Commercial Baking April | Q2 2021 by AvantFoodMedia

ISSUE Q2 APR 2021

OMNICHANNEL

CATEGORY OUTLOOKS

CANNABIS | HEMP | CBD

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COMMERCIAL BAKING

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OUR COMMUNITY Commercial Baking considers its sources reliable and verifies as much data as possible, although reporting inaccuracies can occur. Readers using this information do so at their own risk. Commercial Baking is distributed with the understanding that the publisher is not liable for errors and omissions. Although persons and companies mentioned herein are believed to be reputable, neither Avant Food Media nor any of its employees accept any responsibility whatsoever for their activities. Commercial Baking is printed in the USA and all rights are reserved. No part of this magazine may be reproduced or transmitted in any form or by any means without written permission of the publisher. All contributed content and advertiser-supplied information will be treated as unconditionally assigned for publication, copyright purposes and use in any publication or digital product and are subject to Commercial Baking’s right to edit. Circulation is tightly controlled, and the print issues are sent free of charge to qualified readers. To apply for a free subscription, please visit www.commercialbaking.com/subscribe. Commercial Baking is published bimonthly, in print and digital formats, by Avant Food Media, 1625 Oak Street, Suite 201, Kansas City, MO 64108-1440. Application to Mail at Periodicals Prices is Pending at Kansas City, MO. POSTMASTER: Send address changes to Commercial Baking, c/o Avant Food Media, 1625 Oak Street, Suite 201, Kansas City, MO 64108-1440.

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IN THIS ISSUE

Features

Just Desserts: Delivering on Innovation Expanding into vegan and gluten-free, Just Desserts hits the accelerator.

Brian McGuire: One Heavy Hitter

Omnichannel: The Online Evolution

Emerging Market: Cannabis | Hemp | CBD

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IN THIS ISSUE

Departments

TRENDS Category Outlook: Cookies

Category Outlook: Pizza

International Market

I N N OVAT I O N S 73

Category Insight: Cookies Category Insight: Pizza Supplier Solutions Ad Index

96 104

QUICK READS

Editor’s Note

Seen and Heard

Business Intel

The Last Word

106

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A N OTE FR O M TH E ED ITO R

Keeping It Real

Every Lent, I give up treats. But I have to confess, this year I cheated. I couldn’t help it! It was my first bakery visit in a year ... how could I pass on cake fresh off the line? Let’s face it. What people say doesn’t always align with what they do, especially when it comes to food. Folks are hell-bent on cleaning up their act, but not so much on giving up the indulgence. They expect the “art” of baking to be more than just a beautiful product; they want flavor and texture to create an experience that’s worth the calories and the price. That makes the “science” all about developing clean formulas that can be properly produced at scale. Then again, feel-good baked goods are about more than just indulgence. Companies have to walk the walk. This issue also keys in on the value of authenticity ... in product development, teamwork, corporate values and, perhaps above all, diversity and inclusion (stay until the end to discover the step that many companies miss in their equity pledges). Success means abiding by what consumers say and do — while remaining authentically you. That can be a hard balance to strike, but the bakers in this issue have a wealth of useful insight on how to keep it real.

JOANIE SPENCER editor-in-chief | joanie@avantfoodmedia.com

APRIL 2021 Q2

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AND “We love to hear that baking is back. Americans have discovered the joys of baking at home, and among so many negatives, that’s a positive turn for our industry.” Kerwin Brown | president and CEO | BEMA During iba.CONNECTING EXPERTS

“We make great chocolate cakes … not ‘great for vegan’ or ‘great for gluten-free.’”

Ana Speros | director of trade marketing and customer service | Just Desserts

“This is the perfect time to invest in your products and innovate. Whatever you need to do to get more market share — whatever the product, methodology or message — however you need to invest in reaching more of your customers, now is the time. You don’t want to lose tomorrow in this process.” Alan Beaulieu | president | ITR Economics During the American Society of Baking’s virtual BakingTECH 2021 conference

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SEEN AND HEARD

“Lead with taste. People want that ‘Wow.’ They want the chocolate and the indulgence. They want to feel like they’re eating healthy, but it’s got to taste great.” Jeffrey Quasha | corporate R&D chef | Morrison Healthcare During ABA annual convention

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APRIL 2021 Q2

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SEEN AND HEARD

“Business has changed significantly, there’s no doubt about it. But there’s more disruption to come as things begin to normalize.” Dave Van Laar | industry consultant During iba.CONNECTING EXPERTS

“Having agility and being able to pivot and respond remains one of our greatest lessons. The lesson at the end of the day is to know the priorities of your business and remain focused on what the business is about.” Tyson Yu | CEO | Arytza North America On lessons learned during the COVID-19 pandemic

“We have to be more intentional on product donations as we go forward … let’s face it, we make the very basic food that folks need in order to thrive.” Erin Sharp | group VP, manufacturing | Kroger Co. During ABA virtual convention

APRIL 2021 Q2

Photo courtesy of Just Desserts

APRIL 2021 Q2

F E AT U R E D B A K E R Y: J U S T D E S S E R T S

HITTING THE ACCELERATOR JUST DESSERTS EVOLVES TO BECOME A MAJOR PLAYER IN THE IN-STORE BAKERY

BY J OAN I E S PEN C ER

When Michael Mendes joined Just Desserts, he knew it was time to start training for his next marathon. That’s because the old (and somewhat confusing) adage, “You can’t have your cake and eat it, too,” doesn’t apply at this Northern California bakery. Go ahead, eat the cake. They’ll bake more. “The cakes are very decadent; they’re dense and rich,” said Mendes, CEO and managing partner. “They have more of a pound cake texture, and our cream cheese icing is not sweet and has a clean finish… we’ve had customers who even want to just buy the icing in bulk.”

— Just Desserts uses scratch formulas to create 130 SKUs including clean label, vegan and gluten-free cakes, cupcakes and bites.

The bakery is taking center stage in many in-store bakeries, and Mendes attributes that success to a system that perfectly pairs art with just the right amount of science to create a line of cakes, cupcakes and cake bites that are featured in supermarkets across the country. With a rollout of new vegan and gluten-free lines to complement its core clean label and nut-free offerings, Just Desserts is poised to deliver indulgence

to health-conscious consumers without c ompromising quality. Just Desserts has come a long way since its beginning as a San Francisco retail shop in the 1970s, but it has not strayed from its scratch roots, even after shifting focus to a centralized commercial bakery in Oakland in the early 2000s. About a dozen years later, Mendes took leadership of the company and led initiatives that resulted in recapitalization and an expansion into retail outlets from coast to coast. Today, in a 73,500-square-foot facility located in Fairfield, CA, Just Desserts still uses its scratch formulas to create 130 SKUs including its clean label organic and, most recently, vegan and gluten-free products. “In the ‘good, better, best’ approach, we are dedicated to be consistently in the ‘best’ category whether in the in-store bakery or the store perimeter,” Mendes

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said. “We think these trends — clean label, vegan, organic, nut- and gluten-free — are attributes that are highly valuable. The key to success is creating products with qualities that consumers value. That seems obvious, but oftentimes, it’s easy to forget.” Automating may seem counterintuitive for a clean label, scratch process, but in truth, modern equipment technology has enabled Just Desserts to create its products at scale while staying true to its formulas. For example, the brand does not use synthetic leaveners, so it relies on a blend of traditional pantry ingredients and on optimizing the mixing and baking processes to properly develop the cakes. That means mixing must accurately aerate, and the oven must ensure a perfect rise for flawless decorating at the end of the line.

“With everyone’s buy-in, the tone at the top just flows down, and the whole staff becomes more efficient. When something’s important to leadership, it’s important to everyone else.” Patricia Seymour | CFO | Just Desserts

“It starts with the quality of the raw materials, at the base level, and how we blend them,” Mendes said. “Then, we look at how we can create leavening through mixing the selection of ingredients rather than artificial and synthetic processes.” For example, the formulas blend baking soda, which is an alkaline ingredient, with sour cream, which is acidic, to aid in the leavening process. “You can achieve a lot of desirable textural attributes and enhance the flavor profile through the use of clean label pantry ingredients in the baking process,” Mendes added. “We’ve pioneered this approach and refined our baking strategy, allowing us to produce craft items at large-scale.” These premium product attributes have led to growth, but they actually transcend the trends. For Just Desserts, the magic happens long before cakes

Specializing in in-store bakery products for retailers across the country, Just Desserts has experienced significant growth.

Photo courtesy of Just Desserts

APRIL 2021 Q2

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JUST DESSERTS

hit the in-store display … and even before the process starts on the plant floor. It could be said that the cakes are simply the result of a collaborative culture.

THE POWER OF CERTIFICATIONS

It’s not a “sell first, innovate later” environment at this company. In fact, for Jarett Peppard, VP of sales, there’s really no “selling” to it.

For Just Desserts, “clean label” isn’t a marketing term; it’s the foundation for its scratch process. And to validate that claim, the company has achieved several certifications including CCOF, USDA Organic and Orthodox Union Kosher, as well as Vegan.org certified for its new line of vegan products, all inside a nut-free, SQF Level 2-certified facility.

“There’s a word that’s important to us,” Peppard said. “That word is ‘share.’ And strategically, I never feel like we have to ‘sell’ Just Desserts. All we have to do is share what we have created, both from a product and success perspective, and that has always been more than enough. These are products that I am very proud of.” As a relatively small company, Just Desserts’ successful product development is undoubtedly the result of cross- functional teamwork.

“You don’t need to be certified to be organic, but that was important to us to help further validate the rigor of our process,” said Michael Mendes, CEO and managing partner.

“We take a lot of pride in the integrative nature of our work between operations, sales, marketing and R&D,” Mendes said. “As an organization, we are closely aligned during the innovation process, valuing the merit of ideas regardless of which department or whose idea it is.”

Demonstrating its commitment to quality, the bakery even went beyond certification requirements. For example, the facility uses a dedicated room for its organic ingredient storage and prep, though it’s not required for CCOF certification.

The process usually begins with the marketing department, led by Ana Speros, director of trade marketing and customer service. With a scalable concept, operations, R&D, procurement, finance and sales all come to the table to understand every implication of new product development.

“When a customer comes into this facility, we’re very proud to say, ‘If you want organic, we are going to deliver on that promise and structurally design our facility to ensure you’re getting an organic product without compromise,’” Mendes said.

Photo courtesy of Just Desserts

The bakery made several capital investments to increase efficiency and keep up with demand. APRIL 2021 Q2

Package labeling indicates appropriate certification for specific products, and more details on each can be found at the company’s newly redesigned website, www.JustDesserts.com.

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JUST DESSERTS

Speros is at the centrifuge of the collaboration. Referring to her as the “arbiter of the quality and operations index,” Mendes noted that Speros possesses the autonomy to see all sides of new product development — or suggested tweaks to current products — and make informed recommendations. “It’s great to have someone in the organization who can say, ‘I’ve heard all the input, and this is what I recommend,’” Mendes said. “And the reality is that the best ideas win.” Jason Mendes, Just Desserts’ director of operations, is known for his due diligence in understanding the operational implications and equipment needs behind product development. “Jason knows how to dig deep,” Michael Mendes said. “When he asks for capital, he understands all the consequences.” At this level of collaboration, every person at the table has a stake in the game. “The leadership team has equity in the company, so they develop strategies as owners,” Michael Mendes said. “Bakery is a capital-intensive process, and if operations were not meaningfully at the table at the inception of new product development, we could be moving into channels we simply couldn’t support to be successful.”

