Supermarket Perimeter - November 2019 - 23

Bakery

costs and product applications, according to David Lopez, director of
marketing, BakeMark.
The promise of convenience and transparency is also evidenced as
consumers seek out a more nutritious muffin. Wayzata, Minnesotabased Cargill is receiving requests for protein-enhanced muffins that
provide sustained energy. Cargill's efforts include boosting protein
content, formulating for special diets like keto/ketogenic (low-carb, high
fat), reduced sugar and formulations with added ﬁber. In the last 12-18
months, requests for keto friendly and protein-rich formulations at the
company outpace requests for gluten-free.
One challenge in creating a more nutritious muffin proﬁle is boosting
protein without sacriﬁcing taste and texture. Cargill's portfolio of plant
proteins such as PURIS pea protein and starches with neutral ﬂavor produce label friendly solutions. Its almond poppyseed muffin, a variant of
lemon poppyseed, is an effective ﬂavor combination for enhanced-protein formulations, building on the presence of almonds in the existing
base formulation, according to Matt Gennrich, senior food technologist,
R&D bakery applications, Cargill.
"Formulating for speciﬁc nutritional attributes can be even more
important to younger shoppers, especially when it comes to providing
muffins with enhanced protein or suitable for a speciﬁc dietary focus,"
he continues.
This includes vegan products such as Abe's Muffins, West Nyack,
New York. The muffins are free from nuts, eggs, soy and cholesterol.
"Many parents perceive muffins as a healthier alternative to cake, so
muffins have become an everyday item in the household. And while
we're proud Abe's products are made in a nut-free, sesame-free facility
and do not contain any preservatives, artiﬁcial ﬂavor enhancers, dairy,
eggs, soy sesame, or pea protein, they are deﬁnitely a sweet dessert
treat."says Joseph Koffman, co-founder of Abe's Muffins.
No matter the formulation, a simple ingredient panel continues to
resonate with younger consumers looking for organic, gluten free, nonGMO and vegan options. Brill, a CSM Bakery Solutions company, Tucker,
Georgia, offers its Simplicious line made without HFCS, artiﬁcial ﬂavors,
sweeteners and artiﬁcially derived color in pre-deposited muffin batters,
Thaw & Sell and Scoop-N-Bake formats. Jackson, Michigan-based
Dawn Foods' Signature line is made with unbleached ﬂour and without
propylene glycol in addition to no PHOs, HFCS, artiﬁcial ﬂavors, colors
or sweeteners.
Bakers looking for clean-label bases with no impact to taste, texture,
quality or consistency can consider Corbion's Pristine portfolio.

are a great solution to also be merchandised in other parts of the store,
and they are great to add to salad and soup bars and meal deals."
Lopez also sees new ﬂavors and proﬁles attracting consumers to new
selling opportunities throughout the day and a method to get consumers to share their purchase through social media. "There is deﬁnitely
demand and opportunity for both traditional and innovative muffins,
but with social media, consumers are driving interest for new ﬂavors
and concepts," Lopez says.
Finding common ground with younger consumers includes proﬁles
with cleaner labels and more sustainable ingredients. "Millennials and
Gen Z want foods that are good for their fellow humans and the Earth,"
says JoAnn Rupp, global insights manager, Corbion. "These factors can
often pose challenges to bakers as they create muffins to meet these
more label- and environmentally friendly demands without losing
functionality and quality characteristics the more traditional ingredients
provide."
In a recent consumer panel study performed by Corbion, the company found that many of those surveyed stated knowing about a company's sustainability story or a product's compostable packaging could
be an element that positively affects a purchase decision.
Those looking to satisfy cravings on the go are driving trends for mini
muffins, muffin tops and frozen unbaked muffins. Purchases of 4-packs
still dominate the category, but convenience reigns supreme, particularly among millennial consumers too busy for a sit-down meal and
those who spend less than 30 minutes per day eating. BakeMark echoed
this sentiment by saying increasing interest in muffin tops indicates a
consumer group is looking for the muffin in an even more portable,
convenient option.

Boosting protein
without sacriﬁcing
ﬂavor and texture is a
challenge suppliers are
working to overcome.

Varied placement and day parts
Interest in savory proﬁles is also growing with around half of muffins
consumed at dayparts other than breakfast. Technavio reports the
increasing popularity of savory options. In response, Brill recently
launched a savory muffin line with Jalapeno Cheddar and Sundried
Tomato Basil options available in pre-deposited and thaw-and-sell mini
muffin formats.
"Our new line allows retailers to spice up their muffin offering with
savory varieties providing meal complement or snacking solutions," says
Val Burnett, vice president of marketing, Brill. "We understand consumers
lives are getting busier, and we think these muffins are the perfect portable, indulgent solution that also delivers uniquely delicious ﬂavors. These
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