Harry-Brot is responding to the growing popularity of air fryers and their use for toasting bread with a new line of air fryer bread. The line, which includes two varieties, will be available in stores starting May 11.

The new releases are whole loaves designed to fit standard air fryer sizes. According to the data, more than 43% of Germans already own an air fryer, and more than half use it at least once a week. By focusing on air fryers, Harry says it is bringing a fresh perspective to the bread aisle and expanding its existing product line with a usage-oriented category.

At the same time, the company is addressing key consumer needs such as time savings, ease of use, and consistent product quality. For example, around 57% of consumers state that quick and uncomplicated preparation plays an important role when eating (source: BMEL Nutrition Report 2025).

“With the Airfryer range, we are consistently applying an established preparation principle to the bread sector. In doing so, we are creating a new usage scenario and offering retailers additional shelf appeal,” says Katharina Frerichs, Head of Marketing at Harry-Brot. The two 300-gram Airfryer breads are priced at 1.99 EUR.

Photo: Pexels