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State of the Industry

FROM TREAT CULTURE TO GLP-1 MEDS

Stay Fresh With

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AVANT FOOD MEDIA

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COMMERCIAL BAKING

Paul Lattan

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816.605.5037

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Annie Hollon

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Beth Day | Maggie Glisan

Contributors | info@commercialbaking.com

Commercial Baking is published by Avant Food Media, 1703 Wyandotte St., Suite 300, Kansas City, MO 64108. Commercial Baking considers its sources reliable and verifies as much data as possible, although reporting inaccuracies can occur. Consequently, readers using this information do so at their own risk. Commercial Baking is distributed with the understanding that the publisher is not liable for errors and omissions. Although persons and companies mentioned herein are believed to be reputable, neither Avant Food Media nor any of its employees accept any responsibility whatsoever for their activities. Commercial Baking magazine is printed in the USA and all rights are reserved.

No part of this magazine may be reproduced or transmitted in any form or by any means without written permission of the publisher. All contributed content and advertiser supplied information will be treated as unconditionally assigned for publication, copyright purposes and use in any publication or digital product and are subject to Commercial Baking ’s right to edit.

Commercial Baking ISSN 2767-5319, / USPS Publication Number: 25350 is published in February, April, June, July, August, October and December, in print and digital formats by Avant Food Media, 1703 Wyandotte St., Suite 300, Kansas City, MO 64108. Periodicals Postage Paid at Kansas City, MO, POSTMASTER: Send address changes to Commercial Baking, c/o Avant Food Media, 1703 Wyandotte St., Suite 300, Kansas City, MO 64108.

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Bringing the Joy

JOANIE SPENCER Editor-in-Chief | joanie@avantfoodmedia.com

WATCH NOW :

Joanie Spencer shares her thoughts on what brings joy in the baking industry. Sponsored by Bundy Baking Solutions.

My job isn’t what I call “Weight Watchers friendly.” But what it lacks in “WW points” allocation, it more than makes up for in the joy that baked goods bring. Who can’t use a bit more joy these days?

This issue gives us a moment to forget about all the uncertainty rocking our world and focus on something that makes this industry so special: new products. Our showcase is an ongoing process, and it does more than help us find our next obsession. It also helps us identify emerging trends based on what commercial bakers are bringing to market.

As a publication dedicated to fresh insights on trends and innovation, we understand the importance of discovering everything it takes — from the why to the how — to bring a new product to life.

This year’s New Product Showcase features legacy brands, new names and an homage to product development’s unsung heroes: limited-time offers (LTOs). It comes with exclusive video content, featuring our takes on some of the year’s most attentiongrabbing LTOs.

Without new ideas, innovation eventually becomes stagnation. So, to everyone who contributes to a successful product launch, from everyone here at Commercial Baking , thanks for bringing the joy. It’s worth every point.

Mid-Year Update

Commercial Baking checks in on the categories covered so far this year.

Center store specialty rolls saw the largest sales change vs. a year ago, though growth is slightly lower than reported in Q1.

*Dollars rounded to the nearest hundredth

Total US Multi-Outlet+ w/ C-Store (Grocery, Drug, Mass Market, Military, Convenience and Select Club, Dollar, Beauty & Online Retailers) | Latest 52 Weeks Ending April 20, 2025

Source: Circana OmniMarket Integrated Fresh, a ChicagoBased Market Research Firm (@WeAreCircana)

Center Store Buns | Rolls Sales* HAMBURGER |

DINNER ROLLS

SANDWICH BUNS

SPECIALTY ROLLS ALL OTHER

Center Store and Perimeter Donut Holes vs. Full-Size Donuts By Dollar Sales ($ in Millions)

Total US Multi-Outlet+ w/ C-Store (Grocery, Drug, Mass Market, Military, Convenience and Select Club, Dollar, Beauty & Online Retailers) | Latest 52 Weeks Ending April 20, 2025

Source: Circana OmniMarket Integrated Fresh, a Chicago-Based Market Research Firm (@WeAreCircana)

Crackers with fillings saw the most growth vs. a year ago. Dollar sales for the remaining cracker subsegments are either flat or down.

Total US Multi-Outlet+ w/ C-Store (Grocery, Drug, Mass Market, Military, Convenience and Select Club, Dollar, Beauty & Online Retailers) | Latest 52 Weeks Ending April 20, 2025

Source: Circana OmniMarket Integrated Fresh, a Chicago-Based Market Research Firm (@WeAreCircana)

Cracker Sales

ALL OTHER WITH FILLINGS SALTINE GRAHAM

BREADSTICKS

During this time of year, private label layer cakes are gangbusters in the grocery store perimeter.

Total US Multi-Outlet+ w/ C-Store (Grocery, Drug, Mass Market, Military, Convenience and Select Club, Dollar, Beauty & Online Retailers) | Latest 52 Weeks Ending April 20, 2025

Source: Circana OmniMarket Integrated Fresh, a Chicago-Based Market Research Firm (@WeAreCircana)

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What’s In the Cart

Private label brands, treat culture and GLP-1 meds are just a few factors influencing how consumers shop.

BY MAGGIE GLISAN

If there’s one thing that’s certain right now in the bakery industry — or in any industry for that matter — it’s that nothing is certain.

Inflation remains high, tariff policies seem to shift by the hour and the possibility of a recession looms large. Amidst this backdrop of economic volatility and instability, it could be assumed that consumers are focusing on one thing and one thing only: spending less or, when they do, choosing the least expensive options. But that’s not the whole story.

“Just because there is financial pressure doesn’t mean the current environment is a constant race to the bottom,” said Anne-Marie Roerink, principal and founder of 210 Analytics. “Far from it.”

In times of uncertainty, consumers feel they lack control about the big things, but what they can control is their own behaviors and how their household buys and consumes. And what they choose to buy and how they choose to spend comes down to value.

The idea that value simply means cost vs. benefit is no longer the case. According to Hartman Group, the new value paradigm takes a subjective, consumer-driven approach to assessing the benefits of experience, quality, relevance, price and convenience. For example, 62% of consumers are willing to pay more for a

food/beverage that saves time, effort or mess, an appeal as they seek more convenience in their products. For 31% of consumers, a pleasant store environment will entice them to spend more money, proof that some shoppers value experience over price.

When assessing worth, consumers turn to their personal priorities, making the emotional dimensions of value the real game changer when it comes to choosing one product over another, especially in an environment of economic uncertainty.

“We do see consumers seeking value, but value is more complex than just the price of things,” Roerink said. “How much time do I have? What am I in the mood for? What else have I been spending my money on? How about nutrition?”

Social media mentions of single-serve baked goods are up

24%

compared to last year.

Source: Tastewise

Sally Lyons Wyatt, global EVP and chief advisor, CPG and foodservice for Circana, said this bifurcation is happening across grocery store categories.

“People will make trade-offs,” she said. “They might opt for the private label of one item because it checks enough boxes to get the job done but then recognize where sacrifices have been made in another area and splurge on a different item.”

She noted that private brands are likely to continue growing, with the wellestablished bakery category playing a key role in that momentum. Roerink also expects more consumers to explore private brands as they become increasingly budget-conscious, adding that experimentation offers a valuable opportunity for grocers to attract new customers.

“Many consumers — low, middle and even higher income these days — are in a non-stop budgeting balancing act, and that means they are shifting dollars between foodservice and retail, between items, between brands, between categories,” Roerink said. “That has led to more trial with private brands, and if they deliver, they’ll continue buying the private brand.”

Experimenting with portion size is another way bakers can deliver value, but that doesn’t simply mean doling out value packs.

“In every category, I’m seeing manufacturers and retailers move to what I refer to as the ‘continuum of choice,’ and in a way, smaller portion sizes check off multiple boxes [for the consumer] in that they can be more affordable, they reduce waste and they’re a better fit for a smaller household,” Roerink said.

On the flip side, Roerink said she sees a lot of strength for larger family packs as well, especially for items that can be frozen and used over time, noting that the trend has everything to do with a more favorable price per pound and the ability of consumers to spend a little bit more money over the long term.

Overall, she said, consumers are hyper-focused on the price per unit. They want to know how an item fits within their total budget, and they’re particularly conscious of waste.

“People are looking to consume every dollar they are spending on food rather than throwing out a lot of items,” Roerink added, “so I think package size variety makes a ton of sense in the current environment.”

Then again, despite mounting financial pressures, people aren’t cutting back when it comes to treating themselves. According to Tastewise, searches and mentions of “premium” and “indulgent” baked goods have increased by 13% yearover-year. Items like gourmet cookies, rich pastries and specialty breads — think sourdough, focaccia or brioche — are growing in popularity, and consumers are especially drawn to elevated flavors like matcha (+18%), pistachio (+21%) and sea salt caramel (+16%), all of which add a sense of luxury.

The idea of indulgence and “treating yourself” also plays into the changing conversation about overall health, and that’s a shift from restriction and diet culture to a more balanced

“It’s still too early to tell what the long-term impacts will be, but early indicators suggest GLP-1s are impacting consumer behaviors.”

Anne-Marie Roerink | principal and founder | 210 Analytics

approach. It’s something Lyons Wyatt calls “harmonized wellbeing,” a combination of physical, mental and social wellness.

“We’ve learned a lot over the past five years in terms of what health really means,” she said. ”And that education has started to impact the food and beverage choices consumers make.”

Alon Chen, CEO and co-founder at Tastewise, also noted that the better-for-you trend in baked goods is evolving.

“Consumers are now defining wellness through emotional satisfaction, functional benefits and clean-label transparency, with a clear shift toward the first two as key priorities,” he said.

According to Tastewise, mentions of terms like “feel-good treat” and “guilt-free indulgence” have increased by 24% year-over-year, highlighting a consumer desire for enjoyment without compromise, and mentions of “stress-relieving” or “mood-boosting” baked goods are trending upward, especially on social platforms.

But it’s not always enough to enjoy a little baked treat. Consumers often want their baked goods to be good for them, too, and they’re turning to options that offer tangible wellness advantages. Per Tastewise, interest in high-protein baked goods, gut-friendly, energy-supporting snacks and immunityrelated claims are all seeing significant traction among consumers, especially in formats such as breakfast bars, functional cookies and snackable cakes.

Another factor affecting how consumers approach indulgent foods and functionality in their diets? The rise of GLP-1 medications.

Volodymyr on Adobe Stock

Consumers are still willing to spend more on premium and indulgent treats.

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Initially approved by the FDA to control diabetes, the number of people without diabetes taking a GLP-1 medication in the US more than tripled between 2018 and 2022, according to a March report in the Annals of Internal Medicine Americans also spent an estimated $71.7 billion on GLP-1 medications in 2023, a 500% increase over a five-year period, according to research published in JAMA Network Open

“It’s still too early to tell what the longterm impacts will be,” Roerink said. “But early indicators suggest that GLP-1s are impacting consumer behaviors, specifically around the increased consumption of whole foods and a reduction in snacking.”

Smaller portion sizes, mini-indulgences and functional treats are all things bakers should consider as the impacts of GLP-1s become clearer. According to Tastewise, mentions of single-serve baked goods are up 24% compared to last year, reflecting a stronger focus on portion control, whereas small-format items such as mini croissants and bite-sized cookies, up 17% and 14%, respectively, are replacing larger, shareable formats.

But just because GLP-1s and healthrelated news are dominating headlines, Lyons Wyatt said that doesn’t mean everyone on the planet is thinking about their wellbeing 24/7.

“There are still a lot of consumers that are just eating because they’re hungry and drinking because they’re thirsty,” Lyons Wyatt said. “And they pay very little attention to all this health and wellness chatter.”

At the same time, flavor remains one of the most powerful motivators, sparking a wave of bold innovations designed

Mashups such as bite-sized Bundt cakes topped with a mini Pop-Tart exemplify the tiny treat culture trend.

to surprise and satisfy evolving taste preferences. According to Circana’s 2025 “Snack Survey,” 57.5% of consumers look for authentic and/or unique experiences in their snacks, and 10.6% look for bold and/or unexpected flavors.

Black lime and hawaij are two of the standout flavors highlighted in Tastewise’s “2025 Trend Report,” and Chen noted several other flavors worth watching, including yuzu, ube, tahini and miso.

“These emerging flavors reflect a broader shift toward globally inspired, sensory-rich baking that balances familiarity with innovation,” he said.

Photo courtesy of Nothing Bundt Cakes

Cody Masters, executive chef and EVP of culinary and industrial sales for Everson Spice Co., said global flavor experimentation has entered a new phase, and bakers should take note.

“Applying globally influenced flavors to mainstream domestic analogs has become the new norm,” he said. “Certain brands or companies will gravitate to this faster than others while also leveraging their regional demographic’s buying patterns against said flavors. There is a fine line between educating a consumer versus exploiting what already works.”

Innovation around complex heat, especially “swicy,” generates interest, particularly with Gen Z.

“The data shows that legacy flavors, even ones as mainstream as ranch or pickle, do little to interest this generation’s buying power,” Masters said. “However, a simple fusion of introducing a unique heat source immediately drives attention.”

To that end, he suggested taking a more simplistic approach, such as choosing serrano instead of jalapeño, adding miso to classic caramel, or trying a new version of an apple fritter with hot honey.

Roerink said bringing flavor innovation into a category is one way to get shoppers to make an unplanned purchase.

“The consumer might try a new flavor in response to something they’re seeing on social media, or they’ll jump on a limited-time offer,” she said. ”Often you see these innovations in their shopping cart right alongside their core items, but it’s important to balance the two.”

