Supermarket Perimeter - March 2022 - 60

SPOTLIGHT
COOKIES
by Andy Nelson
RETAILERS CONTINUE TO RELY
on cookies to help differentiate
their instore bakery departments,
and commissaries, central
kitchens and other offsite facilities
are lending a big hand in an era
of labor-related headaches.
Much of the demand for
instore cookies is driven by
the category's unique value
proposition, said Jennifer
Halliburton, senior manager of
market insights for Lenexa, Kan.based
Corbion.
" Instore bakery cookies are
sought out over commercial
aisle cookies for the freshness,
quality, and fresh-baked
Voortman cookies go mini
Burlington, Ont.-based Voortman, the No. 1 sugarfree
cookie brand in the United States, is rolling
out two new sugar-free cookie varieties - Vanilla
Shortbread and Iced Oatmeal - in a smaller, poppable
size that gives consumers a tasty new way to snack
when they're craving something sweet.
The new treats will be available beginning in early
February at retailers nationwide.
" Our new Voortman Sugar Free Mini Cookies tap
into a growing desire among consumers for greattasting,
bite-sized snacks that help them achieve
balance between health and indulgence, " said Adam
Lisook, general manager of Voortman. " Offered
in fan-favorite flavors with zero grams of sugar and
no artificial flavors or colors, consumers can feel
good about enjoying the new poppable Voortman
Sugar Free Mini Cookies. The new items also make
it easy for people to share the cookies anytime and
anywhere. "
Both varieties of the Voortman Sugar Free Mini
Cookies come in a 5-ounce multi-serve resealable
pouch, ideal for sharing or eating on the go, at a
suggested retail price of $3.49.
Voortman Sugar Free Mini Cookies are a permanent
addition to the brand's portfolio, which includes
more than 80 varieties of cookies and wafers. To find
a retailer carrying the new cookies, visit the store
locator at Voortman.com/where-to-buy.
60 - MARCH 2022
supermarketperimeter.com
eating experience, " she said.
" Consumers want a 'fresh from
the oven' taste and are drawn to
baked goods with bright colors,
interesting inclusions, and new
and exciting flavors. "
When creating or improving
their instore cookie programs,
it's beneficial for retailers to use
commissaries, central kitchens
and other off-site facilities,
Halliburton said.
Commissaries and central
kitchens can make products
at a quicker speed and can be
better equipped to manage the
complexities that come with
creating a variety of products
at once.
" Bakers can also benefit from
more centralized manufacturing,
higher speed throughput and
lower cost to manufacture,
increased training for bakers and
economy of scale, " she said.
To help its commissary and
retailer partners, Corbion offers
a variety of texturing/stabilizing
products to help extend freshness
and a full portfolio of mixes
and bases to create on-trend
flavors and consumer soughtafter
styles.
In recent years, the company
has seen a shift in ingredient
technology for gluten-free
formulation. As a result, Corbion
offers a full portfolio of glutenfree
mixes and bases to make it
easier for customers to deliver
gluten-free baked goods that
meet consumer expectations
without requiring additional
technology.
Celebration time
In 2022, consumers are looking
to celebrate, Halliburton said.
They want to gather with friends
and family safely, and baked
goods are an integral part of any
celebration.
" We're seeing an increase in
demand for nostalgic flavors,
baked goods with unique textures
and inclusions and permission
to indulge ingredients, " she said.
" Consumers want a decadent
experience, but they are also
mindful of their health, meaning
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Supermarket Perimeter - March 2022

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