Sugar Bowl Bakery offers marketing tips for baked goods


Pete Thomson, senior director of sales and strategy for Sugar Bowl Bakery, America’s largest minority-owned bakery, shares a key strategy for succeeding in today’s complex market, commenting on the future of freshly baked cookies and other fresh baked goods.

“We want to bring the flavor of the season to customers, rather than just the color of the season,” Thomson said.

A veteran of the food industry, Thomson exclaims that you need to be distinctive in your approach to every retail customer. After all, the purpose of the category is to please customers.

“The perimeter of the store is like a movie theater,” he said. “The biggest challenge for the bakery is that customers pay for the experience. Get out of the mentality that the best price is the lowest price.

Notable food industry analysts agree.

“Having a moment of joy is essential to baking success,” said Ann-Marie Roerink of 210 Analytics. “Cookie kits are a perfect example. Hybrids are bigger in baking. I am convinced that there is still growth to come.

Jonna Parker of IRI illustrates this point when she adds that in today’s market, “the concept of saving time is important. That’s what we should be doing – but we’ve never educated the consumer to know that’s what we have.

Now that is changing.

Sugar Bowl Bakery recently announced the final step in a brand overhaul: new packaging. The new design is fresh and modern and pays homage to Sugar Bowl Bakery’s cheerful personality through fun illustrations and bright colors. The bakery, known for its madeleines and palm trees for more than 35 years, unveiled a new website last fall and its revamped packaging completes its design update.

“Sugar Bowl was founded in the mid-1980s, and since then the founders – five immigrant brothers from Vietnam – have remained focused on their mission to bring consumers the most delicious baked goods imaginable,” said Robyn Defina. , Vice President of Sales and Marketing, Sugar Bowl Bakery. “While the brand’s core values ​​remained, it was time to give this beloved brand a fresh new look. The packaging now embodies everything we strive to be – a fun baked goods company, creative and inspired that pays attention to every detail – and every bite.

The new packaging will begin rolling out to stores nationwide this month and can already be spotted on the shelves of select Costco stores.

Sugar Bowl Bakery creates delicious, perfectly proportioned baked goods without artificial flavors, colors or preservatives. Its tasty, premium treats are available at an affordable price to the everyday consumer, and with ingredients you can pronounce, Sugar Bowl Bakery’s products are a sweet, guilt-free treat with less than 150 calories each and less of 10/g. sugar per serving. Its main offerings include madeleines, palms, brownie bites, duo bites (half brownie bite, half madeleine), and donuts. In season, the company offers festive items like Pumpkin Madeleines, Gingerbread Bites, Tropical Pineapple Cake Bites and more.


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