Perhaps that’s why brand collaborations have been gaining traction and

finding considerable success in recent years. Buzzy launches such as Sour Patch OREOs or Frosted Strawberry Pop-Tarts Nothing Bundt Cakes mash one brand flavor with another, opening up a world of new possibilities for CPG brands.

“Consumers have an appetite for trying something different but are often hesitant to go all-in on an innovation and risk wasting money on something that doesn’t taste good,” Roerink said. “So, a collaboration from two trusted brands not only draws in fans of the existing products, but it also mitigates some of that risk.”

57.5% of consumers look for authentic and/or unique experiences in their snacks.

Source: Circana | 2025 Snack Survey

She foresees more innovation in this area, including pop culture collabs tied to movies and video games. It all goes back to consumers’ willingness to spend a little bit more for special occasions and celebrations.

Lyons Wyatt agreed these mashups have momentum.

“They’ve really taken off because of the co-licensing and co-branding, and I don’t think it’s going to stop in the near future,” she said. “It’s a way to take loyal customers from one brand and introduce them to another brand, and there’s a beneficial experience for both sides.”

Though today’s economic landscape might look uncertain, there’s plenty for the baking industry to be optimistic about. As the definition of value evolves, consumers are seeking more than low prices. They want products that offer quality, convenience, health benefits, unique experiences and even emotional connection. From bold new flavors and brand collaborations to right-sized portions and health innovations, bakers must find fresh ways to meet these changing needs. CB

Rise of the Co-Man

With contract manufacturing in huge demand, relationships matter now more than ever.

BY JOANIE SPENCER

In the world of commercial baking, contract manufacturing is among the most important relationships that exist. Whether it’s a matter of geographical distribution, speedto-market or good old-fashioned capacity, companies are teaming up with contract manufacturers in ways that might not have been considered a decade or two ago.

“The need [for co-manufacturing] is higher than it’s ever been, and it’s growing at a pace faster than the industry it supports,” said Carl Melville, president and CEO of The Melville Group and founder of CoPack Connect.

“There are near-term drivers such as inflation and the long-term growth of emerging brands, as well as the continued growth in outsourcing by legacy brands, all contributing to high levels of compound growth.”

Inflationary pressures and economic fears are driving more consumers toward private label products and the perception of their lower price points. According to the Private Label Manufacturers Association

(PLMA), nearly one-fourth of US grocery products are private label or store brand items. This is well above the 17% peak that private labels saw in previous downturns, suggesting the tides are turning for this segment.

In many ways, private labels are brands themselves. Melville refers to them as “stealth brands,” and they’re gaining legitimacy in quality, especially when tied to popular retailers such as Trader Joe’s, Target or Costco. They have the consumer trust associated with brands, without the high costs traditional brands must often bear.

PLMA reported that in 2024, total sales of store brands reached a record high of $271 billion, and unit sales also hit a record 67.4 billion. While certain outlets have the resources to manufacture their own products, this increased demand for private label also creates a new need for contract manufacturing.

That need isn’t without its challenges, though — especially for manufacturers with capabilities to make both branded and private label products — when pandemic-related changes opened the door for more co- manufacturers to make a wider range of items.

One example is Legacy Bakehouse, a mid-size bakery that maintains a balance of manufacturing products ranging from large legacy brands to private labels.

“It used to be that CPGs typically wouldn’t bring branded products to those known as a private label supplier,” said Alain Vallet-Sandre, president of this Waukesha, WI-based bakery. “But I’ve seen that change significantly, especially during the pandemic, and it’s led to a more mature approach to private label business.”

Beyond a financially motivated demand for private label products, consumers

are changing their expectations around quality. To meet those expectations, store brands have stepped up their game, and they’re relying on co-mans to get the job done.

“With the increased prevalence of private brands within retailers, consumers are now demanding a national brand equivalent,” Vallet-Sandre observed. “Historically, it’s been a value play. But now, to even be considered, a private label will compare its product to the national brand and others in the private label space.”

LISTEN NOW:

Alain Vallet-Sandre discusses how the private label landscape has changed.

This changing landscape means that contract manufacturers are not only on the radar for what they can offer

their customers; they’re also gaining visibility for what they need. Increased demand for their services requires optimizing productivity through automation upgrades that lead to more efficiency.

In terms of capacity, it all depends on the operation. For example, an order to run one million bars could be a game-changing piece of business for one operation, but for another, it looks more like a rounding error. This becomes high stakes for emerging brands that are just breaking into the market with more orders than a commercial kitchen can handle but still small enough to be a blip on the co-man radar.

“Many new brands that start in a commercial kitchen outstrip that very soon,” Melville said. “But then again, they can’t go straight to the big guys because chances are they just don’t have the volume.”

Finding a contract manufacturer with compatible capacity is the first step, but certainly not the last. New players in the market need resources that go beyond production.

“Emerging brands also look to their co-mans to be strategic partners,” Melville said. “They can provide essential functions, including food safety, product freshness, formulation, commercialization, regulatory requirements, clean label … all the things small brands worry about but can’t build a staff for. It’s about more than just stainless steel and space.”

Meanwhile, legacy brands — which likely already have those resources readily available — often rely on contract manufacturers for completely different reasons. For starters, large brands that have been household names for years usually have access to their own manu -

facturing, oftentimes relying on co-mans for product ideation and speed-tomarket, especially for limited-time offers.

While there are literally thousands of contract manufacturers available to meet all these needs at either end of the volume spectrum, finding the right match isn’t always so easy. Just as in any relationship, matchmaking can be tricky. While the brands are the ones doing the hiring, many discover that articulating their specific needs isn’t always so simple.

Molly Blakeley, founder and CEO of Eagle River, AK-based Molly Bz Cookies, faces a particular challenge in finding the right manufacturing match for her premium “boozy” cookies that are typically infused with alcohol flavor extracts, many of which also have unique toppings.

“I’ve learned that most manufacturers prefer to do a straight wire-cut,

bake and flowwrap,” Blakeley said during Commercial Baking ’s podcast, Troubleshooting Innovation. “But mine have frosting, or Fruity Pebbles or marshmallows. They can be a nightmare to make, but my cookies are unique and visually appealing, and that’s part of what made me successful.”

Co-manufacturing doesn’t just impact grocery store shelves; it’s also part of life in the foodservice world. While global QSR chain Five Guys has its own bakery division, it relies on contract manufacturers around the globe to produce buns for its iconic hamburgers. Having the right partner is table stakes for Five Guys to ensure that eating a burger in one part of the country — or the world — is the same experience as it is anywhere else. During the American Society of Baking’s BakingTECH conference, held in Orlando, FL, earlier this year, Bill Zimmerman, bakery technologist, quality for Five Guys Bakery, shared some

© Pumapala on Adobe Stock

From private labels to legacy names, brands of all kinds rely on contract manufacturing to get product on store shelves.

Quietly Revolutionize Your Process

of the top considerations brands should think about when they’re seeking a manufacturing partner.

According to Zimmerman, a brand must focus first and foremost on its product, including the formula, specifications and key quality attributes.

“Of course, you have an idea of what you want out of your product,” Zimmerman said. “But have you clearly identified the specific attributes you need from the product?”

In addition to communicating the key product attributes and specifications that have to be executed, Zimmerman advised brands to focus on the manufacturer’s process along with its food safety and regulatory compliance. The latter is especially important for allergen-friendly products.

“A lot of bakery brands have allergen concerns,” Zimmerman said. “Think about what a big concern sesame seeds are today. What if a bakery needs to run soy, dairy or certain types of fruit? There are so many parameters a company needs to specify with the contract manufacturer, and food safety and regulatory compliance are at the heart of the brand because at the end of the day, that’s whose name is on the package.”

For Melville, who represents several contract manufacturers in food and other industries, research is the most critical homework assignment.

“Brands not only need to be clear on what their needs are, but they also must understand the needs of the co-man,” he said. “Think of this as two ‘buyers’ in the relationship. One is willing to give up capacity in return for production, and vice-versa.”

The manufacturing nature of the relationship dictates that capacity mix, bandwidth, quality and food safety are key drivers for a good match. Then again, culture is an area where alignment can become a critical component. Saying “Yes” to a contract essentially means saying “No” to the next one, so the relationship only works if the two sides are compatible.

“They don’t have to have identical goals; odds are they won’t,” Melville said. “But the cultures should be somewhat compatible because the relationship will last a duration of time, and success on both sides depends on that compatibility.”

To answer that constant refrain about seeking the right contract manufacturing partner, The Melville Group launched CoPackConnect, an AI-driven platform, in partnership with the Contract Packaging Association (CPA). The purpose is to enable brands to quickly and easily submit RFQs that can be matched with potential manufacturing partners.

“The AI agent takes a brand’s RFQ and submits it to its matching engine, which is another piece of AI technology,” Melville said. “The system is designed to match the needs of the brand with the capabilities of the co-man, giving each side enough information to connect directly while eliminating a lot of frustration, noise and added costs.”

With no shortage of uncertainty in the market, and consumer demand as fickle as ever, bakery brands of all sizes and formats have to calculate every move with the utmost scrutiny. When executed correctly, and with the right relationships, contract manufacturing can be the key to holding it all together. CB

LEARN BENCHMARKING TOOLS AT IBIE

Finding the right co-man — and maintaining a positive partnership — is an exercise in continuous learning. During the International Baking Industry Exposition (IBIE), to be held Sept. 14-17 in Las Vegas with a dedicated day for IBIEducate on Sept. 13, Carl Melville, president and CEO of The Melville Group, will host a one-hour seminar on how bakers can qualify and benchmark their contract manufacturing partners.

The session will cover key factors to consider, including sustainability, traceability and ethical sourcing. Attendees will gain high-level information as well as actionable practices that apply to legacy baking companies and emerging brands. With a deep dive into best practices for successful co-manufacturing partnerships and data from The Melville Group’s “2025 State of the Industry Report,” researched in conjunction with CPA, bakers will learn how to maximize their relationships with external manufacturers.

IBIEducate sessions are now included in the Baking Expo registration, which is now open at www.bakingexpo.com/register.

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One Segment at a Time

At IBIE 2025, bakers in every category will find solutions for their most pressing operational challenges.

BY ANNIE HOLLON

There’s more to the baking industry than meets the eye. From the diversity of its baked goods to the range of customers and consumers it serves, each category plays a significant role in feeding people every day. Yet, while bakers collectively face similar obstacles — including workforce shortages, ingredient costs, regulatory shifts and tariffs — each segment has its specific challenges.

The International Baking Industry Exposition (IBIE), set for Sept. 14-17 in Las Vegas, is designed for bakers to find resources and solutions to address those challenges.

Co-owned by the American Bakers Association (ABA) and BEMA and supported by the Retail Bakers of America, the triennial event offers a centralized location for professionals to network and troubleshoot common issues. Not only does it house one million square feet of innovation, but it also hosts IBIEducate, the largest baking industry education event in the Western Hemisphere, with more than 250 sessions, demos and workshops.

Taking advantage of what IBIE has to offer will help bakers and manufacturers of any specialty conduct their vital work. In addition to education, the tradeshow floor offers bakers a chance to interact with hundreds of exhibiting companies to solve their operational challenges.

For the flagship products

Manufacturers in this space are the life force behind household staples, creating a spectrum of products for retailers, foodservice operators and in-store bakeries.

There are plenty of elements that impact the industry. On the regulatory side, FDA changes targeting artificial dyes may require reformulation. Manufacturers are also being kept on their toes through the revamp of healthy claims, sodium and sugar reduction efforts, and proposals that could impact packaging.

Consumer interest in baked goods that align with specific dietary lifestyles is prompting bakers to approach innovation through a new lens and revamp formulation. Demand for compostable or upcycled packaging offers opportunities for manufacturers to go green … though integrating these materials into existing equipment may require retooling.

Wholesale bakers are also facing workforce shortages. In a study conducted with ndp | analytics, ABA revealed findings that estimate 53,300 unfilled jobs in the commercial baking industry by 2030.

Automation alleviates some of those challenges, supporting team members by eliminating labor-intensive tasks and increasing efficiency. Incorporating tech such as AI can also provide real-time information for greater consistency.

IBIE’s Wholesale Bakers Center will offer manufacturers additional insights into sustainability, workforce development and operational efficiencies. The show feature will also serve as a networking hub, connecting bakers with peers and offering ways to elevate their businesses.

Solving for snacks

According to Circana’s “Snack Unwrap: The Insatiable Craving for Growth” report, nearly half of Americans (48.8%) snack three or more times daily. This diverse segment — which Statista projects will have $53.33 billion in revenue

in 2025 — ranges from tortilla chips to extruded snacks to pretzels.

While Americans are snacking more, they also demand more from their snacks. Flavor experience is of significant interest to consumers, which serves as an opportunity for manufacturers to develop new combinations to stand out on shelves. One challenge producers face is the speed-to-market required to meet demands while maintaining quality.

Interest is rising for natural foods and snacks that align with healthy lifestyles. According to Innova Market Insights, consumers are choosing inherently healthy snacks. In turn, snack makers are adjusting formulas and adding more functional ingredients such as fiber and protein. However, ensuring these reformulations work in their current facilities poses a different issue.

Snack manufacturers have also seen a shift toward convenience. On-the-go snacking is still important for consumers, making individually wrapped offerings more appealing. Finding the right packaging size, materials and equipment will

have manufacturers looking to IBIE for the latest innovations and solutions.