“All we have to do is share what we as a team have created, both from a product and success perspective, and that has always been more than enough. These are products that I am very proud of.” Jarett Peppard | VP of sales | Just Desserts

—Below Just Desserts prides itself on a culture of collaboration, where everyone has a voice.

Implementation of a company-wide ERP system, led by Patricia Seymour, CFO, has made communication throughout the entire process — from R&D all the way through distribution — practically seamless. “At the management level, we all dug in and got the ERP system working where we needed it to be,” Seymour said. “With everyone’s buy-in, the tone at the top just flows down, and the whole staff becomes more efficient. When something’s important to leadership, it’s important to everyone else.”

“A lot of bakeries use chemicals and excess flour for leavening, and we’re trying to retain as much air in the batter as possible during the formulation and mixing process,” he said. “One way to do that is to avoid increasing the specific gravity due to poor transmission and excess dwell time prior to depositing.”

APRIL 2021 Q2

Photo courtesy of Just Desserts

To deliver on innovation with the level of quality Just Desserts is known for, the company carefully invested in equipment for its three production lines and five packaging lines, beginning at the front end of the process. For starters, Just Desserts uses an 800-litre Tonelli planetary mixer for batch mixing the cake batter. According to Michael Mendes, the mixer has played an important role in batter aeration.

Focusing on aeration at the mixer helps lower the specific gravity of the batter. That said, having the right depositor and pump is critical to the process, especially for gluten-free and vegan batters, where speed from the mixer to the depositor is a key factor in the quality of the finished product. To achieve that quality, Just Desserts also invested in Hinds-Bock technology including a Hinds-Bock 2P depositor, a 16P mini muffin and bite depositor with streusel applicator and a 6P depositor with a Veropak auto denester, which provides the versatility to create several different sizes of products from bites to full-size cakes, along with depositing accuracy that significantly reduced waste on the line. “It’s a precise deposit into the cavity, so we don’t have excess yield loss,” Michael Mendes said. “It’s had a meaningful impact on improving the quality.” The bakery also invested in a 55-foot Babbco impingement tunnel oven with CBF loader, a system that has yielded upwards of almost 40% efficiency in the process. The oven’s automatic controls allow Jason Mendes to set specific baking parameters, including temperature specific to top and bottom heat for each oven zone, individually for every product formula. “We have a unique program for every item,” Jason said. “We enter the program, and it controls the temperature, speed and how fast the loader runs. It’s totally automated and very integrated.”

This level of automation eliminates any temptations for line operators to make shifts on the oven settings if a product is out of spec. That contributes to the collaborative culture to support critical thinking beyond machine settings. In other words, Jason Mendes has instilled the inclination to start with the mixer, not the oven settings. By semantics alone, the heart of a bakery is in the bake. With this in mind, Just Desserts put great care in upgrading its oven. Baking is critical not only because it transforms the product but also because it transfers it from one stage of the process the next. “In terms of efficiency, we saw opportunity in how products moved from each

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area,” Michael Mendes noted. “With that insight, we sought the dual benefit of having better equipment and improved product flow. As a result, we gained a lot of efficiencies and enhanced our quality.” On the back side of the bake, a Dubor oiling system provides easy pan release that also maintains the integrity of the cake for effortless icing, whether it’s cupcakes being topped under the Apex Decobot 3D icer with a custom-built tray for the individual clamshells, or cakes that run through a FoodTools slicer before receiving a base-ice on the Unifiller line. Staying true to those scratch roots, Just Desserts’ decorating station is a hybrid of automation and hand-crafted artwork. On the cake line, decorators alternate steps with the equipment by personally adding combing detail and dollops to the top and crumbing to the sides.

system for individually wrapped items with a signature look, as well as clamshell domes with NITA labeling units for a branded ribbon around the box. “We worked hard to develop distinct and upscale packaging,” Michael Mendes said, noting that the look of the cake domes is intended to be giftable. “We have that sensibility across the whole product line. Presentation is important and a core feature of our brand.” In the in-store bakery, a Just Desserts display is designed to engage the shopper for an experience that begins with the first look and delivers all the way through the last bite, whether with a 6- or 8-inch cake, a cupcake or an 8-, 12- or 24-pack of bites. For the retailer, product quality can deliver a significant profit margin, especially relative to those value items

—Below The decorating area relies on a combination of automation and manual finishing touches.

“We have very talented decorators,” Michael Mendes said. “I really appreciate their artistry that they deliver with consistency.” Quality is a hallmark of this bakery, and Jason Mendes works with production leaders to conduct weekly checks ensuring accurate cake weights and the proper cake-to-icing ratios. Icing costs are almost twice that of the batter, so it’s a careful equation to balance cost efficiency with the optimal eating experience.

Photo courtesy of Just Desserts

“It’s not always about the fastest or least expensive route,” Michael Mendes said. “Our first priority is quality.” Just Desserts put so much into the process that it was only natural to invest in the packaging lines with technology including a Syntegon flowwrapping

APRIL 2021 Q2

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often found in the perimeter, without encroaching on the service bakery counter.

INNOVATIONS FROM THE PLANT FLOOR

“One thing we tell our retail partners is, ‘You’ve got a great bakery, and we’re not competing with your products,” Mendes said. “We want them to sell out of those decorated items, but we want to take advantage of the space because our revenue per inch is very high.”

Just Desserts has invested in e quipment that complements its scratch roots with a batch process while streamlining efficiency and reducing waste. Take a look at the innovations found on the plant floor:

Because products are frozen and shelf-ready, all retailers need to do is take them out of the case and put them on display — requiring minimal labor. “That’s a massive benefit for the in-store bakery vs. them having to make it from scratch,” Mendes said. “Our small case pack also reduces yield loss.” These kinds of strategies, coupled with decadent quality, have led to dramatic growth in the Eastern US that mirrors the market penetration Just Desserts already enjoys on the West Coast, not to mention the company’s growth in the Midwest, too. “In addition to expanding our reach geographically and deepening relationships with current customers, we have ample opportunity to expand our current product categories into new channels,” Speros said. After successfully delivering indulgent desserts to vegan, glutenfree and kosher consumers, Just Desserts plans to expand its Bundt cake offerings, including a value line in anticipation of recessionary budget constraints in the wake of the pandemic. But make no mistake, this new line will offer value without skimping on the brand’s signature premium quality. “There’s a degree of wholesomeness associated with Bundt cakes, and there’s a familiarity for the consumer,” Michael Mendes said. As the company grows, Just Desserts has no plan to let go of its tight-knit culture that has led to its success. “One of the advantages of being a smaller organization is that people tend to be more cross-functional within their role,” Michael Mendes said. “One thing I’ve always shared is that we’re all advisors and consultants to every other department.”

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With new equipment, updated branding, tighter process controls and a collaborative culture, Just Desserts will take its roots as a clean label, premium dessert company into the future. “Our primary goal is to be a paradigm-shifting company,” Michael Mendes concluded. “We have taken the brand, the heart, the recipes and the inspiration — all the good stuff — and we’re accelerating on it.” CB

APRIL 2021 Q2

Photo courtesy of Just Desserts

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One Heavy Hitter

Photo courtesy of Rudi’s Rocky Mountain Bakery

Brian McGuire isn’t afraid to take leaps — in any direction — for the sake of progress and innovation

BY J OAN I E S PEN C ER

What do ice cream, cake pops, and gluten-free and organic bread have in common? On the surface, the short answer is growth. But a closer look reveals a name that’s been woven throughout these categories over the past two decades: Brian McGuire.

the noise and identify opportunities in areas such as distribution, product development and even white space made him a natural fit for this organic and gluten-free bread producer whose original brand is known for blazing trails in its categories.

Named CEO of Boulder-based Rudi’s Rocky Mountain Bakery, McGuire brings the bread company a wealth of experience across CPG, foodservice and sweet baked goods. In addition to that, he also brings a knack for go-to-market strategies that have resulted in growth that, for some companies, reached as high as seven figures and for others represented quadruple-digit percent growth. McGuire’s ability to cut through

“Seeing the pipeline of innovation at Rudi’s, this was a natural fit,” McGuire said. “It has a mix of the things that I think are really cool. It has a brand with roots in organic as a pioneer, and it really calls on everything I’ve done in my career and the areas where I can effect.”

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McGuire’s journey actually began on the distribution routes of the CPG business. Early in his career, after working in a

direct-store delivery (DSD) group with Kraft Foods, he parlayed that experience into a marketing position with HaagenDazs, which operated on a hybrid model of DSD and distribution. “DSD is a tough thing to run on your own everywhere, and the hybrid was a model that could be duplicated to find who is best in most markets depending on the customer base,” he said. He learned that working in hybrid distribution allows a bakery to become more nimble when needed, and in a time when markets are shifting so rapidly, agility in distribution is a vital necessity. After Haagen-Dazs was when McGuire’s love for bakery blossomed, and his

EXECUTIVE PROFILE: BRIAN MCGUIRE

propensity for growth and innovation began. During his stint at Vicorp, which operated foodservice establishments including Village Inn and Baker’s Square, the company also ran three large commissaries, where McGuire was responsible for sales of baked goods such as cheesecakes, cakes and pies to foodservice customers. Soon, he led the company to change how it went to market in retail, and that transformed the business to the tune of about $40 million over the course of five years. “That’s when I really developed my passion for baking and innovation,” McGuire said. “Before that, I was just executing on the program, but this was the point where I could work with customers and combine what they needed with what our strengths were. We had different places where we could produce, and it gave us unique capabilities at each of the manufacturing sites.” That ability to innovate enabled McGuire to lead an innovation-focused effort to build meaningful relationships with customers based on real needs in the market. “That was something I became totally enamored with,” he said.

“Seeing the pipeline of innovation at Rudi’s, this was a natural fit. It has a mix of the things that I think are really cool. It has a brand with roots in organic as a pioneer, and it really calls on everything I’ve done in my career and the areas where I can effect.”

McGuire has learned that innovation is critical in areas such as the in-store bakery, where the right mix of product development and market strategy can mean the difference between standing out and getting lost in the crowd.

This mindset led to McGuire’s expertise in brand building — and rebuilding — in the bakery space by focusing on risk-taking in new product development as well as empowering teams to be on board with growth and innovation. During 14 years with a sweet goods producer, he did just that, leading the charge for innovation with products like cake pops and cake bars in the foodservice market, where he ultimately led the company to growth of more than 1,000%. “None of that would have been possible without an entire team of people completely focused on giving it our all and a customer base that was willing to take a risk with us.” Having courage in risk-taking is what led McGuire to take the leap from sweet goods to bread, landing him at Rudi’s, where he found several similarities to nearly every facet of his experience, going all the way back to the hybrid distribution routes. “When I think of those first 12 or 13 years of my career, when I was working in that hybrid distribution, Rudi’s is just like that,” McGuire said. “It has a great origin story, it has the DSD and direct, and it has the great brand. I knew this was the right fit.” He entered the company as it was on the precipice of change. With 45 years of baking experience, along with its parent company’s 50 years, Rudi’s has a pipeline of innovation just waiting to be re-tapped, and McGuire is on the blocks ready to take off.

“Anyone can show a product,” McGuire said. “But how do you make sure you have the infrastructure to take it to market and duplicate it? When you can pull together speed to market and scalability — and have quality behind the product — that’s really the trick.”

