First Take Dough

Consumers with assorted digestive sensitivities or allergies might have once upon a time shied away from traditional dough products, but leading suppliers are making it clear that at this point, there’s a seat at the table for everyone thanks to assorted vegetable-based innovations that make it possible for someone suffering from celiac disease to enjoy a slice of pizza. Further, these companies have demonstrated that staying nimble in the face of so many production interruptions in the last few years has not only ensured they weathered the storm but also helped open some unforeseen opportunities for growth as well.

Deiorios Foods

One of the more significant impacts to the dough category has understandably been tangles in the supply chain. However, suppliers like Deiorios Foods are confident these issues will unknot themselves. “The greatest impact on the dough category has been supply chain, said Jim Viti, VP of Marketing for Deiorios Foods. “While the main ingredients make up 98 percent of the product, it could be a myriad of minor ingredients that create disruption. It took a bit of time, but I see us getting back into cadence once we increased raw material levels and secured adequate storage sites for perishables, etc.”

When pulled down in hardship it takes an exceptional set of leadership skills to recognize the opportunity buried in the challenges. Deiorios Foods kept a watchful eye on hidden gems. “Our company is known for innovation and our ability to customize in smaller volume opportunities,” Viti said. “This bode well as larger manufacturers had to perform SKU rationalization. It opened significant dialogue with customers we might not have otherwise had the opportunity. Even working with other producers to co-manufacture items temporarily have lead to opportunities moving forward.”

Deiorios Foods has maintained a positive outlook despite so many challenges hurled at the company and its partners. “We’re excited for the future!” Viti said. “There are so many opportunities for new products coming out of the pandemic, the challenge is picking a lane. A lot of rollouts were delayed due to supply chain challenges that are exciting to see now coming to fruition. We see consumer loyalty gravitating from the front label to the back label. ‘Alternative’ products are demanding more space in the cases as the next generation of buyers open up to new and exciting variances on older mainstays. A popular example would be cauliflower over the past few years. We see opportunities with other alternatives such as broccoli, sweet potato, chickpea, and even hemp-based products. It is certainly an exciting time for suppliers and consumers alike.”

The Run-A-Ton Group, Inc.

In recent years, The Run-A-Ton Group has adopted the mentality of appreciating what you have and being grateful. “Nothing can be taken for granted and one needs to embrace the unknown,” co-Founder and President Doon Wintz, said. “If 2021 taught us anything is that there are times where, no matter how much you plan, you can’t foresee everything and you need to be nimble in addressing the unexpected hurdles. Not only that, but you have to be mentally prepared for having new hurdles pop up after you’ve cleared the ones you thought were the only ones standing in your way.”

The Run-A-Ton Group has been exploring avenues to enable consumers to find new and delicious ways to use dough as a foundation for memorable meals and desserts, including options for consumers with allergies. “We are excited about pursuing more components that our consumers can use to build a great meal or a dessert,” Wintz said.

The company predicts plant-based and allergen-friendly will continue to be focal points within the dough category that can help bridge a connection with more consumers. “We foresee plantbased items and allergen-friendly items continuing to be an segment of growth and interest for consumers,” Wintz said. “Interest in the environment is driving the plant-based trend and people are increasingly coming to the realization that food allergies are more and more a part of their family’s lives and finding good tasting and clean label foods that the entire family can enjoy is a priority.”

“Consumers are excited about being able to find smart short cuts to cooking for themselves,” Wintz said, which is a talking point that the company is enlightening its retailers with. “Using clean label and great tasting dough is one of the best solutions to minimizing the muss and fuss of meal preparation, yet allowing the consumer to say, ‘I made this myself.’”

The Run-A-Ton Group is committed to driving interest and excitement to the dough category and will do so by staying attuned to what shoppers are asking for. “By listening to what our consumers are saying: what they want, what’s working well and what is missing from the market place,” Wintz said.

Feel Good Dough

“Feel Good Dough is working on bringing more people to the freezer,” said Founder Terry Thomsen. “We believe that many people want healthier dough that is full of protein and good grains.”

The pandemic has proven to Feel Good Dough that consumers want to prepare their own food at home. “Making choices that allow them to know exactly what is in their foods,” Thomsen said. “Having dough in their home is like having a Meal in a Bag. They can create and Feel Good with our dough.”

Feel Good Dough is raising awareness about its product’s attributes which help it to outperform competitors in the category. “One thing that most people don't know about our dough is it is clean and organic, which means there are no toxins in the ingredients,’ Thomsen said. “This makes it possible for people to enjoy grains again and not have gut issues.”

In recent years, Feel Good Dough employed new marketing initiatives to spur consumer engagement and promote category exploration and trial. Recently, the company started offering subscription boxes to its customers. “It’s a way to make shopping our product easier,” Thomsen said. “They can stock their kitchen with the dough and have easy access to it on a daily basis.”