For snack food manufacturers aiming to connect with essential suppliers, the Snack Food Pavilion provides a place to dive into the latest trends, technologies and formulations.

A touch base on tortillas

This versatile offering is seeing a meteoric rise thanks to growing consumer interest in better-for-you goods. Paired with younger consumers’ interest in international flavors, the tortilla market — valued at $33.09 billion in 2023, according to a study from The Insight Partners — is not going anywhere.

Data from Bakery Playbook: Tortillas , part of ABA’s research study series sponsored by Dawn Foods, Lesaffre and Puratos, highlighted that the spectrum of product varieties and package sizes provides consumers with more options for various dayparts.

As seen in other factions of baking, tortilla producers are working on integrating

Photo courtesy of

IBIE serves as a hub for networking, allowing showgoers to connect with and learn from one another.

alternative ingredients. To meet demand for low-carb, gluten-free or lower-calorie traits, manufacturers are introducing new ingredients such as dehydrated prickly-pear cactus, buckwheat and almond flour. Sourcing and incorporating these ingredients can require reformulation to ensure the texture and structure pan out and the dough will work with existing equipment.

Consumers are also interested in more traditional varieties. For some, this requires ensuring the proper equipment is in place to execute processes such as nixtamalization. There is also interest in offerings with health-forward attributes, driving innovation through a lens of sodium, cholesterol, trans fat and carb reduction.

As with the rest of the industry, labor is vital for producing tortillas. As workforce challenges persist, producers are investing in automation to reduce repetitive tasks and drive retention.

Working with these considerations requires adapting equipment lines. To help producers adapt, IBIE exhibitors will present an array of solutions designed to ease these challenges.

Perspectives from pizza producers

Pizza, in all its many forms, remains a tried-and-true staple for American households. According to Mintel’s “US Pizza Market Report 2024,” the category had an estimated value of $9.6 billion.

Keeping up with demand requires steady relationships with vendors and ingredient suppliers. Pizza makers on the commercial scale are looking to balance incorporating automation and maintaining an artisan touch. Manufacturers of pizza crusts and pre-portioned dough balls must formulate to consistently meet foodservice operators’ needs. With an uptick in thaw-and-bake solutions, ensuring that products retain their quality is vital.

Packaging is also a major consideration, with manufacturers looking to automation to support this. Like other industry segments, there is also increased innovation with better-for-you ingredients and trendy toppings. Recent updates include crusts made from cauliflower and almond flour and unconventional flavors such as dill pickle and hot honey. Integrating ingredients poses an opportunity to find equipment that meets these needs at the show.

As a collective, baked goods manufacturers are seeing common themes on the operations side. From demand for better-for-you offerings and increased automation to specialty-specific operational challenges, bakers are searching for ways to strengthen their businesses. CB

EDUCATION HIGHLIGHTS

The following sessions are tailored to the current operational needs of bakers in every segment.

WHOLESALE BAKING

• Next-Gen Baking: Integrating Industry 4.0 to Transform Your Baking Operations | Jim Vortherms, CRB

• The Power of Enrichment: Enhancing Nutrition and Leading the Past, Present and Future of Functional Foods | Erin Ball and Toby Amidor, Grain Foods Foundation

• Functional Solutions for Sodium Reduction in Bakery | Dinnie Jordan, Kudos Blends

SNACK FOOD

• Advancing Healthy Snacking with Extruded Ancient Grains | Stefan Bucher, Ardent Mills

• Matching a Flavor to Your Brand | Pamela Oscarson, McCormick

• Startup to Scale: Building Personalized Success in Snack Bar Packaging at Every Stage | Josh Becker, Harpak-Ulma

TORTILLAS

• Tortilla Triumph: Navigating Shelf Life and Formulation in Tortillas | Lariza Lopez de Leon, Caldic North America

• How Consumer Trends Shape US Bakeries: Bakery Research Report | Anne-Marie Roerink, American Bakers Association

• Corn in the Modern Diet: Unlocking Health Benefits Through a Nutritional Staple | Tess Brensing, Corbion

PIZZA MAKERS

• From Field to Flour: How AI is Revolutionizing Wheat & Baking Consistency | Lilach Aviad, Equinom

• Understanding Frozen & Refrigerated Dough Rheology and the Performance Factors to Improve Final Product Quality | Gideon Butler-Smith, Sherrill Cropper, Lesaffre

BROWSE MORE:

See all IBIEducate sessions at www.bakingexpo.com/education.

Plugging In

Communities rich with resources await early-stage brands willing to engage.

BY MARI RYDINGS

courtesy

Photo

of CT Big Food Event

All brands have an origin story.

Dave’s Killer Bread, now part of Flowers Foods, got its start at the Portland, OR, Farmers Market. Tate’s Bake Shop began as literally just that … a small cookie shop in the Hamptons. It’s now part of Mondelez International’s cookie portfolio. Their success didn’t happen overnight, and it didn’t happen in a bubble. To scale their businesses, these brands’ founders tapped into resources tailored toward entrepreneurs and connected with like-minded communities for support at every stage.

According to PMMI, the association for packaging and processing technologies, small brands accounted for 37% of new product introductions in 2023, a 17% gain compared with previous years.

“That’s a significant increase,” said Laura Thompson, VP of tradeshows for PMMI. “In addition to increasing market share, smaller brands are leading the way in innovative packaging and marketing, helping shift the retail landscape. Smaller manufacturers are succeeding by staying nimble, tapping into niche markets that more prominent players might miss, and reaching out to customers in new ways.”

Two factors are driving this growth, according to Circana’s “2024 U.S. CPG Growth Leaders” report: lower barriers to entry and increasing support for emerging brands. The latter addresses some of the most challenging aspects of starting a business such as creating an identity, boosting brand awareness, securing financing, finding a small-scale co-manufacturer, attracting buyers and understanding how product distribution works.

Connecting the dots among Connecticut’s food entrepreneurship ecosystem was the inspiration behind the launch

“In-person events are where the unpredictable magic happens. Brands want to be in front of buyers so we create as many in-person opportunities as possible.”

Daniel Scharff | founder and CEO | Startup CPG

EMERGING BRANDS: RESOURCES FOR

of CT Food Launchpad, founded by Charles Negaro Jr. and Reed Immer, the CEO and director of sales and marketing, respectively, for New Haven, CT-based Chabaso Bakery.

“We noticed a gap in resources geared toward helping brands move from the farmers market to an in-store pilot program or the grocery store shelf,” Immer said. “Chabaso is a mid-size bakery, and we realized these brands are dealing with many of the things we were losing sleep over just a few years ago.”

Over time, CT Food Launchpad has evolved into a one-stop shop for Connecticut-based emerging brands in foodservice and CPG. It serves as a resource hub for brands and solutions providers and includes free access to two comprehensive directories: One compiles young brands by category and distribution level, and the other offers resources for essential services such as legal advice, graphic design, pricing and operations insight.

“With CT Food Launchpad, we’re trying to make it easy for the right folks to connect with the right folks,” Immer said. “It sets the stage for constructive conversations, collaborations and events, both in person and digitally.”

Startup CPG serves the early-stage brand community through digital and in-person resources on a national level. The digital platform offers free access to databases of investors, CPG financing sources, retail chains, brokers, thirdparty logistics providers and distributors; an eponymous podcast featuring conversations with buyers, brands and experts; NielsenIQ (NIQ) category data; virtual networking mixers, educational webinars; and an active Slack community with more than 25,000 users.

www.ctfoodlaunchpad.com

www.ctfoodevent.com

www.emergecpg.com

www.startupcpg.com

Summer Fancy Food Show

June 29-July 1 www.specialtyfood.com

International Baking Industry Exposition Sept. 14-17

www.bakingexpo.com

Pack Expo Las Vegas Sept. 29-Oct. 1

www.packexpolasvegas.com

events give

“When I started Startup CPG, there was no national community for early-stage brands,” said Daniel Scharff, founder and CEO. “I homed my focus on the smallest brands because it’s hard for them. Regardless of where they’re located, these brands have the same challenges, but they weren’t connected to each other.”

Buyers are attracted to brands with an engaging story, a clear growth strategy and a path to profitability. Developing a product is one thing; transforming it into a lasting brand is something else. Julie Pryor, founder and CEO of EmergeCPG, works with early-stage brands to build out these desirable traits.

“I partner with founders to shape strategy and work closely with them to put that strategy into action,” she said. “When you are clear on your brand’s purpose, mission and vision, everything benefits. You make decisions faster.”

That clarity is at the core of Emerge’s multi-track process, which supports earlystage brands with personalized strategy, direct access to leading CPG experts and peers, category insights from NIQ and SPINS, live workshops, one-on-one mentorship, and retail and distribution connections.

Pryor also introduces founders to mentors, specialists and solutions based on their specific needs, which can include funding, brokers, packaging, logistics, paid media and leadership development.

Industry associations such as PMMI have kept pace with the proliferation of small manufacturers, with many expanding to offer content for emerging brands on their digital platforms, at in-person networking events and tradeshows. Business intelligence reports on category trends and manufacturing,

Photo courtesy of Startup CPG

In-person

emerging brands the opportunity to meet other founders and get in front of buyers.

a searchable directory of more than 900 packaging and processing suppliers, and the Package This video series are just a few online resources PMMI offers to young brands.

“Packaging plays a critical role in the success of emerging brands,” Thompson said. “It protects product integrity and shelf life, and it’s a powerful marketing tool that drives consumer attention and repeat purchases. With the packaging and processing industry growing, these resources help bring brands closer to the solutions they need to start their businesses or scale up.”

In-person events such as tradeshows, regional meetups and pitch competitions remain the gold standard for emerging brands because they present opportunities to meet face-to-face with buyers and investors.

“In-person events are where the unpredictable magic happens,” Scharff said. “It’s our top priority to build relationships

with buyers who want to meet early-stage brands, because that’s what brings value. Brands want to be in front of buyers, so we create as many in-person opportunities as possible.”

Tradeshows in particular have evolved to meet the needs of young brands, with many event planners adding dedicated brand exhibitor sections and targeted educational programming.

“We bring our community together at all the major retail-oriented shows, and we draw buyers to our parties and give brands the opportunity to offer samples, especially the ones that are too small to have a booth,” Scharff said.

At the upcoming Pack Expo Las Vegas, first-time buyers of packaging and processing automation can take a Discovery Tour, a curated, expertled experience that offers insights and context, with tour stops that include companies that specialize in working with brands exploring automation.

“We’ll also have more than 100 free educational sessions that emerging brands can take advantage of to learn about the latest trends and best practices in manufacturing, with topics around sustainability, innovation, processing and reusable packaging,” Thompson said.

On a more local scale, CT Food Launchpad hosted the third annual Big Connecticut Food Event earlier this year. The one-day gathering, produced in partnership with the Yale School of Management, brought CPGand wholesale-focused food and beverage brands, buyers, investors and other key stakeholders together to network, share ideas, and showcase products and services. It featured educational sessions on trending topics such as navigating the funding landscape and developing successful partnerships between brands and buyers, as well as a pitch competition and one-onone expert coaching sessions.

“We held 50 expert coaching sessions this year,” Immer said. “We helped brands connect with experts spanning law, graphic design, strategy, operations and pricing. They had several sessions within the span of an hour that otherwise would have taken them six months or more to set up if they were doing it separate from the event.”

The resources available to emerging brands are wide-ranging, but they all have a common thread connecting them: community. Early-stage entrepreneurs represent a unique network of founders and experts who are willing to exchange knowledge and experiences and support one another. Plugging into that community and taking advantage of all the networks it has to offer can propel a brand from emerging to established.

Photo courtesy of PMMI

Industry tradeshows give young brands a chance to network and envision what’s possible as they scale up.

CONNECT ADVISOR: WORK SAFER, SMARTER, FASTER

Optimizing efficiency and productivity while ensuring employee safety is always top of mind for commercial bakeries. Prolonged downtime due to equipment failure or injury can jeopardize the bottom line.

As a global process solutions leader in the bakery and baked goods market, Coperion understands the importance of keeping production lines running smoothly. Its Connect Advisor Remote Services digital platform streamlines equipment maintenance and troubleshooting to reduce downtime, improve efficiency, enhance safety and minimize training time.

The platform is designed to support customers across Coperion’s comprehensive portfolio of brands.

“Connect Advisor seamlessly integrates with all technologies across the Coperion FHN division, providing cohesive and reliable support,” said Kevin Geye, director, aftermarket sales for Coperion. “As a major supplier of multiple technologies and integrated systems — whether it’s conveying, mixing, forming, dividing, dosing or decorating, Coperion brings all that expertise under one umbrella with one thread of support through Connect Advisor.”

Remote Assistance Overview

Connect Advisor’s remote assistance services include:

Streamlined support. A simplified experience and intuitive digital workflows ensure immediate resolution. Live audio and video links make problem-solving and decision-making faster and more efficient.

Instant access to knowledge and expertise. Collaborate with service technicians and subject matter experts in real-time by phone, tablet, laptop or hands-free interactive augmented- and virtual-reality (AR/VR) voice-controlled glasses.

Step-by-step guidance. Using AR, Coperion’s technicians can virtually inspect equipment and provide visual instructions and support as if they were standing on the production floor.

Immersive learning experiences. Working in real-time with expert technicians increases understanding of complex tasks and gives employees the training and confidence to troubleshoot problems.

