inStorebuyer - September 2012 - (Page 14)

baking&decorating TRENDS IN BAKING & FINISHING Donut Flavor Makeovers As you gear up for peak season of donut sales, here are a few important things to consider. Donuts are a key driver for instore bakery sales for the entire day — not just breakfast. Consumers now see Gourmet donuts as dessert. You can boost profits for the entire donut category by carefully introducing specialty donuts and seasonal flavors from October through Fat Tuesday, the time period during which donuts are in highest demand. Keep in mind that innovative retail bakeries are redefining the flavor profiles of today’s donut. New York City’s famous Doughnut Plant recently unveiled two new seasonal varieties: Orange Blossom Cashew and Peaches & Cream. Ginger is an increasingly popular flavor at Beaverton Bakery in Portland, OR, which makes a Ginger Lemon cake donut along with another fanfavorite, Caramel with Sea Salt. For an added kick, Beaverton Bakery tried a Red Chili donut. “We’re really working on our donut varieties,” says Beaverton’s Carrie Ann Schubert. “We’re trying to find a niche.” Dawn Foods showcased creative ways for instore bakeries to take advantage of this trend at this year’s International Dairy-Deli-Bakery Association show where Dawn featured new donut options like Maple Bacon Jalapeno long johns and Caramel Chocolate donuts topped with Cracker Jack candy. Kids particularly love donuts with candy or cereal pieces on top. Along those lines, Krispy Kreme recently unveiled two new donuts: Cotton Candy and the Caramel Apple Cake Donut. The Cotton Candy donut is an original Krispy Kreme glazed donut, dipped in cotton candy sugar. The Caramel Apple Cake donut is an apple donut drizzled with caramel icing. So what’s driving these trends? Leading consumer research groups point to the fact that consumers are craving nostalgic products they know in flavors or forms they haven’t tried before. “People want the same thing over and over — just the newest version,” says Harry Balzer, chief industry analyst for The NPD Group, which has tracked consumer eating behaviors for more than three decades. “We love new things we already know.” Julie Szmyd, manager of Doughnut Vault in Chicago, says their secret to success is focusing on simple classic varieties that appeal to people of all ages, from young children to grandparents. “Everybody loves our donuts,” Offering donuts in fun shapes and flavors is a successful way to drive new sales. | 14 | inStorebuyer | September 2012 |

Table of Contents for the Digital Edition of inStorebuyer - September 2012

inStorebuyer - September 2012
CSM Bakery Products
editor’snote - Functional Food Gains
Contents
front linenews
Package Makes Perfect
baking&decorating - Donut Flavor Makeovers
bakerydevelopment - Breads on the Rise
delidevelopment - Prepared for Growth
100 Years of Weis-dom
It’s Business
packaginginnovation - Sustainable Branding
packaginginnovation - Single Scene
health&nutrition - inStore Buyer’s Healthful Top 10
cheesecorner - Right in the Backyard
producttrends
productshowcase
marketplacenetwork

inStorebuyer - September 2012