Baking & Snack - June 2020 - 130

NEW PRODUCT SPOTLIGHT

STAY-AT-HOME

Mason Dixie Foods' new line lets consumers bake in the comfort of their own kitchen.
Mason Dixie scones are
available in four flavors:
blueberry, cranberry
orange, chocolate chip
and coffee cake.
Mason Dixie Food Co.

L

Looking to bring the café experience to American
homes, Mason Dixie Foods, Baltimore, has introduced
a line of frozen scones to accompany its portfolio of biscuit and sweet roll products.
"Our consumers have always been the driving force
behind our innovations," said Ayeshah Abuelhiga,
founder and chief executive officer of Mason Dixie
Foods. "Our frozen biscuits were the result of consumers
asking for them, and our scones were also prompted by
our consumers. So, we met the challenge head-on and
are super excited about the new product."
While Mason Dixie Foods sells frozen baked foods
in supermarkets across the United States, it was born
from Mason Dixie Biscuit Co., a restaurant started by
Ms. Abuelhiga in 2014 that also serves as a testing
ground for new products.
"If people are willing to buy the products in a restaurant setting, they are ready for commercialization,"
Ms. Abuelhiga said.
While developing the scones, Mason Dixie prioritized taste and convenience. The company surveyed its
customers via email and asked them to rank their favorite flavors to determine which would be included in
the line. Overall, there were about 10 varieties people
consistently requested, and the bakery selected the top
four - blueberry, cranberry orange, chocolate chip
and coffee cake - to bring to market.
Maintaining a clean label was also important for the
brand.
"We don't use gums, stabilizers or even 'natural' flavorings, because we believe the ingredients themselves

130 Baking & Snack June 2020 / www.bakingbusiness.com

should do the talking," Ms. Abuelhiga explained.
To give consumers a coffeehouse pastry without the
hassle of having to leave their home, Mason Dixie kept
prep time for the product to a minimum.
"We wanted to provide the allure of having items
bake-at-home ready without the prep or the threat of
getting a day-old, stale or slacked out pastry from a café
display case," Ms. Abuelhiga said. "We made sure that
cooking is one step - from freezer to oven - just like
the biscuits."
Convenience isn't only for consumers, though. To
produce the new line, Mason Dixie didn't have to invest in any new equipment because the scones have the
same base dough as the company's biscuits and sweet
rolls.
Like many other up-and-coming food companies,
Mason Dixie intended to debut the new product in
March at Expo West in Anaheim, Calif., and roll it out
across the country this spring, but that plan was upended by the coronavirus (COVID-19) outbreak. The
scones are now set to hit shelves this summer for a suggested retail price of $4.99 to $5.99 per 4-count package,
and Ms. Abuelhiga is optimistic about the product's potential to reshape the frozen bakery aisle.
"We want to make our mark and expand people's
thoughts on what frozen breakfast can be beyond waffles
and toaster strudel," Ms. Abuelhiga said. "We want to
make them available for Americans to experience fresh
for the first time and in the comfort of their own homes,
not in a car or on foot running to the office."
-Anna Wiber


http://www.bakingbusiness.com

Baking & Snack - June 2020

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