Corporate Profiles - 2020 - 16

INDUSTRY REVIEW: GRAIN-BASED FOODS

those savings to the bottom line, primarily due to inflationary headwinds
from things like labor, ingredients, packaging and transportation," Mr.
McMullian said.
He described the baked foods sector as "pretty flat over the last several
years."

While the COVID-19 pandemic early on dampened interest in indulgent baked foods as consumers instead focused on other staples, the tide
has shifted, and demand for products typically consumed for comfort, like
cookies, has ramped up.
In the 52 weeks ended Aug. 9, dollar sales in the cookies category
totaled $9.52 billion, up 6.7% from the same period a year ago, according to data from Information Resources, Inc., a Chicago-based market
research firm. Unit sales during the same 52-week period increased 1%
to 3.65 billion.
Mondelez International, Inc., which owns the four largest brands in the
category and commands a nearly 40% share of the dollar share market,
keyed the sales gain, as dollar sales in the period surged 10.2% to $3.74
billion for the Chicago-based company.
Mondelez's Nabisco Oreo brand, the category's largest brand, posted an
18% increase in sales during the period and now exceeds $900 million.
Mondelez also may take credit for the boost at Tate's Bake Shop, a
manufacturer of thin, crispy cookies and other baked foods. Acquired by
Mondelez in mid-2018 for approximately $500 million, Tate's operates
as a separate, standalone business with headquarters in Long Island, NY.
Sales of Tate's Bake Shop branded cookies soared 23% in the 52 weeks
ended Aug. 9 to $108.36 million, vaulting Tate's inside the top 20 cookie
brands in terms of dollar sales.
Another move expected to breathe life into the category was the
announcement in late July that Ferrero Group would look to tap into
Keebler's long-slumbering potential. Ferrero acquired the Keebler, Famous Amos, Mother's and Murray cookies brands last year in a transaction

LEADING

1
2
3
4
5
6
7
8
9

cookie vendors

Mondelez International, Inc.
McKee Foods Corp.
Pepperidge Farm, Inc.
Keebler
Voortman Cookies Ltd.
Lofthouse Foods
Tate's Bake Shop, Inc.
Bimbo Bakeries USA, Inc.
D.F. Stauffer Biscuit Co.
Private label
Total

©YEVHENILA - STOCK.ADOBE.COM

COOKIES COMMAND ATTENTION

valued at $1.3 billion. Since the acquisition, Ferrero has dedicated time
to overhaul the brands with new formulations, packaging and marketing
strategies.
The effort to date for the Keebler business has included new recipes for
Chips Deluxe, Fudge Stripes and Sandies cookies. Formulation changes
include the removal of high-fructose corn syrup and a switch to natural
vanilla.
Fresh faces also once again are finding opportunity in the cookie category.
LesserEvil Healthy Brands LLC, a Danbury, Conn.-based company
known for its portfolio of organic popcorn, grain-free paleo puffs and egg

LEADING

Dollar sales
$3,495,682,268
$573,878,064
$479,731,092
$432,178,194
$125,540,685
$122,479,811
$107,253,927
$102,804,176
$89,908,622
$1,423,047,487
$8,646,595,290

% change
from
year ago
10.6%
7.9%
15.9%
-2.7%
6.3%
-9.4%
27.4%
11.7%
6.5%
3.6%
7.5%

1
2
3
4
5
6
7
8
9

cookie brands

Oreo
Chips Ahoy!
belVita
Oreo Double Stuf
Little Debbie
Milano
Little Debbie Nutty Bar
Nilla
All other Nabisco products
Private label
Total

Dollar sales
$850,430,328
$678,094,884
$376,363,264
$345,288,736
$278,778,711
$185,917,686
$180,807,872
$176,351,250
$155,917,061
$1,423,047,487
$8,646,595,290

% change
from
year ago
19.8%
11.0%
8.1%
17.1%
8.3%
18.3%
3.9%
12.5%
10.4%
3.6%
7.5%

Data for 52 weeks ended July 12, 2020
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers, Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Information Resources, Inc.

16 \ October 2020

Milling & Baking News * Food Business News * Baking & Snack * Meat+Poultry * Pet Food Processing

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Corporate Profiles - 2020

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