“This is an elite brand that started out by changing bread,” McGuire said. “It was the first organic bakery, followed by gluten-free, as well. It has an amazing history that’s about to get back in front of consumers.”

COMMERCIAL BAKING

EXECUTIVE PROFILE

Organic is growing, gluten-free has proven its staying power, and in 2020, the overall bread category saw sales skyrocket during the height of the COVID-19 pandemic, surging consumer interest in the subcategories Rudi’s serves. “It’s kind of amazing right now how these categories are growing,” McGuire said. “There’s quite a bit of competition in there now, and bread’s coming back. It’s exciting again.”

For starters — pardon the pun — McGuire has launched an initiative to bring back the original fermentation process. “When the company started, it had a fermentation process with a starter in its core loaves,” he said. “The team at Rudi’s is behind bringing it back.”

“When you can pull together speed to market and scalability — and have quality behind the product — that’s really the trick.”

The plan is a return to the original, smallbatch formulas with perhaps a tweak or two such as splits and seeds to give those old formulas a modern touch. While McGuire works to re-establish, yet preserve Rudi’s heritage, he will use his flair for innovation and strategic business growth to create all-new opportunities for the company and its brands. Under McGuire’s leadership, Rudi’s has a big year ahead.

When a once-emerging category takes off, what’s the pioneer to do? Go back to its roots, according to McGuire, who is ready to hammer a stake into that untapped pipeline. Because what lies beneath is the foundation for its innovation and what set its bread apart from the beginning.

“We have to break down and rebuild the brands from top to bottom — looking from the past and into the future — and understand how it relates to our consumers, especially those who eat organic bread,” McGuire said.

Photo courtesy of Rudi’s Rocky Mountain Bakery McGuire will use his sales and distribution acumen to drive growth for Rudi’s as it rebrands and gets back to its roots.

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The plans are aggressive, with a total rebrand and upwards of 15 new organic and gluten-free products developed by the third quarter. But that’s the path to market leadership. And once that is accomplished, McGuire plans to move the company into white space including foodservice by the end of the year. McGuire’s strategic plan for Rudi’s is poised to have a catapult effect: Take things back a bit in order to launch it forward at top speed. The plan will bring Rudi’s full circle as a market leader and McGuire full circle as an industry heavy hitter, which for him, is like coming home. “I knew when I got to Rudi’s, this was comfortable,” he said. “It’s going to be challenging. But that’s comfortable for me.” CB

Omnichannel Evolution How eCommerce, click-and-collect and brick-and-mortar are rapidly changing baked goods purchases BY MAGG I E G LI SAN

Think about how the grocery shopping experience has evolved over the past 12 years: Instacart was founded in 2012, and Amazon acquired Whole Foods in 2017. Now compare that with how the grocery shopping experience has evolved over the past 12 months. In early 2020, prior to the pandemic, online spending accounted for 14.5% of grocery sales, according to the Food Industry Association’s annual US Grocery Shopper Trends report. A significant increase from the previous year was 3 to 4%. But in March and April 2020, that number spiked to 27.9%. As Gary Hawkins, founder and CEO of the Center for Advancing Retail & Technology (CART) stated on a May 2020 episode of the American Bakers Association Bake to the Future podcast, “The pandemic has accelerated nearly everything that’s been happening across retail over the last several years.” There are considerable advantages to omnichannel grocery shopping.

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Online and click-and-collect streams allow consumers to do their research by comparing prices and finding the best product to fit their needs — especially for those whose income or spending has been upended by the pandemic. According to Nielsen data, in September 2020, 56% of online shoppers put careful consideration into every purchase at the point of sale, compared with 51% of brickand-mortar shoppers. “Constrained consumers are becoming more active and astute online users, tapping into these resources to source products, pricing and promotion to match their reduced spending ability,” said Ailsa Wingfield, executive director, Nielsen Intelligence Unit, Global Connect. “They are searching and shopping more regularly online to obtain the best deals, without having to incur travel costs.” And for many consumers, shifting to delivery or click-and-collect for centeraisle purchases, in which standardization and brand loyalty are major driving factors, was an easy switch at the outset

CONSUMER TRENDS: OMNICHANNEL

“Constrained consumers are becoming more active and astute online users, tapping into these resources to source products, pricing and promotion to match their reduced spending ability.” Ailsa Wingfield | Nielsen Intelligence Unit, Global Connect

©Serge Touch - stock.adobe.com 41

COMMERCIAL BAKING

CONSUMER TRENDS

133% Increase of consumers who considered themselves exclusive or heavy online shoppers from 2019 to 2020 Source: Nielsen

of Covid-19’s impact. “Online shoppers initially buy products they’re familiar with and use routinely; that applies to both branded and private label,” said Bill Bishop, chief architect and co-founder, Brick Meets Click. “Omnichannel has the biggest initial impact on non-edible groceries and other center-store products. Frozen and refrigerated products also sell well online as long as the retailer can maintain the cold chain over the last mile.” And although commercial baked goods like bread typically tend to fall in the center-aisle category, Bishop said consumer reports indicate that many stopped buying bread online because items they didn’t want were being substituted for the items they’d ordered. In a presentation during the American Society of Baking’s BakingTECH 2021,

Sally Lyons Wyatt, executive VP and practice leader, client insights at IRI, cited data that highlighted some of these fulfillment gaps. In an IRI Weekly Survey in April 2020, 62% stated that some of the items they wanted were not available to order online, and 48% said that items ordered were not delivered due to changes in availability. Although retailers have made progress in adapting to the changing omnichannel shopping environment over the past year, there is still room to innovate and grow consumer loyalty across channels. “It’s clear from the data that retailers will face a challenge in holding onto a lot of online shoppers as experience is not meeting expectations,” said Sylvain Perrier, president and CEO, Mercatus. “To remain competitive

Photo by rupixen.com on Unsplash

When making online purchases, consumers gravitate toward products they know and routinely use or eat.

APRIL 2021 Q2

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with mass merchandisers, regional grocers need to enhance the digital shopping experience so as not to give consumers a reason to spend their money elsewhere. Grocers have to look at where they can improve operationally, how they can efficiently scale to meet online demand and which services will be most effective at revenue protection going forward.” For bakery, Hawkins suggested packaging is just one such area that needs to innovate and adapt to omnichannel shopping. “Think about packaging of baked goods such as cookies, breads, other things. Their package was designed to sit on a shelf. That may no longer be the best design if the product now has to go in a tote for pickup at the store parking lot, for delivery to a home or into a box to be shipped somewhere,” Hawkins said. But even as data suggests that the increase in online and click-andcollect grocery shopping has staying power post-pandemic (according to a Nielsen survey, the number of shoppers who considered themselves exclusive or heavy online shoppers for everyday items increased by 133% from September 2019 to September 2020), Bishop said it is unlikely grocery would ever lean fully into an online-only model. “Consumers don’t want to let someone else pick out their fresh items such as fruits and vegetables, meat, seafood, and deli products for them.”

on automation such as robots in a back room, picking products like boxes of Cheerios and a bag of sugar, while the front of the store would be a more sensory experience, touting avocados, donuts, and fresh flowers.

“There’s a discovery aspect to shopping in-person that consumers continue to crave, and retailers have an opportunity to educate and help them find something new.” Bill Bishop | Brick Meets Click

Technology advancements can also give commercial bakery brands new communication and marketing streams to partner with retailers and connect with customers more effectively, according to Watkins. “Let’s say in the in-store bakery they’ve just had a batch of fresh baked bread come out of the oven, or cookies, or whatever,” he said. “The retailer can message every shopper within a mile of that store about a new batch of product. It’s really marketing in real time.” And technologies like augmented and virtual reality offer new avenues for engagement with consumers as well. Products can now “come alive” via video to tell the story behind the product or offer recipe ideas for a particular ingredient. In a culture that values transparency and authenticity, this could be a valuable avenue for investment.

That is why many retailers are increasingly considering hybrid facilities: part fulfillment center for packing non-perishables like canned goods, and part in-person retail space where consumers can hand-select fresh products including produce and bakery. The fulfillment centers would rely heavily

APRIL 2021 Q2

“I see a lot of opportunity for both in-store and commercial bakery as the traditional grocery store model evolves,” Bishop said. He suggested that experiential factors could have a significant impact on driving people to visit in-person and make impulse bakery purchases, whether it’s smelling fresh-baked cookies or connecting with the person behind the counter. “A lot of other bakery products, both on the commercial rack and from the in-store bakery, are typically bought on the basis of appearance. But there’s a discovery aspect to shopping in-person that consumers continue to crave, and retailers have an opportunity to educate and help them find something new.”

CONSUMER TRENDS

But the main takeaway is that consumer behaviors are changing faster than ever, and the time to act is now. “Things that people thought were going to be years off may now happen in months,” Watkins said. “I would encourage everyone to really be aggressive in looking at new ways to communicate with shoppers and new ways to work with your retailers around marketing, messaging and all these types of things.” CB

“Think about packaging of baked goods such as cookies, breads, other things. Their package was designed to sit on a shelf. That may no longer be the best design.” Gary Hawkins | Center for Advancing Retail & Technology

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The omnichannel-driven future will look like a hybrid of in-store and online purchasing for food items including baked goods.

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Cannabis Curiosity It’s a growing and ever-evolving marketplace.

Photo by Margo Amala on Unsplash

BY MAGG I E G LI SAN

Cannabis has been hailed as the new “it” ingredient in the food world, and much has changed in the nearly 10 years since Colorado and Washington became the first states in the US to legalize the recreational or “adult” use of marijuana in 2012. What was once limited to small mom-and-pops selling pot brownies to niche clientele on the West Coast is now a rapidly expanding national market — with the potential to grow exponentially in the next decade. But there is still a lot of grey area when it comes to this nascent arena. During the 2020 elections, five new US states (Arizona, Mississippi, Montana, New Jersey and South Dakota) legalized medical or adult-use cannabis, bringing the total to 15 (plus Washington DC)

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Cannabis sales are expected to reach

$41.3 billion by 2026. Source: BDSA

E M E R G I N G M A R K E T: CANNABIS | HEMP | CBD

©svetlana_cherruty – stock.adobe.com

where cannabis is legal for recreational use and 34 for medical use. A handful of others are expected to commence sales in 2021. Catch phrases like “CBD-infused this” and “hemp-based that” have been all the buzz — especially in health and wellness spaces — and there’s no denying that sales are booming. Amid the potential disruption caused by the COVID-19 pandemic (or perhaps in light of it), US cannabis sales increased 46% in 2020, growing from $12.1 billion in 2019 to $17.5 billion in 2020 per data from BDSA, a Boulder, CO-based cannabinoid market research firm. “The industry not only survived, but it also thrived, and legal cannabis gained considerable ground,

“The rules are constantly changing, so we have to be able to pivot quickly to ensure we’re complying with the latest regulations.” Peggy Moore | Love’s Oven

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CANNABIS | HEMP | CBD

exceeding our expectations in several markets,” said BDSA CEO Micah Tapman. In fact, the firm forecasted US cannabis sales will grow considerably to reach $41.3 billion in 2026. “As more states begin to legalize, we see a lot of opportunity to grow our business in markets that have up until this point been untapped,” said Peggy Moore, CEO and partner of Denver-based Love’s Oven, which began selling cannabis-infused baked goods for medical use in 2009. Since then, the company has stretched the brand’s reach across Colorado and into other states where recreational use has been legalized. Plus, it has expanded into fruit beverages, chocolates and concentrates. The edibles category, which includes chocolates, gummies and baked goods, accounted for 15% of the US cannabis market in 2020, according to Forbes magazine. For baked goods, sweets like cookies and brownies remain the most popular — familiarity in the delivery of an unfamiliar ingredient has up to this point been the most successful — but as restrictions relax nationwide and consumers become more knowledgeable, Moore said there’s opportunity to explore more unique flavors and offerings.

