Milling & Baking News - April 15, 2014 - 12

Business 

Flowers to relaunch Cobblestone
brand targeting millennials
Continued from Page 1

have been and will remain important
to Flowers' business, emphasizing the
importance to the company of launches that are grounded in research gathered from focus groups and developing
"new products that fit with new trends"
and respond to different segments. The
comments served as a backdrop for
Mr. Alexander's discussion of millennials and Cobblestone Bread Co., the
only new product introduction in bread
highlighted in his presentation.
He went on to note both how large the
millennial generation has become and
how important it is as a consumer segment.
"Research shows that millennials, a
new and different demographic group,
think a little differently about certain
things," he said. "Born between 1982
and 2000, millennials represent (a major
part) of the U.S. population and nearly
80 million individuals. By 2018, they
will represent 30% of all retail sales in
America. Sixty-three per cent of millennials use social media to stay updated
on their favorite brands, and half of
them are accustomed to using mobile
technology while they shop. Millennials are eating more meals at home. They
enjoy cooking and want to learn more
about preparing meals. They are adventurous and crave variety.
"I also want to mention one other
fact. Sandwiches represent the No. 1
eating occasion with consumers because they are convenient, portable,
economical and versatile. With millennials in mind and recognizing that
sandwiches are part of so many of
our meals, we have developed a new
concept and a new brand that we will

12 / April 15, 2014 Milling & Baking News

"When I was at the checkout counter, I couldn't stop smiling just thinking
about how impressed my friends were
going to be and how much they were
going to love the sandwich," the woman
said. "And boy did they ever. Not only
was the sandwich as amazing as that
night at the restaurant, but I was a hero

launch later this year. Cobblestone
Bread Co. is the brand."
Explaining how Cobblestone is intended to "bring excitement to the category," Mr. Alexander
showed a 2.5-minute
video slideshow dramatization of a young
woman describing how
she discovered the new
brand.
"The other day some
friends and I went to
an amazing restaurant
everyone was talking about on-line," the
woman said. "It was
really cool. We all ordered something a little
unique from the restaurant's creative menu."
She described her Flowers Foods hopes to connect with millennials through distincdiscovery of "the most tive Cobblestone Bread Co. packaging and by allowing customamazing sandwich I've ers to send texts (see image bottom left) that will elicit menu
ever had in my life" ideas and even shopping lists.
with thinly sliced ham,
Gruyere cheese, and a Dijon cheese for sharing my amazing food find."
The video concluded with a narrator
sauce.
"What really made the sandwich all describing Cobblestone Bread Co. as
come together was bread," she said. "committed to providing sandwich lov"Oh, bread. Soft and chewy white bread ers with great sandwich inspirations and
the bread, buns and rolls that bring them
that was just out of this world.
"Yesterday, when I was at the store to life," adding the tagline, "the cure for
shopping for the party I'm having this the sandwich rut."
Mr. Alexander said Flowers will use
weekend, I just couldn't stop thinking
about that incredible sandwich. I wan- its food service expertise to help millendered over to the bread aisle thinking, if nials satisfy their interest "in exploring
I could just find the right kind of bread, unique flavors." He said the company
maybe, just maybe, I could actually pull will "bring chef inspired recipes together with our premium specialty breads."
this sandwich off.
"I knew none of my usual bread He categorized the product line as "evchoices would be quite special enough eryday artisan." The slide deck accomto recreate the delicious taste I was panying his presentation indicated the
looking for. But as I turned the corner, line will feature 12 core items supplesomething new caught my eye. Some- mented by "regional favorites." A full
thing called the Cobblestone Bread market roll-out is planned for mid-2014.
"Cobblestone Bread Co. embraces
Co. I was curious. The new packaging
was really striking. Different from the all lifestyles to enjoy flavorful bread
other bread I've seen. And as I picked sandwiches that will help consumers
it up to check it out, I noticed some- with simple recipes and on pack shopthing really cool. Not only was there ping lists for each item in the line," Mr.
an amazing looking sandwich on the Alexander said. "Also on trend will be
back, but there was a short little code mobile friendly how-to videos and acI could text for a ton of other great cess to other recipes and support. We are
recipe ideas. One of them sounded al- catering to a generation that wants to do
most exactly like the sandwich I was more than make a plain sandwich. They
looking for. How awesome is that? It want easy access to the tools and knowleven had a shopping list of the ingredi- edge that helps them achieve a similar
ents I need to make each of the specialty experience they can find at their favorite
sandwich shop. So we'll keep you postsandwiches.
She went on to finish her shopping, buying ed on Cobblestone Bread Co. as the line
rolls out." MBN
the ham, cheese and some Dijon mustard.
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