Supermarket Perimeter - January 2023 - 19

delicious addition of wholesome, nutrient-rich ingredients that also
provide health benefits such as high cacao chocolate, cocoa nibs, highprotein
chocolate, nut butters and cocoa powders (Barry Callebaut,
Chicago).
The parallel trend of delicious and better-for-you offerings allows
consumers to feel like they can enjoy a guilt-free treat without
sacrificing indulgent flavor. Bakels Global Insights, supported by Innova
Marketing Insights, referenced the importance of finding this balance
through inspiring " feel good " moments, everyday moments easily
available through basic treats and rewards.
" Given the current economic climate, consumers are feeling more
stressed and turning to food for comfort, " said Bryan Fitzsimmons,
Chocolate is
always a safe
go-to in the
muffin category,
and cocoa nibs
are one of the
latest variations
on the theme.
preferences while also keeping in mind inflationary pressures that may
limit the availability of ingredients or require the need to reduce SKUs.
But even with ongoing labor shortages, bakeries easily can produce
muffins with a range of frozen and raw pre-deposited versions.
Bake'n Joy, North Andover, Mass., offers frozen and raw pre-deposited
muffins and pan-free muffins. The company's pre-deposited muffins
are available in Ultramoist and Homestyle brands. The pan-free muffin
batters bake in a sturdy liner, so there is no special pan needed. The
company also offers its clean label Bake'n Joy Originals and Kitchen
Cupboard brand along with vegan pre-deposited muffins. Those
looking for a distinctive, old-fashioned taste can choose from its
Country Muffin & Cake Co. brand of premium scoop batters made with
sour cream.
Dawn Foods, Jackson, Mich., offers a variety of muffin mixes
and bases for instore bakers that provide added convenience and
consistency. Its basic mix offers a starting point for a variety of flavor
profiles. The simple, one-step, just-add-water process, is a time-andlabor
cost saver for the instore bakery. The company's #9 muffin batters
also come pre-mixed and only need to be thawed, scooped and baked.
The high-speed muffin lines from Rise Baking, River Falls, Wis., feature
the capabilities to fill and apply toppings in order to deliver decadent
layers of texture and flavor. Rise Baking's pre-deposited batter line
delivers a pre-scaled batter that can go from freezer to oven, which is
perfect for instore bakeries who need to deliver fresh-baked product to
the customer with minimal labor. The pre-portioned and ready-to-bake
muffins are available in blueberry, chocolate chip, double chocolate
chip, triple berry, banana, corn and lemon poppy varieties. Rise seasonal
muffins are also available in pumpkin and cranberry orange varieties.
Finding balance
While health and wellness remain top-of-mind for the conscious
consumer, many still desire to treat themselves to something sweet,
according to Dawn Food's Global Trends report. This might include the
supermarketperimeter.com
JANUARY 2023 - 19
director of insights and marketing channel strategy Dawn Foods.
" Enjoying sweets provides a momentary escape for many. Consumers
want treats that are convenient, affordable and in smaller portions as
they look for permissible opportunities to reduce stress and unwind. "
Younger demographics
IRI found muffins over index with Millennials, both with young
families and those raising teens. A mini version is often popular
among Millennial parents who have young children. In contrast,
larger sizes can offer a more decadent treat such as muffins topped
with cinnamon crumbles, powered sugar or fruit. Barry Callebaut
recommends ingredient inclusions such as peanut butter cups, fudge
cups, cake batter inclusions, marshmallow chunks, peanut butter chips,
butterscotch chips and almond paste.
Gen Z, a generation known for its exploration of fresh and
innovative ingredients, shows a high affinity for chocolate chip
muffins - demonstrating the ongoing desire for both comfort foods
and fresh, new flavor experiences. But muffins remain a great option
for consumers of all ages with hectic, on-the-lifestyles. With category
growth, Dawn Foods expects to see 29% growth in menu penetration
over the next four years, as informed by Datassentials statistics.
For those looking for extraordinary experiences, muffins offer ample
room for experimentation. 74% of consumers enjoy trying new flavors
of baked goods, according to Barry Callebaut. In 2022, top flavors
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