“The next decade for the hemp-based CBD market has the potential to be a game-changer for the traditional CPG and retail industry.” Rich Maturo | Nielsen

Despite the projected growth in sales and increased interest in normalizing cannabis as an ingredient in the baking industry, there is still a lot of confusion in the marketplace due to public misconception and complicated state and federal guidelines. “Education is imperative,” said Ethan Hart, president of Custom Foods, a DeSoto, KS-based bakery that produces a diverse portfolio of frozen and par-baked products including hempbased pizza and cookie doughs. “There is still a big knowledge gap regarding the differences between hemp and marijuana and the differences between CBD and THC,” he said. “The more we can educate, the more we can dispel some of the misconceptions, market effectively and grow the category.” All varieties of the Cannabis Sativa plant (including hemp and cannabis) contain cannabinoids that interact with the human body’s endocannabinoid system. The two best known are cannabidiol (CBD) and tetrahydrocannabinol (THC). CBD is the non-psychoactive that has been associated with a number of health

Photo by Zach Zerr on Unsplash

APRIL 2021 Q2

Like cannabis, hemp contains cannabinoids that interact with the human body’s endocannabinoid system.

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CANNABIS | HEMP | CBD

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The 2018 Farm Bill cleared the way for legal cultivation of industrial hemp, but CBD is not yet federally legal in food products.

benefits and often used as a therapeutic for relaxation or pain reduction, whereas THC is the psychoactive that produces a high. Both hemp and cannabis plants contain CBD and THC, but the quantities vary by plant. The 2018 Farm Bill cleared the way for legal cultivation of industrial hemp in the US, but CBD is not yet legal in food products on the federal level. There’s a lot of opportunity in terms of educating the consumer, which is paramount, according to Moore. “The industry as a whole is still finding its way, and some businesses are doing it better than others. Most of the education is occurring at the store level because that’s where the curious buyers are, although some larger stores and chains are doing well.” The regulatory landscape remains complex — even in established markets — and laws don’t just differ from state to

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state. Layers upon layers of guidelines exist even from county to county and municipality to municipality. These layers pose challenges from marketing, packaging and labeling perspectives even in more mature markets. “We’ve had to get creative,” Moore said. “The rules are constantly changing, so we have to be able to pivot quickly to ensure we’re complying with the latest regulations.” She added that in the first year adult-use was legalized in Colorado, Love’s Oven had at least five label changes, which came at no small expense. The same was true for Sweet Grass Kitchen, a small-batch bakery selling cannabis-infused edibles in Colorado. In three years, the company had to change its labeling at least seven times. “In these emerging markets that you

guys are going to be exploring in the next few years, we can’t stress enough small inventory, digital printing, all these sorts of things that you can flip on a dime,” said Jesse Burns, marketing director at Sweet Grass Kitchen during an IBIE 2019 education session. “This isn’t like FDA regulations. You don’t get five years to comply. You get four, five, six months to comply.” Scalability also remains a challenge for those looking to enter the market. That’s in part because of the upfront capital investments required to do so. Hart advised other bakers to start their research and development now if they want to become part of the movement. For Custom Foods, that meant investing in a mill — the first of its kind in the US — to make hemp flour in-house. “Our founder Joe Bisogno is a visionary,

CANNABIS | HEMP | CBD

The edibles category includes chocolates, gummies and baked goods.

Photo by Elsa Olofsson on Unsplash

15% The edibles category accounted for 15% of the US cannabis market in 2020. Source: Forbes

and he saw the importance of hemp as an emerging market, but it’s difficult to mill, and that comes with a steep price,” Hart said. “However, we realized that if we were going to invest in this category, we needed to invest in the machinery to mill hemp ourselves.” Hart also noted that hemp and CBD are complex ingredients to use, and that requires additional investments. “Baking is both a science and an art, right? And since hemp is so high in protein, you need a really good food scientist to master the baking formulas. Hemp has a strong, earthy flavor, but it’s also really great for you. Finding that perfect balance at scale so your products are palatable but also maintain the health benefits is key.” The health benefits are certainly a key factor driving interest in cannabis. As consumers increasingly seek transparency from the food industry by way of clean labels and natural ingredients, there is opportunity for cannabis products to capitalize. “Consumers are paying closer attention to options for healthy alternative food sources than ever before, so hemp fits that bill,” Hart said. “And as long as that trend continues, hemp is here to stay for the long run. It’s high in heart-healthy Omega-6 and Omega-3 and high in fiber and healthy fats, plus it fits into a lot of wellness lifestyles in that it’s 100% vegan, gluten free, paleo- and keto-friendly, too.” But while CBD’s health attributes are fueling increased sales and acceptance, there is still much that is unknown from a scientific perspective. In a recent interview with Cannabis Products magazine, Dr. Jeff Chen, founder of the UCLA Cannabis Research Institute, expressed the potential for cannabinoids to benefit pain, sleep, inflammation and disease, as well as a number of mental and behavioral health issues, yet acknowledged that the research continues to lag due to restrictions in federal funding. “Science barely understands THC and CBD, much less the 100-plus other cannabinoids in cannabis and hemp and the hundreds of different terpenes this plant can express,” Chen said. “Leave your assumptions at the door. We may be way beyond the first inning in terms of production, marketing and distribution of cannabis and hemp p roducts, but I think we are still in the first inning in terms of truly understanding the science behind all of this.”

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For the market to grow to its full potential, there are still many hurdles to overcome. But with greater clarification around regulation and marketing guidelines, the category has the opportunity for lasting growth. “While the regulatory roadmap remains ambiguous, one thing is clear,” said Rich Maturo, VP of cannabis practice for Nielsen. “The next decade for the hemp-based CBD market has the potential to be a game-changer for the traditional CPG and retail industry.” In fact, the market research firm also projects that if the US Food and Drug Administration were to approve CBD as Generally Recognized As Safe, the market for ingestible products could grow as much as 250 to 275% within a year’s time. Although this market might currently seem a little like the Wild West, those who embark early on this new frontier could come out ahead. “For any bakers who are looking to expand into cannabis, I would encourage them to go in with eyes wide open,” Moore advised. “You’ve got to be adaptable, nimble and fearless.” CB

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Forecasting a Rebound Dollar Share of Category — Center Store

COOKIE TRAY/KITS: 0 .1 %

ASSORTED/ MULTIPACK COOKIES: 0 .1 %

SPECIALTY COOKIES: 0.4%

ICED/FROSTED COOKIES: 15.7% TRADITIONAL COOKIES: 83.8%

Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

The 2020 buzzwords of resiliency and innovation are part of this year’s recipe for success in the cookie category. Universally appealing and infinitely snackable, cookies, particularly in the perimeter, are poised for a comeback in 2021. But the question remains: Can the category reach the levels of 2019 or is there additional work around innovation and formulation yet to be done? It’s probably safe to say the $7.22 billion cookie category will never be completely out of demand. This is evidenced by the continuing strength of center-store cookies at $668 million, a 9.3% change vs. a year ago. Center store saw huge wins in 2020 with a surge in sales of larger sizes, perfect for offering a brief respite from the extra hours spent working and schooling from home.

9.3% Center-store cookies at $668 million, a 9.3% change vs. a year ago. Source: IRI

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C AT E G O R Y O U T L O O K : C O O K I E

Dollar Share of Category — Perimeter*

ASSORTED/ MULTIPACK COOKIES: 6.7%

HOLIDAY/ SEASONAL COOKIES: 0.8% COOKIE TRAY/KITS: 3.8%

SPECIALTY COOKIES: 9.3% TRADITIONAL COOKIES: 64.2%

ICED/FROSTED COOKIES: 15.0%

$1.84 B Perimeter cookies, currently at $1.84 billion, could be poised for a rebound. Source: IRI

Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

With COVID-related restrictions around the in-store lessening and more consumers returning to shop in-store, perimeter cookies, currently at $1.84 billion, a 3.6% loss, could be poised for a rebound in 2021. The question now is how consumers post-pandemic will be shopping the perimeter bakery department.

website search engine optimization (SEO) and social media and working with influencers to tout messages of sustainability and traceability.

Cookies — treated as a snack, dessert or a pick-me-up on those bad days — offer consumers of all ages elements of variety and reassurance through the nostalgia of retro and new twists on beloved favorites. Manufacturers experienced growth through timely, experiential limited-time offers, fun flavor combinations and a growing number of co-branding initiatives with candy combos being a popular favorite.

While the connection between indulgence and cookies remains a recipe for success, these manufacturers are also receiving more calls for better-for-you (BFY) and allergen-friendly options.

Sally Lyons Wyatt, executive VP and practice leader, client insights for IRI, predicted a rise in the number of BFY introductions around gut health and immunity, diet-related introductions (keto, paleo and gluten-free), free-from attributes and higher protein claims. Manufacturers looking to provide these often disparate claims definitely have their work cut out for them. Good practices will necessitate sound formulations and current food science.

Consumers looking to ensure the accuracy and legitimacy of claims such as natural or simple are hungry for information, looking for updated callouts on labels and packaging and easy-to-access information online. Manufacturers and retailers looking to accommodate these demands are staying current by making improvements to their

For example, formulators who want to up protein levels in a dough might naturally look to the use of eggs, but this may not be possible if the formula must also meet

A US Foodservice trend report from Mintel indicated desserts and snacks are a prime area for innovation such as mashups with an emphasis on playfulness.

APRIL 2021 Q2

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C AT E G O R Y O U T L O O K : C O O K I E

allergen claims. Likewise, manufacturers who successfully meet requirements for gluten-free could soon find themselves needing to reformulate to meet growing requests for cookies free from both gluten and grains.

Increasing mobility will drive the need for smaller package sizes as consumers return to work and their children resume in-person school. Truly, the possibilities for cookies with benefits show no limits, offering “cures” for everything from insomnia relief to better immunity. In the near future, cookies in many forms could soon become a very desirable prescription for those looking for a delicious, yet temporary, escape from demands of the day.

CENTER-STORE COOKIES

DOLLAR SALES ($ IN MILLIONS)

% CHANGE VS. A YEAR AGO

TRADITIONAL COOKIES

$560.04

0.3%

ICED/FROSTED COOKIES

$105.07

4.4%

SPECIALTY COOKIES

$2.43

10.0%

ASSORTED/ MULTIPACK COOKIES

$0.57

-10.3%

COOKIE TRAY/KIT

$0.36

1107.3%

Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

With many still feeling restrictions on the home front, food and in-home baking remain the go-to entertainment. But as life opens back up, the impact of busy lifestyles will once again be a concern, and consumers will seek out opportunities to build in permissible indulgence wherever possible. Lyons Wyatt predicted increasing mobility will drive the need for smaller package sizes as consumers return to work and their children head back to in-person school where the associated events and c elebrations will resume demand for bulk items such as cookies.

APRIL 2021 Q2

Traditional cookies account for

83.8%

of center-store cookie sales. Source: IRI

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Options such as mini bites and smaller-sized versions create room for permissible indulgence with appeal to those who participate in simpler or minimalist lifestyles.

