Near the start of 2016, Oprah Winfrey, one of the greatest of American trend-influencers, said three words every baker yearned to hear, “I love bread!” Her video sparked a viral following and provided great free publicity for one of the oldest and most-honored foods throughout human history.

Tradition is the foundation that grounds much of the bakery industry’s continued success. We see this immutable fact across nearly every category, with leading companies selling billions of dollars of traditional baked goods that have long stood the test of time. These are core products beloved by millions of shoppers.

The National Restaurant Association’s annual show was packed again this year, displaying many better-for-you food and menu options with bolder, spicy flavors; portion-controlled packaging; and even Chicago-style, deep-dish pizza that’s gluten-free. In fact, more gluten-free food exhibits showcased new products than ever before.