Milling & Baking News - December 29, 2009 - 26

it at No. 2 just four weeks after launch.
After eight weeks, it became the No. 1
cupcake in the category. A high quality
product at a great value for consumers
is always a successful equation."
In March, Flowers Foods, Inc.,
Thomasville, Ga., introduced four
snack cakes under its Blue Bird brand.
Two of the products - Blue Bird
Creme-filled Carrot Cake Bingles and
Blue Bird Creme-filled Frosted Bingles
- have been discontinued, but the
other two items have performed well,
said Brent Bradshaw, brand manager
for Flowers Foods.
"The Banana Pudding Cupcakes,
which are being sold under both our
Blue Bird (direct-store-delivery) and
Mrs. Freshley's (warehouse) brands,
have enjoyed the greatest success,"
Mr. Bradshaw said. "Cupcakes are a
longtime favorite in the snack cake category and have actually been growing
in popularity of late. That, combined
with their unique flavor, has made the
Banana Pudding Cupcakes a success."
The fourth product introduced -
100-Calorie Mini Lemon Cupcakes -
has done well since its launch, and Mr.
Bradshaw said Flowers is "waiting to
see how they perform during the upcoming 'diet season' after the first of
the year."
In general, Mr. Bradshaw said Flowers has noticed a "slow down" in the
better-for-you cake category.
"Since these items are typically a bit
more expensive than other types of
snack cakes,
we
expect
this to turn
around when
the economy
improves, especially as we
anticipate the
healthy eating trend to
continue," he said. "We believe there is
a future for both better-for-you and indulgent snack cakes and Flowers Foods
will continue to offer consumers both."
Another company with better-foryou offerings is Weight Watchers International, Inc., New York. The company is in the fifth year of its partnership with Dawn Food Products Inc.,
Jackson, Mich.
The two companies introduced the
line of bakery snacks in 2004, expanded it in 2006 with additional flavors, in
2008 launched the products in 7-Eleven stores, and earlier this year added
products to its retail line, including a
chocolate brownie, banana nut muffin
and peanut butter cookie.
The new items are being counted on
bakingbusiness.com / world-grain.com



Private label push

ike most grain-based foods categories, the branded sweet goods segment has felt
pressure from private label competitors. According to Information Resources,
Inc., Chicago, private label bakery snacks amassed $123,828,300 in dollar
sales in the 52 weeks ended Nov. 29. While this total was not quite half of what
top players Hostess Brands, Inc. and McKee Foods Corp. generated during the
period, the 12% gain in dollar sales bested both companies and the 14% gain in
unit sales was equally impressive.
Early in the year, QuikTrip Corp., Tulsa, Okla., opened a QT Kitchen in Ellenwood, Ga., that further strengthens its ability to distribute baked goods. The company also plans to open a facility in Dallas. Meanwhile, La Crosse, Wis.-based
Kwik Trip Inc., which operates a chain of 365 convenience stores in Iowa, Minnesota and Wisconsin, moved forward on plans to double the size of its bakery in
La Crosse to produce a variety of donuts, cookies, sweet rolls, bagels, muffins and bread.
More recently, 7-Eleven, Inc., Dallas, added 15 packaged private label bakery items -
including snack cakes and pies, mini-donuts and breakfast pastries - to its line of products.
"Our goal was to match or improve on the taste and quality of the baked goods by
the national brands," said Joe Hermes, 7-Eleven senior product director for bakery and
produce. "If you can do that and save a customer money, they're more likely to become
loyal to that product." MBN
to spur sales for the brand, which saw
dollar sales drop 35% to $28,471,630 in
the 52 weeks ended Nov. 29, according
to I.R.I. Unit sales of Weight Watchers,
meanwhile, fell 36% in the period to
8,276,149. At least part of the reason

for the decline may have to do with the
economic environment, as the Weight
Watchers brand, at $3.44 per unit, had
the highest per unit price of any of the
top 15 brands tracked by I.R.I. MBN
-

Eric Schroeder

DAI(OTA

SPECIALTY MILLING

Grains for all reasons'

There's A Reason Specialty Is Our Middle Name.
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At Dakota Specialty Milling our specialty is the right mix of
people, products, and services. Our first-class milling facilities are
in the heartland of America's grain belt, giving us direct access to
premium, locally grown grains. Working with customers to deliver
a consistent product mix, we are the trusted ingredient supplier for
America's leading brands of variety breads, cereals, crackers, granola,
and nutrition bars.
Dakota Specialty Milling. The specialty mill for all reasons.

www.DakotaSpecialtyMilling.com

800.426.7045

Milling & Baking News December 29, 2009 / 27

http://www.DakotaSpecialtyMilling.com http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - December 29, 2009

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