Mimicking the appeal of a quick online order to a specialty store, retailers and manufacturers can boost online offerings through improved SEO. PERIMETER COOKIES

DOLLAR SALES ($ IN MILLIONS)

% CHANGE VS. A YEAR AGO

TRADITIONAL COOKIES

$1,186.56

2.2%

ICED/FROSTED COOKIES

$276.47

-9.8%

SPECIALTY COOKIES

$172.51

4.0%

ASSORTED/ MULTIPACK COOKIES

$123.90

-16.9%

COOKIE TRAY/KIT

$69.57

-36.0%

HOLIDAY/ SEASONAL COOKIES

$15.00

-21.0%

ALL OTHER COOKIES

$4.01

-43.7%

1,107.3% Cookie tray/kits also saw incredible growth of 1,107.3%.

Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

APRIL 2021 Q2

Frozen cookie dough, which achieved almost triple-digit growth over the past year, can help ignite some of the familial joy of home baking discovered during the pandemic months. Cookie tray/kits also saw incredible growth of 1,107.3%. Frozen and readyto-bake cookie doughs and kits provide consumers the experiential elements of home baking while offering the convenience consumers demand.

Source: IRI

Cookie manufacturers and retailers can prepare for growth now by meeting consumers where they are in the moment. This includes acknowledging the increasing appeal of online purchasing and on-demand consumption, as well as the ongoing desire for convenience. Mimicking the appeal of a quick online order to a specialty store, retailers and manufacturers can boost online offerings through improved SEO, enabling consumers to quickly find what they’re looking for through an easy search without the need for an extra trip to a specialty store. CB

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C AT E G O R Y O U T L O O K : P I Z Z A

IRI Market Advantage – Integrated Fresh reported dollar sales of frozen pizza for the latest 52 weeks ending Feb. 21, 2021, at $6.3 billion, a 25.3% change versus a year ago. Frozen pizza crusts/dough registered $53 million, and frozen pizza kits and toppings at $6 million. Clearly, frozen took the largest slice of the multi-outlet pie.

Watch Out, Delivery Convenient, comfort-inducing and infinitely customizable, pizza fits the bill for so many consumers.

51% of consumers would like pizza with more natural ingredients. Source: Technomic

Dollar Share of Category — Fresh*

DELI CALZONES 5.9%

DELI PIZZA SLICES: 8.3% DELI WHOLE PIZZA 80.4%

As a result of COVID-related deli closures, the deli pizza category saw an 11.3% decrease. Similar losses were evident in deli whole pizza, $507 million with a 9.1% loss, and deli pizza slice, $52 million, with a 42.4% loss as a result of decreased foot traffic for on-the-go convenience snacks and quick meals. Beloved by consumers of all ages, pizza in frozen and fresh offerings deliver consumers incredible variety in not only toppings but also in crust selections ranging from thin, thick and classic to alternative/healthier and cheese crusts, just to name a few. While toppings are a major source of debate — meat vs. no meat, cheese, or sauce vs. no sauce — the No. 2 c onsideration when purchasing pizza is often crust. Then again, Technomic’s 2020 Pizza Consumer Trend Report

*Variance 5.4 Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

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C AT E G O R Y O U T L O O K : P I Z Z A

begs to differ, citing crust as the No. 1 consideration with 70% of people reporting a crust or quality dough as the most important component. And let’s talk toppings. When looking at the top 50 pizza SKUs, the classic p epperoni takes the topping lead with 28% of the category, according to IRI data.

32%

Dollar Share of Category — Frozen

FROZEN PIZZA KITS/TOPPINGS 0. 1 % FROZEN PIZZA CRUSTS/DOUGH: 0.8%

FROZEN PIZZA 9 9 .1 %

of consumers want pizza made with organic ingredients. Source: Technomic

These days, regional pizza options offer the already productive category more reasons for debate and buzz. Most recently, Detroit-style pizza has become the consumer darling. The rectangular pizza offers a thick, crisp and chewy crust topped with tomato sauce and Wisconsin brick cheese. Staying true to its industrial city roots, the pizza is baked in steel trays originally designed as automotive drip pans or to hold industrial parts in factories. In addition to capitalizing on regional adaptations, the pizza category is ripe for innovation, said Sally Lyons Wyatt, VP and practice leader, client insights for IRI. She predicted consumers who are ready to venture back into the retail space will be in search of new items, with pizza playing the perfect backdrop.

Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

FROZEN PIZZA DOLLAR SALES

DOLLAR SALES ($ IN MILLIONS)

% CHANGE VS. A YEAR AGO

$6,235.21

25.3%

FROZEN PIZZA CRUSTS/DOUGH

$52.10

18.5%

FROZEN PIZZA KITS/TOPPINGS

$6.04

230.0%

FROZEN PIZZA

Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

APRIL 2021 Q2

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C AT E G O R Y O U T L O O K : P I Z Z A

27% are interested in low-carb pizza options. Source: Technomic

With options in abundance, manufacturers of frozen pizza have the leverage to go after the pizza delivery chains. The ready-when-you-are option offers consumers a fresh and hot pizza pie direct from the home oven, no delivery tip required.

28% are likely to eat pizza with more healthy options available. Source: Technomic

DELI PIZZA DOLLAR SALES

DOLLAR SALES ($ IN MILLIONS)

% CHANGE VS. A YEAR AGO

DELI WHOLE PIZZA

$507.67

-9.1%

DELI PIZZA SLICE

$52.53

-42.4%

DELI CALZONE

$37.96

3.2%

Latest 52 weeks ending Feb. 21, 2021 Source: IRI Market Advantage - Integrated Fresh

APRIL 2021 Q2

Lyons Wyatt shared that flatbread options offer consumers a different texture and flavor profile and also provide an alternative for those looking for a less bread/crust option. For example, Kontos, a maker of ethnic-inspired flatbread offerings, is finding success marketing its signature flatbread products, including a 7-inch pizza parlor crust with extra virgin olive oil baked into the crust.

As consumers get back to making more frequent trips to the grocery store, deli providers can also rise to the occasion with take-and-bake pizzas in whole and by-the-slice options that offer consumers a personalized, fast-scratch approach to restaurant-like, at-home dining. Retailers with the available in-store deli space can further compete by offering products with personalization, Lyons Wyatt suggested. She also predicted the combination of economic uncertainty and the ongoing popularity of restaurant-at-home dining offers the potential to fuel fresh pizza purchases, merging premium with convenience. Additionally, mobility will serve as the trigger for this convergence, particularly as time once again becomes a premium for consumers who are getting back to the daily grind. CB

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C AT E G O R Y I N S I G H T: C O O K I E

The Cookie’s Horizon Consumers want to treat their bodies right, and they want to indulge. Cookies with “free from” claims are appealing … until people ask, “What’s in it for me?” Cookie producers have to be ready — for anything — at a moment’s notice.

“The biggest requests are mostly in that ‘free from’ category,” said Greg Toufayan, president, Ridgefield, NJ-based Toufayan Bakeries. “That means free from the major allergens — egg-free, gluten-free, dairyfree, etc. — and the all-natural and organic, also known as the ‘better for you’ category. The biggest impact on our cookie operation has been with changeovers and the time we lose changing the equipment over from something like a wheat-based product to gluten-free. It requires a lot of time to properly change over between those categories.” As a contract manufacturer in Versailles, KY, More Than A Bakery often contends with changeover plight for much the same reason. “We get a lot of requests for allergens as well as allergen-free products, so cleaning and validations are critical,” said Bill Quigg, president, More Than A Bakery. Equipment cleanability is critical in terms

Photo by Sharon McCutcheon on Unsplash

A few bakers shared the challenges in producing more cookie varieties with an array of attributes, as well as insight into solutions available and what’s needed to change the game.

of speed and ease of use. The job has to get done quickly and thoroughly, especially when changing over from a non-allergen product to an allergen. “The need has increased for tool-less changeovers as well as safe, easy and effective equipment cleaning,” Quigg said. While serious advances have been made with sanitary design, Quigg challenged equipment manufacturers to dive deeper with bakers even after factory acceptance testing to truly understand the changeover and sanitation implications when dealing with a large variety of products. Toufayan reiterated the need for quick changeover efficiency when it comes to keeping

products safe from allergen crosscontamination. “We’re doing the best we can in terms of figuring out how to quickly change over from one product to another without the risk of contamination,” he said. Cookie producers aren’t just faced with making free-from items; consumers also want to indulge in products that have benefits, too. That makes cookies with claims like high-protein in high demand as well. This can get tricky in production for allergen safety. “You could have combinations like a protein cookie that’s also gluten-free,” Toufayan said, noting that subcategories can then start to multiply.

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“You can get protein from eggs, but then a customer may want a product to be free from eggs,” Toufayan explained. “And then you’re talking about another cleaning for an allergy issue in the operation.” The trick is doing so cost-effectively, and oftentimes, that starts with having the right R&D. San Leandro, CA-based Otis Spunkmeyer invests heavily in its R&D to create products that will disrupt the market, especially when consumption habits are evolving for both foodservice and retail. “Instead of line extensions, Otis Spunkmeyer’s R&D department is exploring more ways to innovate in more disruptive ways with our cookie portfolios,” said Daniele Bianchini, director of marketing for Otis Spunkmeyer.

Producing a variety of cookies — each with its own specifications — takes getting the processing equipment down to a “T.” “We have seen significant improvements in the control of variables for production,” Quigg said. “This involves precise ingredient batching, and that can control quality and temperatures. And automated mixing reduces potential mistakes from human interaction.” At De Soto, KS-based Custom Foods, the bakery’s cookie production increased exponentially in the later stages of the pandemic, and that spike in business led to several automated production needs. So, when Ethan Hart, Custom Foods president, saw an opportunity to purchase a new double-arm sigma

“Repeatable rotary moulding and forming has allowed us to dial in quality quickly after startup, and that is key on shorter runs.” Bill Quigg | More Than a Bakery

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C AT E G O R Y I N S I G H T: C O O K I E

mixer, he jumped on it. “I know how hard it is to get new equipment because everything’s backed up right now,” Hart said. “I knew our cookie production was going to need it, so when I found out the mixer was available, I said, ‘I’ll take it.’”

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Precision is key for cookie dough portioning, and equipment manufacturers have made advances for streamlining production, especially for those shorter runs required for producers making several different types of cookies. “Repeatable rotary moulding and forming has allowed us to dial in quality quickly after startup, and that is key on shorter runs,” Quigg noted. When Custom Foods first began producing cookie dough for the fundraising industry, the bakery was creating small portions with a Vemag and water wheel portioner from Reiser. And now that Custom Foods’ cookie business has exploded, Hart invested in another Vemag — an HP30 from Reiser — and has plans to invest in another water wheel divider as the business grows.

