Supermarket Perimeter - March 2019 - 19

Building trust
The emotional experience with the brand is often the ultimate influencer of purchase, says David Skinner, marketing
director for Omaha, Nebraska-based J. Skinner Baking Co.
"The decision to purchase a product can seem simple on
the surface, but there is an emotional response to every
stage of a consumer's decision-making process," he says.
While private labels have made strides, brands can offer a
new, impactful message if it builds trust with shoppers.
"Once a brand has proven itself successful with consumers in this regard, only then does it become advantageous
for an instore bakery to carry that brand," he says.

RUBICON ROLLS OUT
VEGAN CUPCAKES
Richmond, California-based Rubicon
Bakers recently launched a timely
new addition to its product line: Vegan
Neapolitan Cupcakes.
Inspired by a nostalgic favorite,
these pink treats hit retail shelves in
February.
With an SRP of $5.99, the new
4-pack Vegan Neapolitan Cupcakes
is made with decadent chocolate cake
filled with whipped vanilla creme,
topped with sweet strawberry icing and
mini chocolate chips. The cupcakes
are scratch-made from straightforward, clean, plant-based ingredients,
including vegan sugar, chocolate chips,
vanilla and non-GMO expeller-pressed
canola oil. The Vegan Neapolitan Cupcakes are available at Sprouts Farmers
Market, select Whole Foods Market
locations and independent retailers
nationwide.
"With each product we launch, Rubicon Bakers strives to offer products
that will bring people joy and delight
in their everyday lives," says Leslie
Crary, Rubicon co-owner. "We value
our customers and the vital ways they
each support our mission by buying our
naturally delicious products, made with
integrity."

A helping hand
Instore bakeries are sometimes limited, either by employee skill and
experience or by budget, in what they can produce on site. A brand
partner can help with those hard-to-perfect products.
"Our Danish dough, which is the base of many of our offerings, is very
difficult and time consuming to emulate efficiently at an instore bakery
level," Skinner says. "We've always prided ourselves on our 108-layer
Danish dough. As a brand, that's the easiest and most impactful attribute
to communicate to consumers, but in all reality it's what we do after
we've laminated the dough that makes the difference in taste."
That includes allowing the doughs to rest in a temperature-controlled
room for at least 24 hours, a process that regulates the speed at which
fermentation occurs and generates the signature flavors of the dough.
"You'll see many products out there labeled as Danish, but to our
knowledge, we're the only instore bakery supplier that uses this process.
In addition, all our products are thaw and sell which is hard to beat from
a labor and efficiency standpoint," Skinner says.
Other products simply take too much time or are too labor intensive,
Boote says.
"I think many of our products can be a challenge for instore bakeries,
especially if they are scratch-baking them," he says. "We're able to provide classic European style bakery items like lace thin crepes, traditional
Liege style waﬄes and chocolate croissants that might otherwise pose a
challenge to instore bakeries."

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Supermarket Perimeter - March 2019

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