Seasonal products and L.T.O.s
Much of the flavor innovation in recent years — 8% of all launches in 2015 — has come from seasonal or limited-time offerings (L.T.O.s), according to Mintel’s innovation report. Twenty-two percent of consumers agree that seasonal products, such as pumpkin and peppermint, influenced their purchase. However, ethnic flavors like green tea or dulce de leche, or savory varieties like zucchini and spinach were not as influential.
“We’ve been happy with the seasonal flavor calendar we initiated a couple of years ago,” Mr. Bradshaw said. “We started with donuts and Kandy Kakes, first tapping into popular flavors like key lime, salted caramel and red velvet. Now, we’ve expanded into flavors that tie closer to the seasons like our cherry and blueberry sweet roll varieties.”
In the years since Hostess’ July 2013 comeback, the company has embraced creative flavors and concepts, introducing an array of seasonal snack cakes, such as Pumpkin Spice Twinkies and Peppermint Ho Hos. “Hostess has added new items to its portfolio as well, such as candy-topped brownies through a partnership with Mars’ M&Ms and Milky Way brands,” Mr. Raine said.
Seasonal flavors are a big hit with consumers, and that is a great way to keep the brands fresh and exciting. Clyde’s Donuts offers fall seasonal flavors, including pumpkin, apple and red velvet.
Otis Spunkmeyer will highlight fall flavors its customers love by introducing two seasonal treats — Iced Pumpkin Mini Loaf Cakes and Hot Chocolate Frosted Crème Cakes. Both will be available for a limited time at national retailers beginning Oct. 1.
L.T.O.s are increasingly being used to spark impulse purchases, and seasonal lines are moving beyond Christmas and Halloween to embrace other occasions like Valentine’s Day and Mother’s Day, according to Mintel’s annual review.
For Valentine’s Day in 2015, Hostess launched its limited-edition Hostess Cup Cakes Frosted Red Velvet Cake with Creamy Filling packaged with eight individually wrapped servings.
Clyde’s Donuts offers a line of traditional Polish donuts called paczkis with a variety of fillings, a favorite treat during the Lenten season.
“Our team developed a truly authentic paczki recipe, which is not just your regular bismarck,” Mr. Bickford said. “It’s something truly special for the season leading up to Lent and peaking on Fat Tuesday.”
J. Skinner offers many limited-edition varieties and seasonal packaging to create excitement. Recently, the company launched a line of jumbo Danish rings in everyday and seasonal varieties, offered in a 12-count, 27-oz package.
“These seasonal flavor combinations increase consumer usage occasions, and the generous size is a great alternative to boring break-room donuts,” Mr. Kyle said. “Our special edition flavors and season-inspired packaging capture customers’ attention with eye-catching graphics.”