And no matter what the variety, accuracy in cookie production is nothing without accuracy in the bake. When Toufayan Bakeries entered the cookie space, Greg Toufayan applied his bread baking knowledge to understand his oven needs for cookie production. “What I found when we entered the cookie business was a very similar oven

“We make a wide variety of cookies, and we end up doing several different packaging formats, so equipment that could automate but at the same time be versatile enough to handle all our different products would be at the top of our wish list.” Greg Toufayan | Toufayan Bakeries

APRIL 2021 Q2

to an indirect-fired bread oven,” Toufayan said. “There are more options in terms of mixing direct fire with zones of indirect fire.” Combining those methods and applying heat from a different chamber with high speed and accuracy allows a baker to dial in the bake for each specific cookie type. Toufayan noted that oven technology from Reading Bakery Systems has advanced to deliver that level of precision for his bakery’s cookie production. “The delivery of heat to the product is much more precise than it would have been 20 or even 10 years ago,” he said. Dialing in the automation doesn’t stop when cookies leave the oven, especially in a high changeover environment and in areas like packaging, where automation, versatility and labor availability don’t always jive. “We’ve seen a real uptick in the difficulty to source proper labor, so there’s a need for packaging equipment that can automate more and, at the same time, is versatile enough to handle several different products,” Toufayan said. “We make a

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C AT E G O R Y I N S I G H T: C O O K I E

wide variety of cookies, and we end up doing several different packaging formats, so equipment that could automate, but at the same time be versatile enough to handle all our different products, would be at the top of our wish list.”

For Custom Foods, a Bosch (now Syntegon) Doboy Stratus flowwrapper was key to taking on so many new projects … and it actually led to even more business.

Considering the speed of innovation over the past five to 10 years, it’s not impossible to imagine robotics that could finally marry automation and versatility in the labor-intensive packaging area, especially when the age of social distancing is driving the industry to reconfigure that space.

“I had a lead on a nearly new flowwrapper that allowed us to take on a specific job for a customer,” Hart recalled. Then other customers found out that Custom Foods had the packaging technology and a tunnel oven, and the new orders came calling, especially for products that are individually wrapped to ease food safety concerns around COVID-19.

“If technology can develop self-driving trucks, why can’t there be something that can pick up a whole cookie and a round cookie in the same shift and not take more than 10 minutes to do the changeover?” Toufayan pondered.

To Hart, it’s about having the courage to take risks, especially with equipment purchases. “It better positions our company to take on more business,” he said. “We have to do several different things but do them all well.”

When cookie producers are willing and able to automate, suppliers must be there to support the effort — even after the deal is closed. “To truly understand how to make their equipment better, equipment designers and engineers need to be on the bakery floor, talking to operators and the people who work hard every day to operate and clean their equipment,” Quigg said. Some innovation may be a vision for the future, but it’s on the horizon. “If we get there, I think it will keep driving equipment suppliers to have good business, and that’s great because we like them to be busy too,” Toufayan said. And Hart doesn’t believe in looking back. “If we don’t innovate or automate, we’re destined to fail,” he said. CB

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C AT E G O R Y I N S I G H T: P I Z Z A

Pizza’s key to progress Consumer preferences may run the gamut for pizza, but one thing is constant: People are loyal to their style of pie. Throughout the pandemic, pizza has been a mainstay on household tables, whether it was delivery from a national chain, curbside or carryout from the local pizza joint, or baked off from the supermarket freezer or deli counter. The uptick in pizza consumption had an impact on producers. Here’s what they had to say. “The biggest thing we’re seeing right now — really over the past year — is a lot of requests for custom products,” said Anne Cookson, VP, sales and marketing for Waukusha, WI-based Baker’s Quality, a producer of pizza crusts for foodservice operators across the country. “We are seeing a lot of operators who were making dough in their own facilities and are now struggling with the labor side of things. So, they’re looking to somewhat outsource their dough production while maintaining a high-quality product that’s the equivalent of what they’d make in their own kitchen.” Pizza foodservice operators have prided themselves on the quality of their crust, so they place a high priority on finding a baker partner that can deliver a product that lives up to their standards. It’s a point of pride. De Soto, KS-based Custom Foods, which also primarily serves pizza foodservice accounts, has also seen an uptick of customers seeking solutions to replicate their high-quality doughs that could have conceivably been made in the back of the house. Photo by Shaian Ramesht on Unsplash

These customers are also feeling the pinch from the pandemic’s financial fallout. While the bakery is seeing increases in the price of labor as well as raw materials, Ethan Hart, Custom Foods president, is committed to controlling those costs internally to avoid passing them along to the customer. “The minimum wage is a hot topic, and we have some customers scrambling to discover new ways to be more efficient and streamline their operations to keep a consistent product at a lower price,” Hart said. “We’re seeing an influx of inflation across the board, from raw materials to packaging,” Hart said, noting that he’s seen flour prices rise as high

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C AT E G O R Y I N S I G H T: P I Z Z A

as 18% in the past six months and packaging supplies spiking as high as 20% recently. Despite those increases, Hart said, Custom Foods focuses on innovation in efficiency to avoid passing the hikes onto its customers. “We have long-term relationships with our customers and want the best for them because their bottom line matters to us,” Hart said. “We have to get very strategic about the way we manufacture to ensure we take care of our customers through these near-historic price increases. How we manage the situation will help our customers manage it as well.” Some of those solutions include identifying the trends that are creating demand for foodservice operators, tapping into new R&D strategies and making smart capital investments. Finicky consumers have been calling the shots at the retail level for years, expecting immediate gratification on their rapidly changing preferences, and those attitudes are driving demand in the pizza market now, too. One day, cauliflower crust is all the rage; the next, people are clamoring for a cracker-thin crust. These days, producers like Baker’s Quality are delivering on demand for the thick Detroit-style crust. “While regional styles like Detroit are popular right now, three months ago, it was plant-based,” Cookson observed. “And three months from now, it might be a Florida style. Sometimes you see it coming; sometimes you don’t.” The key to keeping up is versatility and creativity, starting with R&D for new product development … because not all manufactured pizza crusts have to be made equally.

APRIL 2021 Q2

At Baker’s Quality, Chris Miller, operations manager, works closely with the bakery’s suppliers to keep a handle on what they’re seeing in terms of trends and what could be developed at scale. “We like to be creative here,” Cookson said. “We can come up with some off-the-wall ideas and then R&D them to see if it’s something that could come to fruition.” According to Hart, Custom Foods’ customers tend to be a bit sophisticated with their product needs.

“We are always looking for efficiencies, and equipment has come a long way. It’s much more specialized than anything that has been available before.” Anne Cookson | Baker’s Quality

They’re dialed into the type of crust they’ll require for the type of toppings and sauce being developed. “They know if they’ll be using heavy toppings or a heavy sauce, they’ll need a Detroit or Sicilian crust, which is thicker and ‘breadier’ as opposed to some of the thinner options or a New York crust where there’s less sauce or perhaps lighter toppings,” Hart said. The most important consideration for the saucecrust relationship is maintaining the proper bite for the amount of sauce. “They want a lesser absorption of sauces and fats into the dough so that the crust holds up better for longer,” Hart said. This has become paramount in the age of delivery, curbside and carryout, especially for pizza opera-

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C AT E G O R Y I N S I G H T: P I Z Z A

tors who had previously only focused on dine-in service and now have to consider how the product travels from the restaurant to the consumer’s table. He also noted that shapes like rectangles and squares are taking hold in pizza foodservice as well, even for the dough balls and discs. “It’s not new to the industry, but we are seeing an increase in that traffic,” he said.

Developing custom products requires specific operational needs, including equipment that can take the strain of several short runs with fast changeovers. The team at Baker’s Quality keeps the process top of mind from the early stages of development to ensure that the dough is strong enough to not only withstand the production process but also bake-off onsite all the way to the table, whether at home or in-house. “We’ve diversified ourselves pretty well with the type of equipment we have here,” Cookson said. “We are always looking for efficiencies, and equipment has come a long way. It’s much more specialized than anything that has been available before.” An AMF Tromp laminating line has helped Baker’s Quality produce those custom crusts. “We worked really closely with them to develop a custom line,” Cookson said. While the bakery creates a variety of crusts including par-baked, sheeted crust, dough balls and flatbread, its signature product is a cracker-thin crust,

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Similarly, Custom Foods produces several different crust types, and machinability has to be top of mind always. “Each type of crust reacts differently in the production process,” Hart said. For example, one customer had requested a change to its dough ball formulation to create a more durable thin crust, and that came with a host of processing implications. “It’s more than just a simple formulation change,” he explained. When the absorption changes, the mixing steps have to be adjusted, and dividing has to change to maintain portion accuracy, as well as adjusting the rounding process to ensure the gluten structure. “We always figure it out, but it takes time and thought.” About a year ago, Custom Foods invested in upgrades to its pizza makeup line that includes technology such as a Vemag from Reiser. “That significantly helped streamline our operation,” Hart said. “We are very fortunate.” As the pandemic further changes how food is delivered — to customers and consumers — Custom Foods is revisiting its packaging needs for accounts that require dough balls to be individually wrapped. Innovation from HarpakUlma fits the high speeds running at this bakery. Automation not only streamlines the process, but it also helps Custom Foods manage costs to avoid those increases for its customers. Custom Foods is on track to produce 30 million crusts per year, and Hart is all-in for discovering the technology to get the

But the biggest R&D development could be in the form of what Hart calls “unique” inclusions including whole grains, or spices like cayenne pepper, not typically found in pizza dough.

and the Tromp line was designed for the bakery’s proprietary process.

bakery there in cost-effective ways that keep the quality consistent. Foodservice endured more than its share of hardship over the past year, and pizza was a product that allowed many to pivot in creative ways. While crust manufacturers such as Baker’s Quality suffered those effects in the short-term, the commitment to quality and persistence in the process guided them through to the other side. “We did a lot of innovation during that time,” Cookson recalled. “We developed ways to survive by launching some new product lines and new brands, and now it’s coming back.” Innovation is the key to progress. “We like to be very creative here,” Cookson said. “For us, it’s about having fun, never taking yourself too seriously and being open to all possibilities.” CB

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European QSRs Finding Their Way International content provided by baking+biscuit international, an F2M publication.

I N T E R N AT I O N A L M A R K E T

B Y G E O R G E H E N R Y, A S S O C I AT E A N A LY S T, G L O B A L D ATA

COVID-19 has hit the QSR industry especially hard, forcing restaurants to react quickly to market disruption and re-emerge in diverse formats, seeking multichannel optimization. Physical social distancing and a ban on indoor consumption have led to many QSRs changing their operations to take-away only. For example, last summer, coffee chain Pret A Manger launched a “Heat me at home” line that enabled consumers to pick up their food and reheat at a later time. This minimized contact time in-store and afforded people added flexibility to eat when they wanted to. The retail channel also released a range of products designed to help consumers receive the barista-quality coffee they were missing during lockdown. This multichannel shift in strategy could evolve further throughout foodservice, particularly if working from home becomes entrenched behavior for the years to come. For QSRs, it is another way of thinking outside of established practices to reach consumers and generate revenues at a time of restricted footfall.

Thinking outside of established practices can reach consumers and generate revenues at a time of restricted footfall.

