Hybrids vs. nostalgia
Since the Cronut appeared on the scene at the Dominque Ansel Bakery in New York City, a myriad of blended or cross-category sweet baked goods have launched. Take Duffins, a combination of donuts and muffins, and Townies, the mash of tarts and brownies. The sweet treat market is also driven by what’s new, according to Mintel’s Bread, Bakery and Cakes Global Annual Review 2016. The craze for hybrid sweet bakery products at the food service level is now filtering down into retail with new format ideas.
Nostalgia is a powerful driver in the sweet goods categories because childhood memories of favorite treats impact adult choices.
“At Clyde’s Donuts, we know that our core products, donuts, are all about creating great memories and special events, like picking up a box of donuts with Dad on Saturday morning,” Mr. Bickford observed. “Donuts create great memories and ‘Smiles All Around,’ which is our theme.”
The major packaged cake brands in most markets tend to be well-established players that consumers have grown up with, according to Mintel’s Global Review.
For its line of sweet goods launched in May, Otis Spunkmeyer developed simpler recipes that were reminiscent of the past because they offer a more transparent approach to baked goods.
“We find many adults are nostalgic for the tastes of their childhood, particularly in the snack food aisle,” Ms. Dermody pointed out. “Because Otis Spunkmeyer is a beloved brand that many remember from their school cafeteria or summer camp, we’ve found many consumers are eager to relive those memories and also make new ones while enjoying our new line of sweet treats, including cookies, mini muffins, loaf cakes, creme cakes and more.”
Hostess, however, jumped on a more recent trend with its first foray into the frozen foods aisle, with the launch of Hostess Deep Fried Twinkies. Mr. Raine described it as a product innovation that was inspired by consumers who have been deep frying their own Twinkies at backyard barbecues and state fairs across the country for years.
To capitalize effectively on the power of nostalgia, producers can recreate beloved classics with a modern twist. Using well-known ingredients and flavors with proven appeal in different formats actually plays into the hybrid movement and creates products that are new and distinct for discriminating consumers, according to Mintel’s Global Review.
That’s certainly true with such established brands as Tastykake and Mrs. Freshley’s.
“New products really drive fun and excitement in the snack cake category, and innovation is at the forefront with the Tastykake brand,” said Brent Bradshaw, vice-president of marketing of cake for Flowers Foods.
While Flowers Foods’ Mrs. Freshley’s brand goes to market differently than Tastykake — frozen warehouse distribution vs. fresh direct-store delivery, respectively — Flowers has been focusing on new products and a new look for this line as well.
“We’ve had several successful new Mrs. Freshley’s product launches, including Icers, Peanut Butter Cupcakes and Peanut Butter Brownies,” Mr. Bradshaw said. “We’re also in the middle of a package redesign that will improve Mrs. Freshley’s shelf impact and help drive impulse purchases.”
