Baking & Snack - November 2013 - 54

PREMIUM SWEET GOODS

New frontier in c-stores
While many premium sweet goods purchases happen in
the in-store bakery, c-stores are starting to step up as a
new channel for this category.
"There is a transition going on with convenience stores,
"
said Tim Kanaly, division president for Legendary Baking.
"They're trying a lot of things to differentiate themselves.
They're more into restaurant-quality foods. It's more than
grilled hot dogs.
"
By offering more foods typically served as meals, such
as sandwiches, instead of only snacks, c-stores have
begun competing with quick-service restaurants. As well
as more hefty meal options, Mr. Kanaly observed that cstores have become a big outlet for single-serving frozen
desserts. This new push to offer more substantial food
opens for bakers a new frontier of premium sweet goods.
Baking, Denver, has noticed that both larger and smaller
portions are in high demand now. "People want value,"
he said. "They want more bang for their buck." Large
value portions help shoppers with large families or who
are buying for large gatherings save money while smaller
portions help smaller households save money on wasted
product.
In its own consumer research, James Skinner Baking
Co. discovered this trend of shrinking households and
decided to cater to that consumer with its Perfect for
Two line. Perfect for Two consists of 8- to 10-oz pastries
instead of the company's usual 16- to 20-oz items.
Mini products also appeal to on-the-go lifestyles,

Make-Up
Systems

High-quality ingredients, such as high percentages of butter, are the markers of
premium sweet goods.
James Skinner Baking Co.

observed Mark Van Iwaarden, director of marketing for
Legendary Baking. "People want convenience," he said.
"They want to take it with them, throw it in their lunch
box or take it back to their desk."
The baking industry has seen a lot of changes in the
past few years, and some segments have had to rethink
their product lines to fit into the current mold of what
the public wants from bakery products. The market for
premium sweet goods, however, succeeds when it sticks
to what it does best, delighting consumers with quality
ingredients and processing with care. "The biggest thing
that people are trying to get out of a premium purchase
is they just want to be delighted," Ms. Gagne said. "They
want a premium sweet good because it's special."
As long as bakers of premium sweet goods remember
to stay true to those values, consumers will continue to
spend money and calories on being delighted.

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/ Baking & Snack / November 2013

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Baking & Snack - November 2013

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