Catching consumers with health-focused innovation While QSRs across Europe have several challenges to overcome, they can look to consumer preferences for health and nutrition — and new product development from producers of baked goods — for inspiration and innovation. A recent trend GlobalData has noticed is the incorporation of honey into bread products as a natural sweetener, while also retaining positive health connotations. Honey’s natural and better-for-you positioning creates an opportunity for bread and morning goods brands to have honey as the central ingredient for sweetness, as it gives a stronger association to healthy eating than sugar. According to GlobalData’s 2019 Q3 consumer survey, almost three-quarters of Europeans (70%) believe that honey has a positive impact on their health. It is clear that if leveraged properly, honey has a strong value proposition in the product formulations. For example, in the Czech Republic, Bauli’s wildflower honey croissant is high in fiber and capitalizes on both sensory and health trends. Similarly, in Turkey, Uno has released a honey oat bread with propolis, an unusual formulation that is also high in protein, vitamins and minerals. Another interesting nutritional trend sweeping across Europe is that of high protein alternatives. Due to increased health awareness, consumers seek foods that help them to reach a balanced diet. As per the same survey, one in four (24%) Europeans are actively trying to increase their intake of plant-based proteins, which bodes well for bread and bakery manufacturers in the region. Switzerland’s Oh! High protein toast claims to contain 21% protein and is catered to busy breakfast occasions, reassuring consumers that they can easily reach their daily protein consumption targets in a convenient and tailored manner. Whereas, in Austria, Helga’s vegan Digestive Wellbeing bread taps into the personalization trend as it offers a solution to the consumers who prefer and consume products that support their digestive health. Breakfast products are also likely to increasingly incorporate hemp as a featured ingredient and highlight its functional health properties, particularly given the EU’s recent rule (November 2020) that CBD should not be classified as a narcotic. The emergence of hemp and CBD in other FMCG categories such as confectionery, beauty and beverages, as well as breakfast products such as cereals and cereal bars, will help normalize the ingredient in consumer perceptions and boost hemp protein’s positive health association. Consumer health preferences are just the first step for European QSR operators; the next step is looking at how purchasing behaviors have changed in response to the COVID-19 global pandemic.

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Digital creates consumption alternatives Online shopping has become a vital growth industry within bakery goods and will play an increasingly influential role in the coming years. GlobalData’s latest consumer survey (2021 Q1) revealed that two-thirds (60%) of Europeans agree that convenience and time saving are the greatest benefits to online shopping over visiting stores; a further 35% highlighted minimized social contact as their preferred benefit. The pandemic has accelerated this trend as consumers seek

to minimize their time in-store and opt for the convenience of ordering from the safety and comfort of their own homes. The rise of online deliveries has, in turn, encouraged an uptick in “dark kitchens,” which operate as an extension of the kitchen or as a separate entity. Dark kitchens are designed exclusively to cater to off-premise diners, allowing brick-and-mortar restaurants the space to focus on alternative ways of

entertaining their customers. In the long term, QSRs may constrict their high street presence to focus solely on takeout operations, particularly if hybrid and remote working trends prevail. QSRs are in a position where they can adapt to changing consumer trends quickly by embracing digital technology. Broadly, operators must continue to streamline the pick-up process to be as contactless as possible, whether

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Subscription services will allow for more tailored products, baked goods included. Most product launches are focused on emphasizing targeted health attributes without compromising on

novel and unusual flavors or ingredient formulations. According to GlobalData’s Q1 consumer survey, more than a third (36%) of Europeans buy bakery, cereals or morning goods from artisan and independent brands. QSR players should look at incorporating these products in their offerings, leveraging craft labels that can easily be delivered to one’s doorstep.

via drive-thrus, delivery platforms or safe and hygienic drop-off/pick-up locations. On-site, the implementation of app-based and remote self-order kiosks to shorten lines will also prove highly beneficial. The challenge here is capital; many of these technologies may require substantial funds to implement, which, after months of lockdowns and reduced footfall, will prove difficult for smaller, independent operators.

Packaging is another key factor; secure, sustainable and sleek packaging designs will help improve brands’ image, support on-the-go and home consumption occasions and reassure the consumer regarding concerns around contamination and hygiene.

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Aside from targeted health, recent new product development for bakery has centered around the underlying trends of premiumization and cross-category innovation.

Opportunities and forecasts One quarter (24%) of Europeans agree that convenience is the main driver for patronage to QSR outlets, followed by good value for money (17%), according to GlobalData’s consumer survey. As many return to active lifestyles, accessible, nutritious and convenient breakfast options will grow in demand. Subscriptions may be a great way for QSR players to cater to these needs and directly engage with the consumer, as well as attaining user information through the subscription service that will allow them to cater their products and menus further. Additionally, Europe will likely see robust volume and value growth in bread and rolls from the years 2019 to 2025. In USD value terms, West Europe and East Europe are expected to grow at a CAGR of 3.4% and 3.7% respectively, and a volume (kg) growth of 1.3% and 1.7% respectively. The bread and rolls market in Ukraine is anticipated to be the best performer in Europe with a volume CAGR of 5.1% from 2020 to 2025. Among the largest economies in Europe, the German and French markets are anticipated to decline by 0.16% and grow at just 0.7%, respectively. The static performance suggests market maturity and a lack of innovation in Europe’s largest economies. The forecasted performance will not be uniform throughout the European continent, however, with a number of the region’s bread and rolls markets expected to contract in the coming years. Latvia is anticipated to decline by a volume CAGR of 2%, while Poland is expected to be the worst performer with a CAGR decline of 4.6% between 2020 and 2025.

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One of the latest trends to emerge is the yum yum and doughnut hybrid, known as the yumnut. This mixed product follows in the footsteps of the popular cronut, a croissant-doughnut pastry. Marks & Spencer launched its version of the yumnut in March 2020, claiming its butterenriched recipe has a minimum 18-hour dough resting time and 48 laminations to boost its layers and fluffy texture. The ciabattin, a cross between ciabatta and sourdough, ferments over 24 hours. This launch is symbolic of how prevalent experimental cooking has become over the past year. According to GlobalData’s 2020 Coronavirus (COVID-19) Week 11 Recovery Consumer Survey, half (49%) of European consumers somewhat or strongly agreed that they “intend to experiment with new cuisines and recipes.” European QSR outlets can look to baked goods innovations to accentuate initiatives to serve their consumers. Commercial Baking has developed a cooperative agreement with the leading European / international baking journal baking+biscuit international from the publishing house F2M. This magazine is the English- language sister to the acclaimed German language journal b rot+backwaren and is published six times per year with 5,000 hard copies delivered per issue and thousands reading the editions digitally.

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BUSINESS INTEL

Pulling Back the Curtain

Once thought of as just a ‘millennial thing,’ values-based marketing is fast becoming a necessity for any type of bakery business. BY G I N I D I E TR IC H

Growing a business is challenging in the best of times. Now a year into a prolonged pandemic and an economic downturn, even the most sophisticated business leaders struggle to figure out how to market in turbulent waters. For commercial bakeries, especially those that are not consumer-facing, it’s even more challenging because consumers are peeling back the layers of the industry to learn everything they can about the businesses they buy from — directly or indirectly — creating a need for values-based marketing. More and more consumers want to buy from businesses that support the way they think. This includes supporting products and companies that stand for the same things they do; for some consumers, that means buying from those sellers who demonstrate a willingness to stand up against social injustice and political divisiveness or who otherwise align with consumers’ own values and priorities. For many companies, this new environment may provide a defining opportunity to lean into the challenges of 2021 by showing courage and offering hope to their customers. 2020 brought not only a global pandemic but also a year of social and political unrest. There is no better time for commercial bakeries to lead with purpose and show that you don’t just sell something or make something — you stand for something. But this can seem counterintuitive to the way many companies have typically run their business. Before

2020, it may not have been necessary to market or advertise extensively, let alone speak publicly about the business’ values. Historically, most commercial bakeries have operated in an environment where they sold to customers based purely on their products’ benefits, not on their businesses’ values. With a few exceptions, most baking businesses have kept social issues out of their marketing. And that traditional view of marketing may make this an uncomfortable time for developing a values-based platform. The idea of not only marketing when you’ve never really had to — let alone adopting values-based strategies — can be scary. There are pros and cons, of course. On one hand, it can build trust and loyalty while increasing sales, but it can also risk alienating customers or prospects whose values don’t align with a brand’s messaging. In the commercial baking industry, values-based marketing is a relatively new concept, especially for those companies that have had minimal marketing strategies at all, not to mention tacking their values onto the benefits of their brand. But isn’t values-based marketing just a “millennial thing”? Not necessarily. Values-based marketing is an appeal to a customer’s or consumer’s ideals and ethics. It shifts marketing from productcentric to customer-centric. This type of marketing is often seen as a “millennial thing” because these consumers make up the first generation to require businesses to stand for something. The generation that grew up with the internet providing untethered

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BUSINESS INTEL

In 2021 and beyond, as you consider not just marketing strategies but also those that are values-based, think through all the pros and cons, just as you would do for business continuity or crisis planning.

access to products and information — not to mention real-time social media — may be the most vocal in their demands. But it’s not just about millennials. Today’s modern shoppers not only want to know who supplies their favorite brands, but they also care about a company’s values in addition to the quality of its products. For those companies that can define and communicate what they stand for, values-based marketing can be a very effective way to build a deeper connection with consumers and stay top-ofmind to create lifelong loyalty. It can also create a way for people to support the brands that sell or use your products. Shying away from a values-led approach might be easier, and maybe even less risky, but that approach may not resonate with some consumers much longer. Today, any business, no matter what it makes or who it sells to, should evaluate whether its consumers expect it to back societal issues and whether those consumers want the company to showcase its beliefs through targeted marketing. It’s no longer a “maybe we’ll do something someday” scenario; it’s become table stakes. In 2021 and beyond, as you consider not just general marketing strategies but also those that are valuesbased, think through all the pros and cons, just as you would do for business continuity or crisis planning. Work through the policies around the values you stand behind, and ask some very important questions: What are your company’s core values? Do they resonate with your consumers? What kind of backlash might there be if you promote them? Who

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will the activists, trolls and sophisticated bad actors be? What will they say, and where will they say it? Where do you need to be aware of your risks? Have other commercial bakeries taken this approach, and what have they had to deal with? How have some of the brands you admire dealt with this, and what have they done well … and not so well? How will you moderate the responses? Are you prepared for what could be disruptive, atypical risks? And of course, what benefits or brand loyalty might you cultivate? Whether or not you decide to market your brand broadly in 2021, values-based marketing offers a challenging new frontier, especially online with social media users who may be ready to sow discord — sometimes just for the fun of it — or who just might spread the word about the good work you do. By being the purveyor of your own messaging, you control the narrative. You can decide if values-based marketing makes sense for your company and your products. And, as you consider the benefits and risks by thinking carefully about your marketing strategies, you’ll be prepared if and when someone decides they’re unhappy with the supplier their favorite brand uses to source its sourdough starter. CB — Gini Dietrich is the founder, CEO and author of Spin Sucks, host of the Spin Sucks podcast and author of Spin Sucks (the book). She is the creator of the PESO Model and has crafted a certification for it in partnership with Syracuse University. Dietrich is co-author of Marketing in the Round, co-host of Inside PR and co-host of the Agency Leadership podcast.