Operational Benefits

Connect Advisor Remote Services gives bakers the ability to upgrade, troubleshoot, repair, replace or commission equipment in real-time, which results in:

• Improved workforce efficiency through standardized guided digital equipment workflows

• Reduced equipment downtime

• Engaging onboarding and training experiences through immersive learning

• Enhanced employee safety with hands-free AR/VR voice-controlled glasses

• Centralized access to records of previous interactions, including notes, images and video, for future reference

“Connect Advisor is the way service and internal training is headed. It’s definitely the wave of the future.”

Brian Hoover | regional account manager, aftermarket | Coperion

FORTUNE FAVORS THE INNOVATIVE

Consumer preferences are always shifting. From fresh takes on classic treats to all-new, lifestyle-enhancing snacks, baking companies have been innovating non-stop to keep pace, cross markets and maintain loyal buyers. In the 2025 New Product Showcase, the Commercial Baking staff sifted through the top launches of the year to divulge the trends, ingredients and R&D processes guiding the industry. These products highlight the flux of creativity seen in every category, with a special shoutout to the limited-time offers that came and went … but left a lasting impact.

Plantain Flour Artisan Crackers

Artisan Tropic, a family-owned manufacturer of plantain and cassava chips, launched three new additions to its product lineup.

The artisan crackers feature plantain flour sourced from a regenerative farm in the coffee region of Colombia and are available in three flavors: Sea Salt, Chile Lime and Tomato Herb.

“The development of our grain-free, organic, top nine allergen-free crackers was driven by consumer demand and our commitment to providing a nutritious snack option,” said Maria Agudelo, product development coordinator at Artisan Tropic.

The brand — born out of the owner’s familial connection to an autoimmune disease — is dedicated to supporting regenerative agriculture and avoiding ingredients linked to gut inflammation.

“We’ve observed a growing demand for clean-label products that address specific dietary needs,” Agudelo said. “Our R&D team invested considerable time in understanding these shifting preferences while identifying a gap in the market for a flavorful, crunchy and satisfying snack that met these requirements.”

From concept to grocery shelf, the R&D process took approximately two years. Development of the crackers began in

late 2022, and the product was finalized within 10 months, followed by recipe testing, ingredient sourcing and package designing.

“In terms of formulation, we wanted to continue using plantain and cassava — the core ingredients that have been a hallmark of our brand for over 10 years,” Agudelo said. “After several rounds of testing and optimization, we perfected

the recipe to create a cracker that meets all the essential criteria.”

Artisan Tropic’s grain-free crackers are available in 4.25-ounce boxes at an SRP of $5.49 per box. They can be found at more than 1,000 stores nationwide, including Whole Foods, Sprouts and Fresh Thyme, with plans to expand into mass markets and foodservice as well. www.artisantropic.com

Photo courtesy of Artisan Tropic

Better-For-You, Upcycled Cookies

Bake Me Healthy, a woman-owned allergen-free baking brand, went beyond baking mixes with the debut of Soft-Baked Dark Chocolate Chip Cookies.

Kimberle Lau, the brand’s founder, was inspired to create the cookies while holding demos at retailers. Feedback from consumers who were interested in a better-for-you sweet treat but didn’t have the time to bake motivated her to make something more quickly accessible.

“I did customer discovery interviews, polls on Instagram and TikTok, and surveys via email blasts, and what I found is that the snack of choice was cookies,” Lau said.

Through additional research, she uncovered the characteristics and flavors consumers wanted in a cookie and formulated a product with low sugar and high protein. Lau also learned shoppers were interested in smaller snack packs.

“I was planning on launching the cookies in a pouch similar to my baking mixes, and in my discovery calls, consumers said they wanted something portable and portion controlled,” she said. “So, I pivoted to a snack pack of four cookies.”

Lau spent a year developing the product, going through nearly 70 test batches and working with an intern from Cornell University’s food science program to refine the recipe. One of the challenges in creating the cookies was working with upcycled sunflower protein flour.

“People appreciate that the cookies are tasty and soft-baked,” she said. “They love the macros — being low sugar, high in protein and gluten-free.”

Bake Me Healthy Soft-Baked Dark Chocolate Chip Cookies come in a 10-count box and are available on the brand’s website and Amazon for an SRP of $29.99. Single packs are available in select retailers in New York City for an SRP of $2.99-$3.49. www.bakemehealthy.co

Gettin’ Figgy with It

Bobo’s, a snack brand known for its gluten-free, oat-based bars and bites, expanded its portfolio with ‘Fig-Tastic’ Fig Bars.

“Over the past few years, figflavored products have topped the list of consumer requests, making this a natural choice for our next innovative release,” said Catherine Montgomery, assistant brand manager at Bobo’s.

The line features two flavors, Original Fig and Blueberry Fig. Crafted with 100% whole grain oats, the 1.5-ounce Fig Bars combine the natural sweetness of figs with Bobo’s classic oat bars.

“Creating Certified Gluten-Free, nonGMO products that are also dairy- and soy-free requires meticulous attention to ingredient sourcing and manufacturing,” Montgomery said. “Each standard adds complexity, but we believe the extra effort is essential to meet the dietary needs and preferences of our customers.“

Bobo’s developed the Fig Bars to deliver a nostalgic yet elevated snacking experience with the proper balance between texture and flavor. The R&D process took 12 months and involved multiple recipe iterations before the team landed on the one that imparted the desired filling flavor and texture.

“When consumers began requesting fig flavors, we knew we had to take our time to perfect these recipes, ensuring they met both our high standards

and their expectations,” Montgomery said. “Through strong partnerships with like-minded suppliers, we’ve been able to deliver snacks that align with our values and the trust our consumers place in us.”

Bobo’s Fig Bars are available in 5-count packs at Whole Foods Market, Amazon and via the brand’s website for an SRP of $5.99. www.eatbobos.com

Photo courtesy of Bobo’s

Celiac-Friendly Sourdough

Canyon Bakehouse, a Flowers Foods brand, pioneered a new type of gluten-free experience with the release of Sourdough-Style Bread.

“Sourdough has been a growing flavor trend across the bread category for a while now, and the gluten-free category is no different,” said Danielle Benjamin, senior director, brand management for Flowers Foods. “Consumers have been asking us for years to introduce a sourdough bread to our lineup, and we’re excited to make this item available for gluten-free consumers on a national scale, which hasn’t been done before.”

The loaf offers a tangy sourdough flavor in a 100% whole grain gluten-free format. The new product is also dairy-, soy-, sesameand nut-free. Achieving the taste consumers expect from sourdough while maintaining the product’s gluten-free status offered a unique challenge for the R&D team.

“Finding the right balance of acidity and tanginess that didn’t overload your taste buds took months to develop and test with consumers,” Benjamin said.

Taking the time to get it right paid off. Benjamin shared that the new product sold out on the brand’s website the day it launched.

“This enthusiastic reaction underscores the excitement among consumers for a gluten-free sourdough option that delivers authentic flavor without the complexity of traditional preparation,” she said. “Not only is this a beloved flavor in the bread category, but gluten-free sourdough options before this were limited geographically. We’re proud to bring this innovation to the market and look forward to expanding its reach to more consumers.”

Consumers can snag the 18-ounce Canyon Bakehouse Sourdough-Style Bread loaf in the freezer aisle of retailers including Walmart, Sprouts Farmers Market, Fresh Thyme Market and Hy-Vee as well as on the brand’s website at an SRP of $7.99. www.canyonglutenfree.com

Photo courtesy of Canyon Bakehouse

Cactus-Based Tortilla Chips

Casa Arte Sano broke through the salty snack category with the launch of Nopalli Cactus Tortilla Chips in November 2024.

Gerardo Galván created the artisan snack alongside a team of CPG industry vets with more than 20 years of brand-building experience.

The tortilla chips are made from heritage corn, jalapeño pieces, and flour extracted from prickly pear cactus, also known as nopal. The better-for-you product is also shaped like the cactus, and topped with a final dusting of sea salt.

By using nopal, a nutrient-dense alternative ingredient, the chips meet rising demand for better-for-you products and consumer interest in snacks that balance taste and quality.

“Today’s consumers are more informed than ever about what they put into their bodies,” Galván said. “They’re reading labels and demanding transparency and quality. Nopalli offers a snack free from artificial colors and flavors while still delivering the authentic taste of our cultural heritage.”

It took the Casa Arte Sano R&D team 18 months to develop the final product. The plant-based chips are available in four flavors — Sea Salt, Jalapeño, Chile & Limón, and Lime — and are vegan, gluten-free and non-GMO. Each serving has between 130-140 calories.

Nopalli Cactus Tortilla Chips come in 4.5-ounce bags and are available nationwide at Sprouts Farmers Market and Central Market for an SRP of $4.99. www.casa-arte-sano.com

Photos courtesy of Casa Arte Sano

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Smoky Crackers Meet Viral Demand

Cheez-It, a brand under the Kellanova umbrella, responded to consumer demand for bold-flavored snacks with a smoky twist on its classic cheesy crackers. The brand released Cheez-It Smoked Cheddar and Cheez-It Smoked Gouda varieties.

The Smoked Cheddar flavor features a 100% real cheese taste and includes hints of onion and aged cheddar with the additional elevated smoky profile of hickory and oak wood flavors.

The Smoked Gouda variety takes the nutty taste of Gouda and pairs it with hickory and maple wood smoke flavors to capture the essence of a classic cheese flavor with a novel twist.

Many CPG brands are taking cues from social media to influence not only their brand identities, but also their product innovations.

After a consumer video demonstrating how to make homemade smoked Cheez-It crackers went viral on TikTok, the brand innovated accordingly, offering consumers exactly what they wanted.

Despite the trendy nature of the request, Cheez-It decided to go all in by adding the smoked flavors to its permanent snack cracker lineup, which includes Snap’d, Puff’d, Grooves, Duoz and Snack Mix.

Cheez-It Smoked Cheddar and Smoked Gouda crackers are sold in 12.4-ounce boxes for an SRP of $3.99. Consumers can purchase the bold snacks at retailers nationwide, including Publix, Kroger, Walmart and Albertsons. www.cheezit.com

Photo courtesy of Cheez-It

On-the-Go Cookie Bites

Chips Ahoy!, a Mondelez International brand, broke out of its customary cookie category into a new frontier with Baked Bites.

The soft-baked treat, made with real chocolate chips and no high fructose corn syrup, resembles a brownie in both its square shape and chewy texture, but has the flavor of the brand’s classic cookie offering.

“Our innovations at Chips Ahoy! revolve around how we can serve different consumer groups and different types of households,” said Chris Park, director of innovation for Chips Ahoy!. “The possibilities are endless in terms of new product development, and our ambition is to be a prominent sweet-snacking brand overall that isn’t just known for chocolate chip cookies.”

Shoppers are increasingly gravitating toward convenience but aren’t shying away from the desire to indulge whenever they can. By engaging consumers in the R&D process, the brand pinpointed exactly what snackers were looking for.

“We developed our new Chips Ahoy!

Baked Bites product based on consumer research that pointed to a desire for more indulgent, on-the-go snacks,” Park said. “When we went to

our focus groups with the Baked Bites concept, they resoundingly told us this was something they would buy, which gave us the confidence to move into development.”

R&D spanned more than two years and hundreds of hours in the kitchen and relied on consumer feedback to find the perfect recipe.

“We progress by showing consumers the ideas and letting them tell us what they want,” Park said. “They give us the confidence to go beyond the cookie.”

Baked Bites are available in a Blondie variety with more flavors expected soon. Five-count boxes can be found at retailers nationwide for an SRP of $3.98. www.mondelezinternational.com

Photo courtesy of Chips Ahoy!

Sweet Hawaiian Hits the Cracker Aisle

Club Crackers, a Kellanova brand, added a new flavor to the club: Sweet Hawaiian. It’s the popular flavor’s first foray into the cracker category.

“As Sweet Hawaiian rolls have grown significantly in popularity, we saw an opportunity to introduce the flavor in a totally new way with a light, flaky, buttery cracker with just the right hint of sweetness,” said Carrie Foose, director of brand marketing for Club Crackers. “Sweet Hawaiian is one of the flavors people just love. It’s versatile, slightly sweet, and works across both sweet and savory pairings. We wanted to capture that same magic in a cracker, making it easy to enjoy a whole new format.”

From concept to store shelf, the R&D process took just under a year.

“The biggest challenge was capturing the complex flavor notes of Sweet Hawaiian — typically found in freshbaked products — and translating them into a cracker with a different base flavor and texture,” Foose said. “Ultimately, the team crafted a balanced and layered profile that stayed true to both signature flavors.”

The brand celebrated the new flavor launch, which was accompanied by the debut of limited-edition Cinnamon Sugar Club minis, with an exclusive preview to guests at the Book CLUB House,

an immersive fall book club getaway experience for #BookTok followers.

“Consumers have been delighted with this new flavor of cracker,” Foose sai d.

Club Sweet Hawaiian crackers are available in 13.7-ounce packages at retailers nationwide for an SRP of $3.99. www.clubcrackers.com

Photo courtesy of Club Crackers

Ready-to-Finish Brioche Donuts

Clyde’s Donuts added ready-to-finish brioche ring donuts to its portfolio to help in-store bakeries (ISBs) streamline labor, increase their margins, and refresh their bakery cases with minimal operational effort.

“With its artisanal look and elevated taste, the brioche donut is perfectly positioned to meet today’s demand for premium bakery experiences,” said Josh Bickford, president of Clyde’s Donuts. “The concept of premiumization — consumers trading up for better quality — is a significant driver of bakery growth.”

