During the past two years, Flowers Foods has introduced a refreshed appearance to its Tastykake brand single-serve film and caddies, multi-pack cartons and donut bags.
Marketing through packaging
There’s a lot of creative merchandising and packaging going in the sweet goods market. Retail strategies need to keep shoppers excited about the center of the store while also exploring merchandising around the bakery department, according to Packaged Facts.
During the past two years, Flowers Foods has introduced a refreshed appearance to its Tastykake brand single-serve film and caddies, multi-pack cartons and donut bags.
“The new look showcases Tastykake in a beautiful brand block and helps consumers better differentiate between products and flavors,” Mr. Bradshaw explained. “Tastykake represents fun, and we wanted to make sure our packaging conveyed that feeling.”
Hostess Brands entered the in-store bakery category with its recent acquisition of Superior Cake Products.
Hostess Brands has entered the in-store bakery category with its recent acquisition of Superior Cake Products, Southbridge, Mass.
Manufacturers should continue to intensify efforts in alternative channels like c-stores, which have been growing their share of sweet baked goods sales. The primary purchasers of sweet goods in c-stores are males, ages 18 to 45, who are quick shoppers likely buying on impulse.
“Because you have to catch the attention of this shopper quickly, you want your products to have eye-catching packaging and be merchandised in high-traffic areas where they are easy to see and grab to go,” Mr. Bradshaw observed.
C-store branding is flashy and aggressive because producers have only a small window to attract consumers. “C-store packaging hits on hot buttons in the consumer’s psyche and takes advantage of the time constraint,” Mr. Kyle noted.
Grocery store product packaging must balance quality, identity and excitement with the consumer.
Grocery store product packaging must balance quality, identity and excitement with the consumer. A supermarket brand needs to take advantage of the additional time and thought put into the consumer’s purchase to stay ahead of the competition.
In the sweet goods market, healthier snacking, interest in convenience and single-serve formats, and a desire for premium ingredients and gourmet selections are all considerations for manufacturers.
In the end, a little bit of indulgence is all that the heart desires.
