, has become a heartfelt expression of love for bread and the people who make it every day.
For us, this is an opportunity to share the hard work, knowledge, craftsmanship, and warmth that go into each product, and to remind everyone once again of the important place bread holds in the life and culture of our country.
We invite participants and guests to continue sharing their stories, photos, and initiatives using the hashtags
#ilovebread #I❤️bread #ялюблюхлеб #я❤️хлеб
to work together to promote bread, uphold the prestige of the profession, and pass on our love for it to future generations.
#ilovebread #I❤️bread #ялюблюхлеб #я❤️хлеб
to work together to promote bread, uphold the prestige of the profession, and pass on our love for it to future generations.
But that's not all...
WE'RE READY TO KEEP SURPRISING YOU: THE WORLD OF GOTOVO
The bread-themed story continued with the vibrant and dynamic Gotovo exhibition area for ready-to-eat food producers, which made its debut this year. Here, guests were greeted by an unusual art installation: a huge 3D container-tray for ready-to-eat meals and soups.
Inside this culinary hub, guests were greeted by a full-course meal: bright red cherry tomatoes, emerald-green broccoli florets, and the stars of Italian cuisine—farfalle pasta and minestrone soup. Anyone who wanted to could step inside this food stall and become the main ingredient of the perfect meal.
To make the photos even more meaningful, guests were offered a selection of colorful “armbands” with slogans that became real hits:
- “Excellence in Packaging,” “Ultra-hermetically Sealed,” “Automatically Portioned”—these phrases reflect the high-tech approach of our partner company, G. Mondini, to ready-to-eat food packaging. The company’s solutions ensure full automation of the production process, precise portioning, and a high level of packaging hermeticity, which is crucial for preserving product quality and ensuring its safety at all stages of storage and distribution.
- Utra Fresh Gotovo “Freshness Inside” — a symbol of impeccable storage from OSQ Group, Russia’s largest manufacturer of cardboard packaging for the HoReCa, retail, and food production sectors. The concept highlights the importance of modern packaging solutions in ensuring freshness, logistical convenience, and product safety.
- "Breadcrumbs—hot and unforgettable"—a reminder that bread is the soul of any dish, even a ready-made meal.
The photo zone became more than just a striking focal point and a spot for striking photos; it was a meaningful art installation, imbued with meanings and values that reflect the key principles of the prepared foods industry and modern baking. Through visual imagery and symbolic accents, it conveyed the ideas of quality, technological innovation, safety, freshness, and professional responsibility, forming a comprehensive picture of the industry’s current state and future prospects.
Once again, the Modern Bakery Moscow | Confex | Gotovo exhibition has reaffirmed its status not only as a key industry platform showcasing cutting-edge technologies and modern solutions for the bakery, confectionery, and ready-to-eat and semi-finished food sectors, but also as a significant cultural and social hub for industry professionals.
Once again, the Modern Bakery Moscow | Confex | Gotovo exhibition has reaffirmed its status not only as a key industry platform showcasing cutting-edge technologies and modern solutions for the bakery, confectionery, and ready-to-eat and semi-finished food sectors, but also as a significant cultural and social hub for industry professionals.