The ready-to-finish format provides ISBs several benefits: labor savings with minimal prep time, flexible flavor customization for limited-time or seasonal offerings, cross-merchandising, and daypart versatility.

“For grocery retailers facing labor challenges, the ready-to-finish brioche donut is more than just a product; it’s a strategic solution,” Bickford said. “Offered par-baked or frozen, this donut requires minimal back-of-house effort. Stores can finish it in-house, glazing it fresh in the morning or customize it with premium toppings later in the day.”

To help its customers envision how ISBs can integrate the donuts into their existing menus, Clyde’s offers recipe inspiration on its website, including concepts for a Bacon & Mash Potato Sandwich and a Pimento Cheese Sandwich.

Clyde’s ready-to-finish brioche donuts are available to ISBs in 66-count cases. www.clydesdonuts.com

Photo courtesy of Clyde’s Donuts

VISIT US AT BOOTH 4643

Bananas for Baked Bars

Cooper Street Snacks, a better-for-you snack company, expanded its Granola Bakes line with the addition of a banana bread flavor. The new snack is inspired by the traditional flavors of homemade banana bread but altered to fit a healthier, more dietary-inclusive format.

Banana Bread Granola Bakes are made without artificial ingredients or preservatives. They are also certified as whole grain, low sodium and peanut-, tree nut-, soy- and dairy-free.

Developing an alternative version of the classic baked good took about six months. The main flavor drivers in the bar are the organic banana pieces, natural banana flavoring and semi-sweet chocolate chips.

“It was a tough ratio to get the ingredients to flow correctly together,” said Max Surnow, CEO and founder of Cooper Street Snacks. “We went through 20 to 30 iterations of the formula before we found the one.”

The final product is a 1-ounce baked bar that serves as a breakfast or snacking option.

“We wanted to deliver a comfort food with the nostalgia of the classic treat,” Surnow said. “The market response has generated a lot of excitement for the flavor.”

While traditional banana bread includes nuts, Cooper Street developed a workaround that uses a proprietary ancient grain blend of quinoa, flax seed, chia seed and buckwheat, with roasted pumpkin seeds adding the expected crunch.

“To create a delicious banana bread bar that doesn’t have nuts in it but still delivers on the crunch and sweetness

while remaining healthy and staying true to the Cooper Street promise was difficult to do,” he said. “But we did it right to solidify our place in the marketplace.”

Banana Bread Granola Bakes are available online in 12- and 24-packs for an SRP of $12.99 and $24.99, respectively, with retail expansion in the works. www.cooperstreet.com

Photo courtesy of Cooper Street Snacks

Balanced Bites

Dave’s Killer Bread, a Flowers Foods brand, grew its product portfolio with the addition of Organic Snack Bites. The portioned clusters combine whole grain crunch with bold flavors.

“After the successful introduction of Dave’s Killer Bread Organic Snack Bars and Amped-Up Protein Bars in 2023 and 2024, we set out to expand our footprint into the better-for-you snacking space with our one-of-a-kind Organic Snack Bites,” said Danielle Benjamin, senior director, brand management for Flowers Foods. “While there’s no shortage of sweet and savory snacking options in stores today, Dave’s Killer Bread Organic

Snack Bites offer a unique product format that delivers ‘killer’ taste and whole grain nutrition.”

Dave’s Killer Bread’s new product is made with a variety of nuts, seeds and whole grains such as quinoa, pumpkin seeds, chia and almonds. The snack is available in six flavors: Cinna Roll, PB & Chocolate, Honey Nut, Epic Everything, Toasted Garlic and Bold Buffalo.

The company recognized the increased consumer interest in better-for-you snacks and leveraged its reputation as a healthy bread provider to tap into a

new CPG segment. R&D for the product lasted roughly a year. It first tested the concept in several key retailers before launching the product nationally. The expansion paved the way for Dave’s Killer Bread to increase distribution. In addition to large-format grocery retailers, the new snack bite portfolio also opens the door to c-stores.

The Organic Snack Bites are currently available in two package sizes: 7.2-ounce in all six flavors and 2-ounce single serve in Honey Oat and Bold Buffalo. The products are sold at grocery stores nationwide for an SRP of $6.99. www.daveskillerbread.com

Photos courtesy of Dave’s Killer Bread

So -Baked Indulgence

Entenmann’s, a Bimbo Bakeries USA (BBU) brand, added Big Chunk Soft Baked Cookies to its product portfolio. The new cookies are available in Chocolate, Mint Chocolate and Salted Caramel Chocolate flavors.

“We’re thrilled to introduce Entenmann’s Big Chunk Soft Baked Cookies to the cookie aisle,” said Andrea Moran Sendra, director, BBU Cookies. “Carefully crafted with bold flavors and a soft-baked texture, these cookies strike the perfect balance of indulgence and convenience. With three varieties, we’re confident they’ll become a new favorite for cookie lovers.”

The soft-baked, square cookies are crafted with real butter and semisweet chocolate and feature a soft, chewy texture. The Mint Chocolate variety features mint chocolate streusel while Salted Caramel includes real chocolate chips and bits of salted caramel.

The individually wrapped cookies balance indulgence with accessibility, providing a sweet treat in an on-the-go format. Every variety of Entenmann’s new cookies is kosher.

Entenmann’s Big Chunk Soft Baked Cookies are available in 8-count packages for an SRP of $5.29 at select grocery chains nationwide. www.entenmanns.com

Photo courtesy of Entenmann’s

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Allergen-Friendly Mini Cookies

Every Body Eat, a manufacturer of allergen-friendly snacks, released a new line of better-for-you mini treats. Cookie Bites are free from the top 14 allergens and available in three flavors: Chocolate Chip, Cranberry Vanilla and Ginger Cinnamon.

Their allergy-free status required an extended product development timeline. The R&D process for the bite-size cookies took about two years.

“Our supply chain is free from seed oils, gluten, corn and the top 14 allergens, so every product starts with unique R&D challenges,” said Trish Thomas, co-founder and CEO. “The secret is to focus on what ingredients we can use versus just trying to find a substitute for the traditional ingredients.”

The brand challenged its R&D team to create an indulgent product that elevated the cookie-eating experience. It met that goal by adding particulates.

“For example, in our Ginger Cinnamon cookies, small bits of chewy ginger evolve the eating experience with a little burst of flavor in every bite,” Thomas said .

T he brand sought feedback from Whole Foods Market during the early stages of development and also

worked with Kroger for input on flavor curation, packaging and positioning.

“Buyers and their teams have so much knowledge about ingredients and what works,” Thomas said .

Every Body Eat Cookie Bites are in Whole Foods Market stores nationwide, Kroger locations on the East Coast, and select gourmet and specialty stores in the Midwest.

In retail locations, the allergen-friendly cookies are available in 5.5-ounce resealable pouches for an SRP of $5.99 and in single-serve bags for an SRP of $2.49. The brand’s website offers 3-count packs of the 5.5-ounce pouches, including a variety pack with all three flavors, for an SRP of $17.99.

The cookies join Every Body Eat’s snack portfolio, which includes Snack Thins and Crispbread Crackers. www.everybodyeating.com

Sustainable Indulgence

Fancypants Baking Co. introduced its line of crispy cookies featuring upcycled ingredients, such as oat flour and okara flour, and sustainable packaging.

“People are looking for indulgent, but they are also more aware of the importance of sustainability initiatives,” said Maura Duggan, founder of Fancypants Baking.

“Our cookies say that if you’re going to make a choice between brands, pick up the bag with upcycled ingredients.”

Fancypants’ R&D process took 18 months to go from concept to store shelf and resulted in six crispy cookie flavors: Birthday Cake, Chocolate Chip, Oatmeal Raisin, Salted Caramel, Mint Chocolate and S’mores. The cookies are baked with ingredients such as Belgian chocolate, raisins, and French sea salt caramel pieces.

The cookie brand also entered the gluten-free segment with its Gluten-Free Chocolate Chip flavor, made with rice flour and upcycled okara flour.

“Fancypants made sure that not only are these gluten-free cookies tasty but that they can be made in our nut-free facility and work for people who have nut allergies,” Duggan said.

Fancypants also manufactures two seasonal flavors — Ginger Snap and

Pumpkin Chocolate Chip — which feature ground, crystallized ginger and organic pumpkin puree, respectively.

The cookie company practices active measures to be sustainable within every facet of cookie production. By manufacturing with upcycled flour, Fancypants diverts food waste, reduces greenhouse emissions and saves millions of gallons of water. The brand’s partnership with Vanguard Renewables also

allows the brand to donate its cookie waste — crumbs and burnt product — to be transformed from organic waste into renewable natural gas. Regarding its packaging, Fancypants ensures each bag of cookies is fully recyclable.

All varieties of Fancypants cookies are available in 5-ounce packages and can be purchased online and at select retailers for an SRP between $4.99 and $5.99. www.fancypantsbakery.com

Photo courtesy of Fancypants Baking Co.

Labor-Friendly Croissant Buns

General Mills Foodservice introduced Pillsbury Croissant Buns to its thawand-serve portfolio. The pre-baked and sliced round buns were created following feedback from foodservice operators looking for a low-labor method to bolster menus.

“Research indicates that elevated sandwiches, such as those using a croissant as the carrier, command higher pricing,” said Chelsey Marshall, senior marketing manager at General Mills Foodservice. “We recognized that while croissants are a beloved menu item and great for sandwiches, they can be difficult for foodservice operators to make without skilled labor or onsite pastry chefs.”

The buns, which are made without high fructose corn syrup, feature a sweet, dairy flavor with buttery notes and a flaky texture. While R&D typically takes anywhere from 12 to 24 months, creating this product wasn’t as challenging for the General Mills Foodservice team.

“Thankfully, we weren’t starting from scratch with the launch as we have a long history of innovating in this space with both of our thaw-and-serve baked goods and croissants,” Marshall said.

Since the product’s launch in September 2024, the company has received positive feedback from foodservice operators.

“They appreciate that this is a thawand-serve product that requires minimal back-of-house preparation and how the product gives them endless sandwich opportunities,” she continued. “Further, our Chefs of the Mills team continually brings new sandwich ideas and inspiration to the table, including specific recipes using the Pillsbury Croissant Bun and other Pillsbury croissants.”

Pillsbury Croissant Buns are available in a 2-ounce size in 80 units per case across all foodservice channels. Individually wrapped trays include four buns each, offering foodservice operators the flexibility to use what they need. www.generalmillsfoodservice.com

Photo courtesy of General Mills Foodservice

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Pull-Apart Fritter Rings

Hostess, under The J.M. Smucker Co. umbrella of brands, expanded its portfolio of sweet baked goods with the recent addition of Donettes Fritter Rings.

The individually wrapped Donettes Fritter Rings are crafted in a new pullapart bubble design for sharing.

“Our Hostess Donettes Fritter Rings bring a unique form to the growing morning snacking occasion,” said Aundrea Graver, director of marketing, Sweet Baked Snacks for Hostess Brands.

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companies spend on R&D is often reflected in the product itself, so it’s crucial to take several metrics into account when crafting a new baked good, including consumer feedback.

“We have a robust innovation process,” Garver said. “We are working on innovation multiple years before launch to ensure time for product development, consumer testing and bakery production.”

The snack cake rings are available in an Apple Cinnamon variety, made with real apple inclusions and coated with a sweet glaze.

“As leaders in snacking innovation, we speak to everyone’s snack cravings and bringing joy to everyday moments, and our Donettes Fritter Rings do just that,” said Becky Yadav, senior brand manager at Hostess Brands. “With their fun, pull-apart shape and comforting apple cinnamon flavor, these fritterinspired donuts are the ultimate snackable delight.”

Each Donettes Fritter Rings box features six 1.73-ounce donuts. Consumers can find the shareable treats on the Hostess site and on shelves at major retailers nationwide for an SRP of $4.99. www.hostesscakes.com

Photo courtesy of Hostess Brands

Breakfast-Inspired Snack Bars

Kind Snacks, a Mars, Inc. brand, launched a new line of school-friendly snack bars designed for children. The KIND Kids product line includes two breakfast-inspired snack bar flavors, Chocolate Chip and Blueberry Muffin.

The nutrient-dense soft- baked bars are 140 calories each and contain 5 grams of protein and 2 grams of fiber per serving. Made with 100% whole grains, the bars feature ingredients such as dried blueberries, chicory root fiber, sea salt and oat milk powder.

The gluten-free snack bars omit tree nuts and peanuts and are Non-GMO Project verified. The bars are also low in sodium, made without artificial flavors or colors, and contain 0 grams of trans fats.

“Finding a school-friendly snack kids love and that parents feel good about packing in their kids’ lunchboxes shouldn’t be hard,” said Osher Hoberman, chief marketing officer at Kind. “With our new KIND Kids bars, we’re hoping to make both back-to-school season and all future snack planning easier, not to mention more delicious and nutritious.”

The brand strategically repositioned the KIND Kids product line to better address gaps in the kids’ snacking space. Research and development for the snack bars lasted roughly 16 months. The R&D team tried different

formulations, adjusted equipment and ran multiple product trials to come up with a soft-baked formula that withstood the production process without compromising on texture, taste or nutrition.

Consumers can find the individually wrapped KIND Kids bars in 5-count packs at grocery stores nationwide and on Amazon for an SRP of $4.99-$5.99 per box. www.kindsnacks.com

Photos courtesy of Kind Snacks

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Protein-Packed Pretzels

Kindling Snacks, an emerging betterfor-you brand, disrupted the salty snack segment with its Protein Pretzels.

