inStorebuyer - July 2011 - 28

consumerinsight
CONSUMER TASTES AND TRENDS

Can a bakery be both – indulgent and health conscious? How? Yes. We believe the bakery of the future will have a solid offering of both indulgent and better-for-you items. In doing so, the bakery can address the dynamic needs of different consumers and for different purchase occasions. When consumers seek true moments of indulgence, for celebrations, events or after-dinner dessert, the bakery should offer fresh cakes, cupcakes, etc. for those special moments. At the same time, consumers who seek solutions for everyday snacking or portion control, are drawn in by fresh, better-for-you products that they don’t have to feel guilty about enjoying. Additionally, one of the main drivers of the mini dessert trend is that consumers want to indulge but still strive to maintain portion control. This is a great opportunity to meet the needs of consumers seeking indulgence within reason. New innovations such as our Sensibly Indulgent Cupcakes allow consumers to indulge in a full size cupcake for only 120-calories. This is a compelling proposition for bakery shoppers. Tell us more about the following new products from CSM Bakery Products and how they deliver on bakery shopper trends? TranSmart Thaw & Serve Trans Fat Free Cakes: Our new line of TranSmart™ Thaw & Serve Trans Fat Free Cakes delivers a ‘better for you’ consumer option and features the superior taste and a performance

profile our customers expect from Brill branded products. We offer base-iced, dessert, celebration and holiday cakes that not only appeal to consumers, but also help bakeries and foodservice operators comply with regulatory requirements, and streamline customer operations by eliminating the need to have two versions of essentially the same product: one with, and one without, trans fat. Sensibly Indulgent Cupcakes: Our innovative Sensibly Indulgent cupcakes meet consumers’ desire for a sensible, indulgent treat. A typical bite-sized cupcake has over 100 calories while our Sensibly Indulgent cupcakes are full-size with only 120-calories, low saturated fat and no trans fat! They are available in four varieties and are a great better-for-you complement to current bakery offerings. Coffeehouse Muffins: The muffin category is one of the strongest in bakery and has out-paced growth of the total bakery in the last year. Consumers enjoy muffins for breakfast but they are often eaten as a mid-day or midnight snack, especially when they are topped or ultra-decadent. This collection offers an opportunity to differentiate with a uniquely flavored muffin collection and drive volume by adding news to the category. Coffeehouse Collection targets those consumers that want an indulgent breakfast muffin or desire to have a decadent muffin as a mid-day snack. The line is made with premium quality, “real” ingredients, such as wild blueberries and the finest cinnamon from Southeast Asia. It has nine

decadent flavors with a twist from Jazzy Blueberry Pancake to Georgia Peach Cobbler. Unique Message Cookies: We noticed that message cookie sales were peaking around certain holidays. Our research tells us that consumers seek convenience solutions for gifts or events in the form of giftable products. In order to provide our customers with a unique solution, we designed message cookie cards that corresponded to these seasons where message cookies are strongest. These message cookie cards offer a convenience to consumers by providing a gift and a card all in one. Shoppers also want more value at the instore bakery? How does the industry rise to this challenge? Consumers appreciate high quality, fresh products and will purchase accordingly. Minis, individuals, and small package options allow consumers to buy high quality products at a budget-conscious price. Increasingly shoppers are looking for ways to save money. Incidence in loyalty programs and services like Groupon have dramatically increased in the last few years as shoppers seek more ways to stretch the budget. ISBs who leverage these programs will be viewed as offering value in the bakery. What types of new merchandising and promotion ideas can be successful in drawing in more customers to the instore bakery? We’ve had a lot of success by providing our customers with cross-

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inStorebuyer - July 2011

Table of Contents for the Digital Edition of inStorebuyer - July 2011