Baking & Snack - December 2024 - 40

PIES
sumers reward themselves throughout the day with
small but indulgent purchases that provide a mood
boost, " said Sarah Zupancic, director of marketing, Eli's
Cheesecake. " The mini size is the perfect little luxury for
smaller households and snacking occasions. "
Proactive merchandising is key to growth in the pie
category. In the freezer case, Morris said, Sara Lee has
invested in seasonal promotions and discounts, especially
during key holidays to spark dessert purchases for
their celebrations.
" We've worked closely with retailers to ensure optimal
shelf placement in high-traffic areas of the freezer aisle,
Emphasizing
convenience and
value allows pie
producers to bolster
the frequency
of purchases
year-round.
Sara Lee Frozen Bakery
" Retailers can add it to a sandwich program, merchandise
it in the single-serve dessert section or celebrate
National Cheesecake Day with a slice of cheesecake, "
said Debbie Marchok, vice president of marketing,
Eli's Cheesecake, Chicago. " We also encourage sampling
in-store for the consumer. Our Chicago-style cheesecake
is golden brown on the outside and rich and creamy on
the inside - due to a slow bake in a hot oven with no
water bath - on our signature all-butter shortbread
cookie crust. Sampling encourages the consumer to purchase
the product when they have a chance to taste it. "
This year, the company introduced Eli's Mini
Chocolate Chip Cookie Pies, which received the
National Restaurant Association Show's FABI Award for
innovation and excellence.
" A notable trend is the 'little treat culture' where conmaking
it easier for shoppers to find our products, " he said.
" We also emphasize ready-to-serve convenience on our
packaging, showing that our desserts can go straight from
the freezer to the table, saving time without sacrificing
quality. Through these efforts, we're continuously working
to ensure that Sara Lee pies and cheesecakes remain topof-mind
for consumers, not only for special occasions but
also for everyday indulgence. By focusing on value, convenience
and consumer engagement, we've been able to
increase the frequency of purchases and position our
Slicing Up the PIE MARKET
26% of consumers regularly purchase pies
47% occasionally buy them
22% purchase pies for special occasions
5% rarely purchase
Mintel
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40 Baking & Snack December 2024 / www.bakingbusiness.com
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Baking & Snack - December 2024

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