The brand is the brainchild of Cameron Smith, founder and CEO, and Brandon Porras, co-founder. Smith, who previously co-founded Kodiak Cakes, was inspired to create the pretzels when trying to find nutritious snacks for his kids’ lunches.

Product development began in early 2024 with a heavy focus on taste. The Kindling team went through hundreds of iterations before landing on the final pretzel formula.

“A challenge the team anticipated and successfully overcame was achiev-

ing that classic, nostalgic pretzel taste and crunch using 100 percent whole grain and a boosted protein profile without compromising flavor or relying on unwanted additives,” Smith said. “The team knew they wanted to win on taste first and spent months getting every detail right. After numerous rounds of testing and way too many protein types and combinations, the team finally landed on the perfect pairing: chickpea protein and wheat protein isolate.”

Kindling Snacks’ non-GMO pretzels offer 8 to 9 grams of protein per serving and are made with 100% whole grain wheat flour and high oleic sunflower oil.

Since the product’s launch, Kindling Snacks protein pretzels have received a

positive response from consumers looking for healthier snacking options.

“Early response to Kindling’s presence in retail locations has been strong, reflecting growing consumer demand for protein-packed snacks that deliver on both taste and nutrition,” Smith said.

The product debuted with four flavors — Sea Salt, Dill Pickle, Honey Mustard, and Garlic Parmesan — in a variety of package sizes, including 1-ounce single serve and 6.5- to 7-ounce bags.

Kindling Snacks Protein Pretzels are available through the brand’s website, Amazon, and at select Costco, Hy-Vee and Harris Teeter retailers at an SRP of $6.99. www.kindlingsnacks.com

Photo courtesy of Kindling Snacks

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Sweet and Soft Pretzel Bites

King’s Hawaiian, a family-owned baking company specializing in Hawaiian-inspired breads and rolls, entered the snacking category with the creation of Original Hawaiian Sweet Soft Pretzel Bites.

“At King’s Hawaiian, we’ve always set out to dial up the joy associated with eating occasions big and small, and it just makes sense for that to include snacking,” said Holger Kraetschmer, CMO at King’s Hawaiian. “Snacking is nearly universal, and our research indicates snacking frequency trending upwards, whether that’s on the go, during elevated gatherings or as a ‘treat yourself’ moment.”

The company’s research also identified a shift in consumer preference toward snacks different from what is normally available in the grocery store.

“The [COVID-19] pandemic certainly had an impact on this, with a lot of consumers growing accustomed to being able to enjoy ‘restaurant quality’ experiences at home,” Kraetschmer said. “This remained true even as they’ve generally returned to those outside-ofhome experiences. We saw an opportunity to deliver on this in a way only King’s Hawaiian can: creating a snack that’s as easy to enjoy as it is delicious, with the quality you’d expect from a restaurant.”

R&D began in 2020, followed by a test run in select markets in 2021. Bolstered by a positive response to the 2022 launch of the company’s first pretzel bread products, and with a desire to cater to the growing snack market, the Sweet Soft Pretzel Bites made their official debut in 2024.

King’s Hawaiian Original Hawaiian Sweet Soft Pretzel Bites are available at retailers nationwide in a 10.2ounce package with an SRP of $8.99. www.kingshawaiian.com

Photo courtesy of King’s Hawaiian

Chocolate on the Trail

Kodiak, best known for its better-for-you snacks and baking mixes, has expanded its bars portfolio with Sweet & Salty Trail Bars.

“The Sweet & Salty Trail Bar meets consumer demand for granola bars made with real ingredients and a premium product experience,” said Rebecka Fitzkee, director of brand management at Kodiak. “With 7 grams of protein, whole grains, 100 percent real chocolate, and a good source of fiber, it delivers both great taste and quality ingredients.”

Sonali Dalvi, VP and head of R&D at Kodiak, shared that the protein-packed bars were developed to meet the company’s internal ‘ingredient compass’ as well as fill a gap in the market for bars coated with real milk chocolate.

“We wanted to create a differentiated offering in the sweet and salty (fruit, nuts and seeds) space,” Dalvi said. “With Kodiak’s clean, wholesome ingredient mantra, using real chocolate to bottomenrobe the bar provided a unique sensorial characteristic which resonated well with the consumer as there are few real chocolate-coated bars in the market.”

Kodiak’s R&D team experimented with several types of chocolate to ensure a balance between taste and manufacturability.

The Sweet & Salty Snack Bars debuted with two flavors: Cranberry Chocolate Chip and Chocolate Almond. Each 1.23-ounce bar serves as a source of fiber and protein and features nutritional ingredients such as almonds and pumpkin seeds.

Initial customer and consumer reactions through testing and demos at shows such as Natural Products Expo West have been positive, according to Dalvi, with feedback highlighting the bars’ flavor and texture.

Kodiak Sweet & Salty Trail Bars are available in 5-count packs in retailers including Walmart and Kroger nationwide at an SRP of $5.99. www.kodiakcakes.com

Photos courtesy of Kodiak

Simply Authentic Tortillas

La Tortilla Factory, an Insignia International brand, introduced Tradición, a new line of corn and flour tortillas. The authentic tortillas balance artisanal taste with simple and traditional ingredients.

The new tortillas are available in five varieties: Fajita, Soft Yellow Corn, Soft White Corn, Burrito Flour, and Soft Taco Flour in package sizes of 20-count, 30-count, 30- and 72-count, 8- and 24-count, and 10- and 24-count, respectively. All five

are low in sodium and contain no cholesterol or trans fats. The flour tortillas feature unbleached flour only, while the corn tortillas are gluten-free. Each variety of the tortillas are Non-GMO Project Verified and certified kosher.

“Insignia International is forging a new frontier of flavor in the Hispanic food space, and Tradición tortillas stand out among the competition,” said Adam Butler, CEO of Insignia Interna -

tional. “These tortillas are complete and balanced with an uncomplicated intensity; you’d never know it takes such hard work to create something this simple.”

La Tortilla Factory expanded its distribution nationwide, and the new flour and corn tortillas are available in select retailers across California, Seattle, Denver and the Southwest. www.latortillafactory.com

Photo courtesy of La Tortilla Factory

Sprouted Oat Bars

Lexington Bakes, originally known for its eco-conscious cookies and brownies, broadened its portfolio with the addition of Chilled Oat Bars. The new product was inspired by the flavors of traditional British flapjacks and is sweetened with maple syrup and Just Date sugar.

“Taking this classic British breakfast staple and reimagining it for what the modern consumer craves, along with fulfilling a few other business goals like having a cacao-free product line, became the perfect next step for our portfolio,” said Lex Evan, founder and CEO of Lexington Bakes.

From concept to store shelf, R&D for the product lasted two weeks and saw 20 different formula iterations before the final recipe was determined.

“Our chilled breakfast bars take our mission to reimagine nostalgic treats beyond dessert,” Evan said. “Refrigerated snacks and healthy snacks are set to grow at a CAGR of six to seven percent, respectively, through 2034, and this data helped us align our brand vision with the direction of our target consumers’ needs.”

The Chilled Oat Bars are currently available in two flavors: Maple Brown Butter and Raspberry Crumble. Reflecting the brand’s promise of “No Naughty Ingredients,” the bars are 100% organic, naturally gluten-free and omit artificial ingredients.

“Our oat bars deliver on the extraordinary taste for which we are known, with 50 percent less sugar than our indulgent dessert treats,” Evan said. “By enhancing our ‘No Naughty Ingredients’ standards for breakfast bars to include no refined sugar, we’ve designed a healthier treat to start the day.”

Each 1.65-ounce oat bar features 4 grams of protein, 4 grams of fiber and 9 grams of sugar. Marketed as “oatmeal on the go,” Lexington Bakes’ Chilled Oat Bars are suitable for snacking and quick breakfasts. A future launch of Apple Cinnamon and Cocoa Banana flavors, both of which are vegan and top nine allergen-free, is expected to hit store shelves in the fall.

The Chilled Oat Bars are available in individually wrapped packages at select retailers nationwide for an SRP of $4.99, and in 6-count packages on the brand’s website for $30. www.lexingtonbakes.com

Photo courtesy of Lexington Bakes

Upcycled Loaves

Misfits Market, an e-commerce retailer that ships directly to consumers, collaborated with Upcycled Foods Inc. on the launch of Multigrain Bread and Honey Wheat Bread, the retailer’s first upcycled breads for its Odds & Ends private label brand.

The release of the new bread line supports the brands’ missions of reducing food waste while bringing high-quality, purpose-driven products to consumers.

“Incorporating upcycled ingredients into product innovation is one of the most direct and scalable ways food brands can drive sustainability,” said Dan Kurzrock, founder and CEO of Upcycled Foods. “This partnership is a testament to what is possible when companies commit to reducing food waste together in a meaningful way.”

Misfits Market was left with an unexpected disruption after its private label bread supplier suddenly closed its doors. By connecting with Upcycled Foods, the retailer found a way to pivot and formulate with ReGrained SuperGrain, an upcycled ingredient created from leftover grain from the beer brewing process.

“We were able to leverage specialized bakery formulation support from Puratos to inform our final recipes and scale with our final supplier,” said Morgan Drummond, senior director of private label at Misfits Market. “The process involved a couple of rounds of recipe sampling and trials, but we

quickly landed on formulations we were confident Misfits Market customers would be pleased with.”

The process took eight months from the original supplier’s closure notice to launch time.

Odds & Ends Upcycled Breads are available in sliced 24-ounce loaves for an SRP of $4.49. www.misfitsmarket.com

Photo courtesy of Misfits Market

Roaring into the Cookie Aisle

Mother’s Cookies, a Ferrero North America brand, shook up its portfolio with the launch of Mighty Dynamite Dinosaurs Cookies.

The new release draws inspiration from Universal Pictures’ Jurassic World franchise. Not only is this the cookie brand’s first addition to the lineup in four years, but it also marks the first time the enrobed animal cookies are chocolate-flavored.

“Mother’s Cookies is all about providing families with fun ways to create memories together, and what better way to do so than by adding two things to our portfolio we know kids love — chocolate and dinosaurs,” said Rachna Patel, VP, distinctive brands marketing at Ferrero.

Mighty Dynamite chocolate cookies feature blue and green vanilla-flavored frosting and orange and black sprinkles. As with other products in the Mother’s Cookies lineup, the latest addition includes an assortment of shapes. In this case, the cookies take the form of dinosaurs such as Pteranodon, Tyrannosaurus Rex, Brachiosaurus and Triceratops.

“We are confident consumers will love these new cookies as much as our classic vanilla shortbread and look forward to seeing all the snack time adventures,” Patel said.

Mother’s Cookies Dynamite Dinosaurs are available in 9-ounce resealable bags at retailers nationwide for an SRP of $4.80. www.motherscookies.com

Photo courtesy of Mother’s Cookies

Hot Dog Buns Gone Keto

Nature’s Own, a Flowers Foods brand, furthered its keto bread products line with the addition of Nature’s Own Life Keto Soft White Hot Dog Buns.

The new product features a soft texture, with each bun boasting 1 net carb and 60 calories. As with other offerings in the Nature’s Own portfolio, the hot dog buns are made without artificial flavors, colors, preservatives or high fructose corn syrup.

“Consumers who love the low-carb promise, flavor and soft texture of these products and retailers that saw the strong demand began asking for more, which led to the recent launch of Nature’s Own Life Keto Hot Dog Buns and a new Multi-Grain Loaf,” said Krystle Farlow, senior director of brand management at Nature’s Own.

Nature’s Own began working on introducing keto-friendly options into the lineup in 2021. Farlow noted that the brand’s R&D team was challenged to create a low net carb bread with the same texture as its traditional counterpart. This led to the 2023 debut of the Nature’s Own Life Keto One Loaf.

With the new launch this year, the number of Nature’s Own Life Keto items has grown to four SKUs. Farlow said the market response for these buns has been positive so far, similar to that of the

brand’s previous keto launches. The new product is available alongside other Life Keto items.

“We want consumers who follow a low-carb lifestyle to be able to easily find the new item alongside their other Nature’s Own Life Keto favorites, so our goal is to have it in every store that carries our keto lineup,” Farlow said.

Nature’s Own Keto Life Soft White Hot Dog Buns come in 8-count, 12-ounce bags and are available at retailers nationwide for an SRP of $6.99. www.naturesownbread.com

Photo courtesy of Nature’s Own

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Sourdough Buckwheat Tortillas

Pacha, a producer of regenerative buckwheat-based, allergen-free baked goods, debuted Sourdough Buckwheat Tortillas.

“As sourdough and regenerative foods gain momentum, we see an opportunity to introduce a truly clean, gut-friendly tortilla that supports both people and the planet,” said Adam Hiner, co-founder of Pacha. “With just two organic ingredients and a time-tested fermentation process, this product is a game changer for consumers and retailers looking for innovation in the bread and bakery category.”

The idea of adding tortillas to the company’s portfolio came about by happenstance: The team was experimenting with making crackers and pulled product from the oven a little early to check it.

“I picked one up and thought, ‘This is like a miniature tortilla,’” Hiner said. “From that moment on, we prioritized tortillas as our next innovation. Our tortillas are the only organic, gluten-free (non-corn) tortilla on the market nationwide. They are also the only binder-free, two-ingredient tortilla on the market.”

Product development took just over a year. The company’s decision to follow the same recipe and sprouting and fermenting process it uses for its bread helped shorten the R&D timeline.

