Baking & Snack - October 2024 - 40

COOKIES & CRACKERS
Top: Brands keep the
category interesting
by offering a revolving
selection of cookies.
C. Krueger's Finest Baked Goods
Bottom: Artisanal
crackers offer clean,
simple ingredient lists.
Partners, a Tasteful Choice Co.
of nostalgia to continue flourishing. "
Kelli Watts, founder and CEO of Savor Patisserie,
Dallas, which sells a wide variety of macarons and meringue
cookies, is seeing a trend toward more healthconscious
decisions when it comes to snacking.
" Consumers are moving away from wanting an enormous
frosted cookie and toward something lighter that
will complement their healthy lifestyle, " she said. " Our
meringues are perfect because they are only 2 calories
each, gluten-free, dairy-free and fat-free. "
Putting flavor first
Bakers are branching out into bolder flavors and trying
new formats and other innovations to keep consumers
interested and coming back for more.
" We have seen a mixture of both line extensions and
brands extending beyond their heritage category, " Lyons
Wyatt said. " The line extensions are in the form of colicensing,
forms, flavors and/or limited-time offers. And
the brands are extending from one category to another
to drive excitement and trial from the brand's loyal fans.
One last trend is international heritage cookie/cracker
brands migrating to the US and capturing consumer
purchases for a little taste of home. "
The biggest trends exciting consumers in cookies are
tied to quality-driven innovations, health-conscious options
and noticeable on-pack callouts, Lal said.
" Unique flavors are gaining traction with 39% of consumers
interested in trying new and unusual flavors, " she
noted. " Variety packs and bite-sized cookies are also an
area of innovation consumers are particularly interested
in. Brands have the opportunity to extend their reach and
cast a wider net through versatile offerings. Offering new
formats and smaller portions is a strategic way brands can
promote snacking on cookies throughout the day. "
Cookie brands are pushing line extensions featuring
new flavors, pack sizes and formats, she added.
" Brands are branching out in novel ways by launching
gourmet products, experiential products and by expanding
into international markets to grow exposure, " Lal said. " For
example, Mondelez and Lotus Biscoff are collaborating to
expand the Lotus Biscoff brand in India in 2025. This partnership
aims to blend Biscoff's unique taste with popular
and familiar chocolate brands like Cadbury and Milka. "
Otis Spunkmeyer, owned by Los Angeles-based
Aspire Bakeries, has ramped up innovation in its cookies
with recent offerings like Red Velvet and Birthday Cake
cookies. New spins on old favorites is also a strategy the
company uses.
" 'New-stalgia,' which we consider innovation that
brings back good memories,
like baking cookies at
home, also influences our R&D, " said Paul Stippich,
senior director of marketing, strategy and innova40
Baking & Snack October 2024 / www.bakingbusiness.com
tion, Aspire Bakeries. " For example, our new Otis
Spunkmeyer Sweet Discovery Pumpkin Spice Chocolate
Chip Cookies feature chocolate in a new way that also
taps into the on-trend, comforting flavor of pumpkin for
desserts and snacks. "
He added that a good cookie program starts with traditional
favorites.
" Chocolate and chocolate flavors are No. 1, followed
by sugar, peanut butter, white chocolate macadamia nut
and oatmeal raisin - not always in that order, " he said.
" Consumers like surprises, so innovation is important,
but the most popular innovations involve subtle twists
on the classic flavors. "
C. Krueger's boasts dozens of flavors with 24 active
seasonal flavors, Sharpe said. The company has already
started ramping up for the holidays.
" We have a white Chocolate Spice cookie, and we
have a butterscotch cookie we're bringing back and just
improved the recipe on that, " he said. " We have our traditional
ones that are always our top sellers, our Hot
Cocoa with Marshmallow Icing. That one is always popular.
We have our Crushed Peppermint Cookie. So, we
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Baking & Snack - October 2024

Table of Contents for the Digital Edition of Baking & Snack - October 2024

Baking & Snack - October 2024 - Intro
Baking & Snack - October 2024 - 1
Baking & Snack - October 2024 - 2
Baking & Snack - October 2024 - 3
Baking & Snack - October 2024 - 4
Baking & Snack - October 2024 - 5
Baking & Snack - October 2024 - 6
Baking & Snack - October 2024 - 7
Baking & Snack - October 2024 - 8
Baking & Snack - October 2024 - 9
Baking & Snack - October 2024 - 10
Baking & Snack - October 2024 - 11
Baking & Snack - October 2024 - 12
Baking & Snack - October 2024 - 13
Baking & Snack - October 2024 - 14
Baking & Snack - October 2024 - 15
Baking & Snack - October 2024 - 16
Baking & Snack - October 2024 - 17
Baking & Snack - October 2024 - 18
Baking & Snack - October 2024 - 19
Baking & Snack - October 2024 - 20
Baking & Snack - October 2024 - 21
Baking & Snack - October 2024 - 22
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http://digitalbs.bakingbusiness.com/sosland/bs/2004_05_01
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https://digitalbs.bakingbusiness.com/sosland/bs/2004_03_01
https://digitalbs.bakingbusiness.com/sosland/bs/2004_02_01
https://digitalbs.bakingbusiness.com/sosland/bs/2003_12_01
https://digitalbs.bakingbusiness.com/sosland/bs/2003_11_01
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