Snack Food & Wholesale Bakery - September 2008 - (Page 36)

Market Trends Easy Does It Both consumers and foodservice operators want frozen cakes, pies and other desserts in a portable, easy-to eat form. Yes, in the end, it does matter how you slice it. By Marina Mayer Y Photo courtesy of Sara Lee Foodservice ou scream, I scream, we all scream for ice cream. Or so the saying goes. There’s no use in screaming anymore because the frozen desserts category has made it easier for consumers to indulge on rich, savory treats without creating a commotion. Today’s always-on-the-move way of life prevents consumers from spending time in the kitchen preparing frozen desserts. In response, frozen cake and pie producers have taken the process into their own hands by providing dessert lovers what they crave without all of the shrills and frills. Frozen desserts have migrated into the no-fuss zone, one that’s comprised of portable, ready-to-serve, crumb-free, evensliced options. Now that’s something to shout about. For consumers wanting just a quick fix to curb that sweet tooth, single-serve slices now are available in supermarkets, vending machines and cafeterias. In June, The Eli’s Cheesecake Co. rolled out Eli’s Signature Single Serve Desserts, pre-packaged single Frozen Pies Rank Brand (For the latest 52 weeks ending April 20, 2008) Dollar Sales (in millions) % Change vs. Previous Year Dollar Share 10 Dollar Share Change vs. Previous Year THE TOP 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Edwards $84.9 Marie Callender’s $56.0 Sara Lee $50.4 Mrs. Smith’s Traditional Recipe $47.2 Sara Lee Signature Selections $24.3 Mrs. Smith’s $18.6 Mrs. Smith’s Special Recipe $15.6 Mrs. Smith’s Soda Shoppe $12.6 Claim Jumper $9.6 Weight Watchers Smart Ones $8.1 Total*: $354.4 0.0 +6.3 -1.3 -17.1 +63.5 +2.3 -37.8 +2.9 +10.2 +29.6 +1.0 24.0 15.8 14.2 13.3 6.9 5.3 4.4 3.6 2.7 2.3 100.0 -0.2 +0.8 -0.3 -2.9 +2.6 +0.1 -2.7 +0.1 +0.2 +1.0 slices offered in such flavors as Original Plain Cheesecake, Tira Mi Su, Apple Tart and Brownie Cheesecake Swirl. “[People] want a variety of choices so they can consume or serve desserts to fit their eating occasion,” says Debbie Marchok, vice president of marketing for the Chicago-based company. Additionally, portion control can be as simple as just trimming the fat, so to speak. Also in June, Eli’s rolled out Skinny Eli, a reduced-calorie, no-sugar-added version of Eli’s Original Favorites, made with cultured cream cheese, Madagascar Bourbon vanilla, ricotta cheese, light sour cream and Equal, baked on a thin graham crust. The Skinny Eli line is available in Original Plain, Chocolate and Key Lime. So whether its single serve, twin packs or pre-sliced whole desserts, bakers are making it easier for consumers to indulge in their favorite desserts without the extra “weight” on their shoulders, hips, thighs and everywhere else. Keep It Simple Portion control has become increasingly popular outside the retail channel. Even restaurants are offering products tailored to America’s on-the-move lifestyle. For the last few years, the Schwan Food Co. has been on top of the easy-for-theconsumer bandwagon with its lines of pre-sliced pie wedges under the Edwards Continued on page 38 *Includes brands not shown Source: Information Resources, Inc. Total U.S. – Supermarkets, drug stores and mass merchandisers (excluding Wal-Mart) 36 Snack Food & Wholesale Bakery - SEPTEMBER 2008

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Snack Food & Wholesale Bakery - September 2008 Contents Editor’s Note For Goodness Sakes Better Than the Rest Unconventional Thinking Easy Does It New Products In the Comfort Zone Engineering Management The ASB Column Printer Keeps Production Running Equipment Briefs Better Than the Rest The Final Word

Snack Food & Wholesale Bakery - September 2008

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