“We experimented with some other seeds and grains as alternative ingredients but found the simple buckwheat recipe was the best,” Hiner said. “The biggest challenge was figuring out how to produce them. The recipe for the batter was already complete, but pressing and baking them on a production scale was a whole other story because our dough is very unique, more like a batter. We ended up developing a custom press.”

Sourdough buckwheat tortillas are available on the company’s website at an SRP of $9.99 for an 8-count pack. The brand plans to launch in Whole Foods Market stores nationwide this fall, followed by independent retailers and natural food stores. www.livepacha.com

Milano’s White Chocolate Era

Pepperidge Farm, a brand under The Campbell’s Co., debuted its first-ever Milano White Chocolate cookie as part of its ongoing innovation strategy to bring new flavor combinations to market. The sandwich cookie features two biscuits filled with white chocolate and one of three flavors: Coconut, Lemon or Strawberry.

“Building on the existing success of Milano Orange and Raspberry Chocolate cookies, we identified fruit flavors as an area of opportunity to grow our iconic portfolio and reach a new segment of millennial consumers,” said Ama Auwarter, VP of Pepperidge Farm, bakery and cookies. “Expanding our

fruit-forward offerings meant venturing beyond milk and dark chocolate, as their more bitter cocoa notes clash with the acidity in many fruit flavors. Our R&D experts identified white chocolate as the ideal creamy, neutral base that allows fruit flavors to shine.”

During the R&D process, which began in 2023, the brand relied on detailed market research on millennials’ taste preferences and partnerships with flavor companies and its in-house culinary team to experiment with various flavor formats.

“Our biggest challenge in the R&D phase was narrowing down which fruit

flavors to launch first,” Auwarter said. “White chocolate opened up endless possibilities, and we tested countless combinations before selecting three flavors we believe will resonate with the most taste palates and allow for the greatest consumer reach.”

The brand briefly expanded its white chocolate Milano cookie selection earlier this year with the limited-edition launch of Caramel Cafe au Lait flavor featuring caramel and light-roast coffee.

Milano White Chocolate Cookies are available in 7-ounce packs at retailers across the country for an SRP of $5.09. www.pepperidgefarm.com

Photo courtesy of Pepperidge Farm

Ready-to-Go Cake Squares

Rise Baking Co.’s pre-cut, iced cake squares were developed to support foodservice operators and in-store bakers by eliminating the labor- intensive steps of icing and slicing. The new product also helps bakers meet evolving consumer shopping behaviors in a convenient format.

“Our pre-cut, iced cake squares solve a key challenge our customers face: a shortage of trained labor for cake decorating,” said Michael Docherty, senior VP of marketing, R&D and strategy for Rise Baking. “Too often, bakery teams are tied up with custom orders, leaving shelves empty of everyday items and resulting in missed sales opportunities. We saw an opportunity to streamline the process for customers, allowing them

to maintain freshness and quality while ensuring consistent portions, reducing labor demands and keeping their bakery cases stocked.”

The product line features consumerfavorite flavors, and Rise Baking expects to introduce seasonal flavors to meet customer and consumer needs throughout the year. The cake squares also provide the product versatility customers need to offer a range of price points.

“They can serve them as an openingprice-point solution when packaged and merchandised as is, or they can be decorated and topped to create a more premium offering, allowing customers to command a higher price point,” Docherty said.

Market response has been positive, with customers seeing growth in cake square sales after switching to the product.

“One customer reported a 10 percent increase in sales, while others have successfully leveraged the product for promotions,” Docherty said. “Another customer saw more than 50 percent growth in unit sales during a promotion, demonstrating the impact of having a reliable, turnkey product that meets consumer demand.”

Rise Baking’s pre-cut, iced cake squares are available for nationwide distribution to in-store bakeries and grocery retailers, with possible expansion into c-stores in the future. www.risebakingcompany.com

Photos courtesy of Rise Baking Co.

Bringing the Heat

RITZ, a Mondelez International brand, launched its newest flavor innovation: Hot Honey.

The sweet and spicy flavor profile has seen an uptick in the CPG space. According to the 2024 North American Consumer Snacking Study, younger consumers seek spicy profiles more than the general population, with 44% of Gen Z demanding more hot flavors for snacking options.

“The RITZ brand’s new Hot Honey c racker brings this flavor to life in a way that’s accessible and snackable for everyone,” said Steven Saenen, VP of marketing at Mondelez International. “The rich hot honey taste combines with a delicious, flaky texture to serve as a creative base for endless toppings.”

It took one year to bring the hot honey crackers from concept to consumable, with formula iteration being the brand’s biggest obstacle.

“It was a challenge to balance the sweet honey flavor with spice while maintaining the flaky, buttery equity consumers expect from RITZ,” said Julie McGlade, senior group leader, product development at RITZ. “We leveraged our internal culinary committee and chef to provide continuous feedback on prototypes as we balanced optimizing the formula and ensuring technical rigor.”

Consumers are enjoying the versatility the new offering brings to snacking occasions and flavor pairings.

“We’ve had great reviews and reactions from the industry, with RITZ Hot Honey being the highest-performing product within our spicy bundle,” Saenen said.

Unlocking spicy profiles and appealing to younger generations is one way the brand is positioning itself for long-term growth in the snacking aisle. According to Saenen, there is more to come as the company continues with future innovations and additions to the RITZ Spicy Bundle product portfolio.

RITZ Hot Honey crackers are available in 13.7-ounce boxes at retailers nationwide for an SRP of $4.29. www.mondelezinternational.com

Photo courtesy of

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12-Slice Half Loaves

Sara Lee Bread, a brand under the Bimbo Bakeries USA banner, broke into the smaller portion segment with the debut of its Sara Lee Half Loaf line.

Portioned at 12 slices per loaf, the new breads appeal to two different consumer sections: smaller households and those with busy families with varying taste and size preferences. The smaller size and three flavor options make it easier for bigger households to mix-and-match the half loaves to align with different snacking and meal occasions.

“At Sara Lee Bread, we understand that many customers in smaller households want to enjoy fresh, delicious bread without worrying about the waste,” said Nick Pitone, senior brand

manager at Sara Lee Bread. ”With our new half l oaves, we’re delivering just that – delicious, high-quality bread in a smaller, more convenient size.”

The w hite bread variety is suitable for day-to-day occasions and includes vitamins A, D and E. Sara Lee’s Honey Butter flavor, derived from the inclusion of honey, is ideal for consumers interested in additional flavor with a touch of sweetness. Lastly, the 9 Grain option is crafted with whole grains and aligns with health-minded shoppers’ interest in better-for-you breads.

Sara Lee Bread Half Loaves are available in 12-ounce loaves at retailers nationwide, including Walmart, for an SRP of $2.49. www.saraleebread.com

Photo courtesy of Sara Lee Bread

Old Tyme, Artisan Version

Schmidt Baking Co., part of the H&S Family of Bakerie s, broadened its product lineup with the introduction of its Artisan’s Choice breads under the Old Tyme brand.

The baking company’s leaders discussed developing an artisan-style line and a half-loaf option for several years before deciding to merge the two concepts.

“The goal of the new line is to meet the needs of the consumer who is more selective of the quality they add to their basket when purchasing bread,” said Ryan Paterakis, director of national sales for H&S Bakeries.

The Artisan’s Choice line features three bread varieties with an array of flavors and needs. Ancient Grains & Seeds serves as a better-for-you option; Rustic Brioche leans into indulgence with a sweet profile; and Italian Rustico appeals to consumers seeking a savory option with olive oil, sea salt, garlic and onion.

“The biggest challenge was coming up with a concept and varieties that differentiate from our current lineup and our competitors,” said Jeff Sobotta, VP of Schmidt Baking.

Paterakis shared that market feedback on the Old Tyme Artisan’s Choice line has been positive.

“Research shows that food waste is a growing concern for people in the US,” he said. “Offering a smaller, ‘perfect portion’ in a 14-ounce loaf is a way to reduce potential food waste. Similarly, the growing trend of artisan-style breads for commercial bread and rolls has been growing in popularity.”

All bread varieties in the Schmidt Baking Co. Artisan’s Choice line are available in a 10-slice bag at an SRP of $2.99. The Old Tyme half loaves are available at grocers in the m id-Atlantic region and at Walmart stores in the Northeast. www.schmidtoldtyme.com

Photo courtesy of Schmidt Baking Co.

Pretzels ... Popcorn Style

Snack Factory, a The Campbell’s Co. brand, launched Pop’ums, an innovation that combines the texture of popcorn and the crunch of pretzels in one bite-sized crisp.

The new offering is available in three flavors: White Cheddar, Sea Salt and Golden Mustard BBQ.

R&D for the new product began in 2023, with roughly 30 recipes behind the innovation. During the market research phase, the brand experimented with the existing pretzel landscape and ideated how to give it a lighter, puffier twist. Drawing inspiration from the salty snack segment, the R&D team experimented to find the winning balance of lightness and crunchiness.

“Unlike most other pretzels on the market, Pop’ums are heated to a high temperature and use a combination of bakery-inspired leavening agents to create a lightness and satisfying crispiness,” said Colleen Casey, senior brand manager, snacks marketing at Snack Factory.

The team also hand-drew the ideal shape and used in-house tools to form the dough before passing the cutouts to the equipment supplier. They tested six shape variations before landing on the one found on shelves today.

“Pop’ums’ innovative shape results from the combination of the dough forming and proprietary production process, making each piece unique,” Casey added.

The release of Pop’ums supports the brand’s aggressive growth plans into the $30 billion salty snack category.

“As we celebrate our 20th anniversary with this exciting innovation, we hope snackers begin to recognize Snack Factory even more so as the brand that encourages them to rethink their pretzels,” Casey said.

Snack Factory’s Pop’ums are available at retailers nationwide in a 9-ounce package for an SRP of $5.49. www.snackfactory.com

Photo courtesy of Snack Factory

Gluten-Free Texas Toast

T. Marzetti Co., a subsidiary of Lancaster Colony Corp., added a gluten-free line of its New York Bakery brand’s frozen Texas toast to its portfolio.

The gluten-free breads — which are available in Texas Toast and FiveCheese Texas Toast flavors — feature the texture, volume and structural integrity of the traditional variety.

“We saw a clear opportunity to give consumers a true ‘bread-like’ experience — crispy on the outside, soft and chewy on the inside — without any gluten,” said Izzy Laanaba, senior director, brand management at T. Marzetti. “Developing the product is a reflection of our commitment to inclusivity and to making sure everyone can enjoy the comforting flavors our breads are known for.”

To create the gluten-free varieties, T. Marzetti’s R&D team re-engineered every step of the process and developed a patent-pending dough-based formula that proofs and rises like traditional bread.

“The toughest hurdle was nailing the signature texture people expect from bakery-style toast,” Laanaba said. “It took dozens of iterations and close collaboration across R&D, operations and quality teams, but we refused to release the product until it delivered the same chew, moisture and flavor as our classic Texas Toast.”

Once the final recipe and production technology came together, the company moved from concept approval to the freezer aisle in roughly eight months.

“The reception has been overwhelmingly positive,” Laanaba said. “Shoppers — whether gluten-sensitive or not — tell us they’re amazed they can’t tell it’s gluten-free, and retailers are thrilled to have a premium gluten-free option that lives up to the New York Bakery name.”

Gluten-Free Texas Toast and GlutenFree Five Cheese Texas Toast are available in a 6-slice box. SRP is between $6.99-$7.99 at grocery stores nationwide. www.tmarzetticompany.com

Photo courtesy of T. Marzetti Co.

Congratulations to The Cloud Boys Bakery and T. Marzetti Company for being recognized with a 2025 “Product of the Year” Award.

Wilevco is proud that your New York Bakery Gluten Free Texas Toast was awarded the top gluten free item.

Winner Gluten Free Category. Survey of 40,000 people by Kantar.

So -Baked Decadence

Tate’s Bake Shop, a Mondelez International brand known for its thinand-crispy cookies, expanded its product line with Soft Baked Cookies.

The company has produced softtextured baked goods such as pies, brownies and cakes at the Tate’s Bake Shop in Southhampton, NY, since 1980, but this launch marks the brand’s first such product for grocery store shelves.

“The biggest barrier of entry to Tate’s was texture; some people prefer a soft cookie,” said Jessica Goon, CMO of Tate’s Bake Shop. “Our inspiration was the Bake Shop; we wanted to create a similar product that was accessible every day in the cookie aisle.”

R&D took about three years as the team worked to formulate a recipe that captured the same soft, chewy texture as the Bake Shop product and delivered the shelf life required for retail.

“We wanted to use the same ingredients, such as real chocolate, but it’s hard to work with those natural ingredients and get the desired shelf life,” Goon said. “There were dozens of iterations — sometimes a tweak to the type of dark chocolate chunk or the amount of chips — before we perfected the recipe.”

The cookies are available in two varieties: Soft Baked Chocolate Chip and

Soft Baked Dark Chocolate Chunk. The former is a nod to Tate’s signature thinand-crispy cookies; the latter is a brandfirst cookie flavor.

“Consumers told us they wanted a dark chocolate flavor,” Goon said. “There’s a different level of decadence to the dark chocolate chunk that brings something special to that soft-baked texture.”

Tate’s Soft Baked Cookies are available in grocery stores nationwide for an SRP between $5.89-$6.99. Bundles and multi-packs are sold through the company’s website and on Amazon. www.tatesbakeshop.com

Photo courtesy of Tate’s Bake Shop

Artisanal Authenticity

Tom Cat Bakery, a producer of artisan breads, crafted a line of Japanese Milk Bread products for retail and foodservice customers.

Created in collaboration with Japanese food manufacturing company Yamazaki Baking, with input from foodservice customers who pointed out the lack of options available in the US, Tom Cat Bakery’s Japanese Milk Bread products merge authentic Japanese baking traditions with American artisan standards.

“After talking with customers, analyzing the trends, and researching the techniques required to make the best, most authentic Japanese Milk Bread, we decided this product would be an excellent addition to our artisan breads,” said Peter Sonenstein, VP of marketing at Tom Cat Bakery.

Japanese Milk Bread — also known as Shokupan — is made with all-natural ingredients and sweetened with honey and heavy cream.

The R&D process, which spanned over the course of a year, included in-depth formulation research, new equipment, and collaboration with master bakers from Yamazaki Baking to guarantee an authentic and highquality product.

“To ensure our bakers were fully aware of the desired flavor and texture, we went straight to the source and obtained numerous sample loaves from Japan and from Yamazaki’s retail bakeries in California,” Sonenstein added. “We also invested in special equipment needed to make the yudane, the cooked flour and water mixture that is essential to creating the unique, springy texture of Shokupan.”

Along with the Shokupan sandwich bread, Tom Cat Bakery also released a seeded pull-apart roll and burger bun.

Tom Cat Bakery’s Japanese Milk Bread products are available to foodservice customers through Dot Foods; consumers can find the Japanese Milk Sandwich bread, seeded pull-apart rolls and burger buns at retailers nationwide for an SRP of $7.99. www.tomcatbakery.com

Photo courtesy of Tom Cat Bakery

Sourdough Front and Center

Unique Snacks, a sixth-generation family-owned company, tapped into the mini pretzel category with its newest innovation: Knead ’Ems.

The bite-sized, artisan-style mini pretzels are made with a new sourdough recipe that adds a tang and crunch to the snacking staple.

“We hang our hat on making the highest quality versions of any pretzels, and we’ve always tried to develop products that don’t exist on the market,” said Justin Spannuth, VP and COO of Unique Snacks. “We made the Knead ’Ems line to showcase our abilities in commodity-style products.”

Unique Snacks recognized the opportunity to respond to consumer demand in the mini pretzel category by creating a snack made with fewer ingredients and more flavor. The high-volume market became the brand’s white space to innovate.

To ensure ingredient compatibility, the R&D team took a little over a year to fully develop the recipe, with roughly five iterations of the product.

“The integration of sourdough can cause its own challenges,” Spannuth said. “Baking is a very finicky space, with a lot of natural action going on, so developing a recipe that is capable of

commercialization is not always easy. We had to work through those issues on multiple iterations of the product.”

Originally, the Knead ’Ems recipe was tested with sourdough concentrates, but the team determined that making the sourdough and developing the flavor in-house was worth taking the long road to achieve the sought-after texture and taste.

Knead ’Ems are made without preservatives, added sugars, artificial colors or flavors. The mini pretzels are also non-GMO and vegan-friendly.

Unique Snacks’ new product is available for purchase online and in select stores such as Tops, Price Chopper, Stewart Shops, Stop & Shop, The Giant Company, Shoprite, Foodtown, Key Foods, Redners, and Weis. An 11-ounce bag has an SRP of $4.19. www.uniquesnacks.com

Photo courtesy of Unique Snacks

Biscoff-Filled Croissants

Vandemoortele, a European baking company, introduced Banquet d‘Or freezer-to-oven Biscoff-filled croissants, which were developed in partnership with Lotus Bakeries, the manufacturer of the iconic cookie. Biscoff Croissants feature a creamy Biscoff filling and are topped with sweet and crunchy Biscoff cookie crumbs.

The croissants are shipped frozen for convenience and arrive ready-to-bake, with an oven-to-table/bakery case timeline of less than 30 minutes. The baked good was designed to help retail and foodservice operators relieve some of the time-intensive labor required to produce authentic pastries.

“The Vandemoortele R&D team worked diligently for months to get the flavor profile just right — the right croissant-to-filling ratio — and made sure the topping created an amazing crunch,” said Raoul Dexters, country commercial manager of Vandemoortele USA. “A new development starts with trials in our bakery lab, followed by line trials in production. Once approved, the new product can be launched, and the first production is planned. We consider product development an iterative process. We respond to customer feedback and go back to see where improvements can be made, when needed. This usually takes from six months up to one year.”

Distribution of Biscoff Croissants began across key European countries where the Biscoff brand is well-known. Vandemoortele introduced the new variety to the US market this spring at the National Restaurant Association Show and IDDBA. It represents the third collaboration between Vandemoortele and Lotus Bakeries; the two companies previously worked together to bring branded Biscoff donuts and rolls to European markets.

Banquet d’Or Biscoff Croissants are available to retail and foodservice operators in 72-count cases. Other flavors in the company’s filled croissant line include pistachio, chocolate, apricot, strawberry and raspberry. www.vandemoortele.com

Photo courtesy of Vandemoortele

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New Cakes on the Block

Wonder, a legacy baking brand under the Flowers Foods umbrella, departed from its traditional bread, buns and rolls and broke into the snack cakes segment.

The move broadened the brand’s product portfolio, with 11 new SKUs joining the lineup.

The additions offer consumers the familiar soft texture and taste they’ve grown accustomed to with Wonder’s bread items but in a sweet, indulgent format.

“With the launch of our new treats, we’re excited to bring that same sense of nostalgia and joy to a new category, giving consumers a delicious way to enjoy Wonder beyond the bread aisle,” said Ashley Hornsby, director of brand management at Wonder.

The snack cakes line debuted with Iced Honey Buns, Creme-Filled Chocolate Cupcakes, Creme-Filled Confetti Cakes, Powdered Mini Donuts, Cinnamon Rolls and Brown Sugar Cinnamon Donut

Sticks. Ranging from boxes and resealable bags to individually wrapped treats, the Wonder products come in various packaging formats designed for different eating occasions.

Updated packaging features a playful design that maintains the brand’s classic identity.

Wonder’s collection of snack cakes are available at select grocery stores nationwide. www.wonderbread.com

Photo courtesy of Wonder

Bite-Sized Baguettes

YAW! Snacks, a Monument Foods brand, introduced an innovative artisan product to the snack market: YAW! Baked Baguette Bites.

“The idea for ou r Baguette Bites came from a simple question: Why can’t snacks be both flavorful and better for you?” said Yan Gleyzer, CEO of YAW! Snacks. “We saw a gap in the market for a baked, baguette-based snack that delivers the craveability of chips with a unique, artisanal twist. Extensive testing went into getting the perfect texture and flavor release with every bite.”

The final product was ready for launch after an 18-month process that included ingredient sourcing, baking method refinement, flavor development, consumer testing, packaging design and scaling for production.

“The response exceeded expectations,” Gleyzer said. “Our repeat purchase rate is strong, and social media feedback

has been overwhelmingly positive, especially from younger snackers looking for something new.”

YAW! Baked Baguette Bites are available in five varieties: Tomato & Herbs, Sour Cream & Onion, Bold Barbecue, Cheese, and Crab.

The snacks are currently distributed through specialty grocery retailers, select convenience stores and the brand’s online storefront, with expansion into the western US, the Midwest and East Coast markets expected in the coming months .

Consumers can purchase YAW! Baked Baguette Bites in 2and 3-ounce recyclable packages with an SRP of $1.99 and $2.99, respectively. Multi-pack formats and limited-edition flavor drops are planned for future release. www.yawsnacks.com

Photo courtesy of YAW! Snacks

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Commercial Baking Channel

Our multimedia collection is full of videos, podcast episodes and more, where you can get a deep look — and listen — into the exciting shifts happening in the baking industry.

TechTalk with Lesaffre | Better-For-You Bread Solutions

Jim Gluhosky, senior technical services manager, dives into how Lesaffre can help bakers meet consumer expectations for better-for-you bread products. www.lesaffrebaking.com

TechTalk with Coperion | System Integration

Aaron Irvin, sales director at Shick Esteve, and Andrew Entrikin, director of global sales at Shaffer/Peerless, discuss how effective project management and collaboration lead to successful system integration in commercial operations. www.coperion.com

TechTalk with AMF Den Boer | Tunnel Oven Technology

Remco Bijkerk, executive product manager at AMF Den Boer, details the latest developments and uses of tunnel oven technology in commercial baking. www.amfbakery.com

Catching Up with Commercial Baking : John Friend at iba 2025

John Friend, president of Farm to Market Baking Co., stopped to chat with Joanie Spencer, editor-in-chief of Commercial Baking , about his first impressions of the tradeshow and insights he’s eager to implement.

Catching Up with Commercial Baking : NextGenBaker at ABA Convention 2025

NextGenBaker co-chairs Bradley Cain and Lili Economakis discuss key learnings from the Disney Institute leadership forum.

Katherine

Yates on planning for

IBIE

The Killer Brownie Co.’s director of operations outlines how the baking company prepares for the International Baking Industry Exposition.

A Day at Crown Bakeries: Pleasant Prairie, WI

Get a sneak peek at Crown Bakeries’ newest facility, which combines a deep history with a fastpaced present and an extremely bright future.

The following advertisers appear in this issue. We encourage readers to reach out to these companies through the listed website or email for further information. This index is provided as a service to readers and advertisers, but Commercial Baking does not assume any liability for errors or omissions. Please send any updates or corrections to info@commercialbaking.com

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sales@amfbakery.com

info@bcwilliams.com

jatkins@bettendorfstanford.com

www.blueprintautomation.com sales@blueprintautomation.com

Sifting through the noise

www.bakewithbrolite.com s.delghingaro@broliteproducts.com

www.bundybakingsolutions.com info@bundybakingsolutions.com

www.gwmfg.com brooke.wagner@gwmfg.com

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info@harpak-ulma.com

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Intralox

www.intralox.com customerservice.bakery@intralox.com

IPCO

www.ipco.com sales.us@ipco.com

J&K Ingredients

www.jkingredients.com sales@jkingredients.net

Kaak

www.kaak.com jlaros@kaak.com

Koenig Baking Systems

www.koenig-rex.com info_usa@koenig-rex.com

Kubota Brabender Technologie

www.brabenderti.com golmes@brabenderti.com

Lallemand Baking

www.lallemandbaking.com baking@lallemand.com

Manildra Group USA

www.manildrausa.com info@manildrausa.com

Middleby Bakery Group

www.middlebybakery.com nicole.plantenis@middlebybakery.com

Multivac/Fritsch

www.fritsch-group.com cecily.pickering@multivac.com

Oakes

www.oakes.com info@oakes.com

www.readingbakery.com info@readingbakery.com

www.reiser.com sales@reiser.com Repco

www.repcoworld.com/bakery info@repcoworld.com Rexfab

www.rexfab.com rexfab@rexfab.com Ribus

www.ribus.com alicia@ribus.com Siemer Milling Co.

www.siemermilling.com jay.wallace@siemermilling.com

Henry Group

www.thehenrygroup.com morgan.henry@thehenrygroup.com

Tielman Group

www.tielman.com rhonda@tielman.com

Wilevco

www.wilevco.com sales@wilevco.com

www.commercialbaking.com/adv ertise Paul Lattan paul@avantfoodmedia.com 816.585.5030

The world of food is evolving. New trends, new tastes, changing demographics … today’s consumers are different than those of the past and those to come. That means our industry can never get complacent. We must stay attuned to the ever-changing economic, cultural and social landscape that drives consumers’ wants and needs.

Broadly speaking, in today’s market, we serve two kinds of shoppers. The first is extremely budgetminded, focused on lower-cost products to stretch each dollar as far as it will go. These individuals may be purchasing value brands or small loaves with lower price points. The second type of shopper is looking for products that align with healthier eating trends and is willing to pay a premium for betterfor-you attributes. This consumer may seek foods that support a particular lifestyle, such as low carb, gluten-free or organic. To meet these needs and anticipate future market shifts, Flowers Foods keeps the consumer at the heart of our R&D and innovation process, using qualitative and quantitative data from pre-concept to post-launch.

Everything begins with a deep understanding and awareness of the consumer. Our Insights team collects information from various sources and pieces together developing trends that may soon drive the marketplace. We then evaluate gaps and opportunities across our portfolio and work with our

InsightDriven Innovation

Innovation team to develop concepts and pressure test the value proposition. “Value” means different things to different people, so this step is critical. As product development continues, so does consumer research and testing. Once a concept is approved, packaging is designed to maximize shopper interest and marketing plans begin. When new products launch, our focus evolves to understanding longterm purchase behavior.

By allowing consumer and market insights to inform the process from ideation to shelf, we can focus R&D on the most promising projects, minimize costly mistakes from products that don’t perform as well as anticipated, and ensure we meet — and stay ahead of — the needs of consumers. This allows us to be a better partner to our retail and foodservice customers and maximizes growth for our business. As we look to the future, we’re excited to see how the market evolves, and how we can delight shoppers with delicious baked foods that exceed their expectations. CB

Mark Courtney is chief brand officer of Flowers Foods. Serving in this role since 2020, he leads the company’s brand organization, revenue growth management and shopper marketing functions. He is responsible for managing the Flowers brand portfolio, which includes Nature’s Own, Dave’s Killer Bread, Canyon Bakehouse, Wonder Bread, Tastykake and Mrs. Freshley’s.

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