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Solutions Dual Continuous Mixer ET Oakes’ new mixer increases capacities of the largest mixer to 200%. Bakers can choose to run one product series or two products in parallel. The touch screen lets operators select recipes, auto density controls, line history machine diagnostics and operator card readers/ethernet. The mixer is CIP capable with pneumatically actuated drain valves, optional tubular frame, stainless steel conduit and watershed NEMA4X electrical enclosures. www.oakes.com

APRIL 2021 Q2

SUPPLIER SOLUTIONS

Target Seeder AMF Tromp delivers immediate savings, easy production line integration and a quick return on investments with its Target Seeder. With accurate application of toppings for a variety of bread products, the Target Seeder distributes less waste onto tray surfaces, increases topping ingredients savings by 50% and extends tray life with easier sanitation. www.amfbakery.com

Snot Block BakeMark is bringing to America Snot Block, Australia’s favorite sweet snack and pastry innovation. Made easily with Snot Block Crust Base and Snot Block Crème Filling Mix, this new pastry offers a delicious platform to customize new creations for growing sales all year. From vanilla, chocolate and raspberry to mango or pistachio, the possibilities are endless with Snot Block. www.bakemark.com

PosiDrive Spiral System Ashworth’s PosiDrive Spiral System provides proven product orientation using a unique drive design that engages the inside belt edge. The new design allows for heavier loads, eliminates jam-ups and helps streamline packaging. The system reduces downtime and improves efficiency while connecting with new and existing spiral applications. www.ashworth.com

Spinning Disc Applicator Wilevco has updated its Spinning Disc Applicator to better serve bakery producers. Changing the shape of the discs resulted in more even depositing of sauces and coatings that contain particulate. In addition, the new ownership team has quadrupled the number of test machines available to customers in order to further demonstrate that the system gets the results that producers need. www.wilevco.com

COMMERCIAL BAKING

SUPPLIER SOLUTIONS

Robotic Bowl Transport VMI’s robotic bowl transport system provides flexibility ranging from full automation, adjustable fermentation and proofing times, as well as sponge-and-dough processes for a variety of products. Run three products simultaneously and program up to 10 recipes within each cycle. Each phase can be modified during the process. Even cleaning the bowls during production is possible. www.vmimixing.com

Baker-Bots Apex Motion Control’s Baker-Bot has become a standard piece of equipment for wholesale bakeries looking to fill labor gaps and remove labor-intensive tasks prone to causing repetitive stress injuries. Perfect for decorating and writing, tray handling, pick and place, EOL palletizing, and integration into existing production lines. www.apexmotion.com

Rake Topper with Traveling Mask Axis Automation’s Rake Topper is engineered to separate and evenly distribute high moisture content products with precision and accuracy. It seamlessly receives product in bulk, separates and dispenses evenly to avoid clumping and breakage. When challenged with targeted distribution, it is combined with a traveling mask. The mask travels with the tray at the same speed product is being deposited. www.axisautomation.com

Laning System and InFlight FT Loader Benchmark Automation’s custom-built Laning System streamlines packaging using a Chicaning System that arranges products into a single lane and delivers them onto the inspection conveyor. There, a photoeye detects items exceeding the target width and rejects them via air blast. Qualified products then move to the InFlight FT Loader and automatically into a horizontal wrapper. www.benchmarkautomation.net

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BPA BoxFormer 300 BluePrint Automation built the BoxFormer 300 to erect various styles of trays. It can erect two case sizes at once and includes automatic changeover with no change parts. Fitting most plant configurations, the former includes a single or double magazine with a multidirectional outfeed and can be used as a stand-alone machine or integrated in a mono-block system. www.blueprintautomation.com

Bag Dump Dust Capture and Recycle Campbell Systems developed a dust capture system to stop ingredient dust from escaping bag dump stations. Available for new and existing bag dumps and assisted by a 1.5HP bin ventstyle dust collector. Turn it off upon completion, and the pulse jets fire to discharge the collected dust into the batch below. Accommodating for allergens and scaling station applications. www.campbellsystemsinc.com

There is no need to sacriﬁce quality for cost. L AUR A A ND RO N A LD R I J K A A R T

More than make-up lines, Rijkaart are experts with pie, laminating and bread lines, too.

doughtech.com 1-800-896-3706 sales@doughtech.com CRO I S S A N T S

D ONU T S

CI A B AT TA

PIE S

Rijkaart’s philosophy is to work toward the best solution for the best price, and it has been that way since 1963. We value customer feedback, ﬂexibility and integrity with all our customers. It’s these guiding principles that makes all of us at Dough Tech proud to partner with 99 Rijkaart.

Dough production experts oﬀering: Mixing, Dividing, Rounding, Intermediate Proofers, Bread Moulders, Make-Up Equipment and Silos COMMERCIAL BAKING

SUPPLIER SOLUTIONS

Robotic Solution Cavanna Packaging redesigned its G41 robot arm, making it more compact and providing it with intrinsic safety in the event of a power failure. The modular EFC (erects, fills and closes) integrated island can communicate with all other functional groups of the packaging line, thus allowing an important integration into Industry 4.0. www.cavanna.com

Wendelmixer Diosna Wendelmixers feature two counter-rotating, robust wendel kneading attachments for dough and masses inserted from above to achieve higher efficiency and reduce dough mixing time. This mixer ensures dough properties for better taste and efficiency. Diosna kneading tools are hand-made of stainless steel, and mixers are constructed and assembled in Osnarbuck, Germany. www.diosna.com

New Brush Cart Design The Henry Group specializes in the fabrication of custom or obsolete equipment parts and accessories. The company’s latest innovation is its newly designed brush cart to prevent brush damage during storage and allow for easy changeout and cleaning. www.thehenrygroup.com

Digital Humidity Sensor Patent Reading Thermal announced that the new Digital Humidity Sensor has been granted a US Patent. The proprietary new sensor with Anti-Saturation Technology allows for increased accuracy and ease of operation in baking and cooling environments. It prevents condensation from accumulating on the internal sensor and allows for fluid communication between the sensor chip as well as intake and exhaust air samples. www.readingthermal.com

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Bagel System Upgrades Formost Fuji’s Bagel System features highly efficient automation for bagging bagels. The unit deposits counted and stacked bagels into a bagger bucket infeed conveyor with specially designed paddles that move the product into the bags with a handlike motion. The infeed system has a metering conveyor, shaker table, laning conveyor grouper, drop chute and rotary indexer. www.formostfuji.com

VPLS Spraying System GOE-Amherst Stainless Steel Fabrication Fabrication introduced a spray system using the VPLS design with enhanced spray distribution and accuracy. Designed to meet the latest sanitation standards, the system features open access to all components while eliminating concealed zones. The unit sprays many types of liquids for coating various products. Designed with stainless-steel, Allen Bradley controls and automated assisted cleaning system. www.goe-asf.com

STOP wasting oil and start saving money with the Artezen dough dividers. Over 20 years ago Artezen invented the oil free divider and is now recognized across the globe as the industry standard. By using a combination of stainless steel and Techno plastic the need of dividing oil is eliminated.

HOW IT WORK S 1. The dough is placed into the hopper.

2. The dough is drawn from the hopper by vacuum.

3. A piston pushes the dough gently into the weight chamber set at the required volume. 4. The properly divided dough piece is deposited in the right position onto the belt.

Accuracy is important. Using a combination of vacuum and volumetric pressure to ensure consistent dough weight accuracy for speeds up to 3,000 pieces/hr. Schedule your demo today and put our claims to the test.

doughtech.com 1-800-896-3706 sales@doughtech.com

Dough production experts oﬀering: Mixing, Dividing, Rounding, Intermediate Proofers, Bread Moulders, Make-Up Equipment and Silos

SUPPLIER SOLUTIONS

TFS Thermoformers Harpak-ULMA’s TFS Thermoforming machines can create flexible or rigid packaging with easy-open and reclosable options. Suitable for MAP technology and with a variety of sizes and designs to meet space requirements as well as sanitization and hygienic standards. Machines can be equipped with Allen Bradley parts and controls by Rockwell Automation. www.harpak-ulma.com

Steel Bake Oven Belts IPCO steel belts offer a combination of properties ideal for baking applications. The heat transfer and thermal conductivity of a steel belt supports efficient baking and delivers a crisp base to baked products. Perforated steel belts are a flexible, universal solution for baking mesh and solid belt products on the same line. www.ipco.com

Artezen Dough Divider Dough Tech invented the Artezen oil-free dough divider more than 20 years ago by using a combination of stainless steel and Techno plastic to eliminate dividing oil. The combination of vacuum and volumetric pressure ensures consistent dough weight accuracy for speeds up to 3,000 pieces per hour. www.doughtech.com

Gasket for Screen Trays Great Western Manufacturing developed a one-piece gasket to equip its QA36 in-line screen trays for reduced risk of dislodged gasket strips. Constant pneumatic sieve compression creates an improved seal, extending gasket and sieve life. Stainless-steel contact surfaces, horizontal gyratory motion and stacked, interlocking sieve trays make the QA36 an optimal choice to emphasize quality control and sanitation. www.gwmfg.com

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MULTITWIST Fritsch Bakery’s MULTITWIST provides bakers with the advantage of high capacity, high stroke-rate for top-quality products with a minimum noise level. Modern technology combined with years of experience make this the ideal machine for twisted products. Up to 10 modules can be set up in parallel, but a single MULTITWIST can produce 2,000 pretzels per minute. www.fritsch-group.com

Vemag HP-R Series Reiser’s Vemag HP-R Series features Allen Bradley controls to provide the latest PLC technology and machine communication to bakers. A newly engineered product infeed system with the latest double-screw portioning technology allows the Vemag to handle and scale products gently and precisely for the highest-quality baking products. www.reiser.com

COBOTS, ROBOTS & AUTOMATION Robotic Packing . Smart Conveyors . Robotic Decorating . Tray Management Equipment automation built to help you with: Labor shortages. Repetitive stress injuries. Managing operational costs. Product consistency & throughput. Dull, dangerous and dirty tasks.

BAKER-BOT Versatile, userfriendly Cobot.

CAKE LAYERING SYSTEM Smart conveyor that stacks iced layers of cake. DECO-BOT Dual robotic decorating system.

ROBOTICS & AUTOMATION FOR FOOD & BAKERY

apexmotion.com | 1-778-298-8292 info@apexmotion.com

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ISSUE Q1 FEB 2021

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The following advertisers appear in this issue. We encourage readers to reach out to these companies through the listed website or email for further information. This index is provided as a service to readers and advertisers, but Commercial Baking does not assume any liability for errors or omissions. Please send any updates or corrections to info@avantfoodmedia.com.

American Bakers Association

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Bundy Baking Solutions

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PEPSICO’S LAURA MAXWELL

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ABI LTD

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Inaugural Issue

Burford Corp.

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CLIF BAR & COMPANY THE BIG REVEAL

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AMF Bakery Systems

12-13

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Sifting through the noise Print magazines Digital editions Website Newsletters Multimedia

Apex Motion Control

103

w w w.c apwayautomation .com sales@capwayusa .com

Ashworth 85

Cavanna Packaging

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w w w.c avanna .com sales@cavannagroup.com

CBF Bakery Systems

18-19

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BakeMark 108

Corbion 64-65

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BEMA 95

Diosna 89

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Bettendorf Stanford

Blueprint Automation

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Capway Automation

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Axis Automation

107

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w w w.bettendor fstanford .com jatkins@bettendor fstanford .com

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Cain Food Industries

Doran Scales

Dough Tech

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w w w.doughtech .com info@doughtech .com

Brolite 39

E.T. Oakes

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w w w.oakes .com info@oakes .com

104

w w w.doransc ales .com sales@doranscales .com

101

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Formost Fuji

Gemini Bakery Equipment

Fred D. Pfening Co.

Promach 10 w w w.benchmarkautomation .net benchmark . sales@promachbuilt.com

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Great Western Manufacturing

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GOE Amherst

Peerless Food Equipment w w w. peerlessfood .com sales@peerlessfood .com

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Reading Bakery Systems

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Handtmann 16

Reiser 63

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Harpak-Ulma 83

Repco 69

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Henry & Sons

Rijkaart (Dough Tech)

Schubert 71

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w w w. schuber t.group sales@schuber t- na .com

Intralox 5

Shick Esteve

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w w w. shickesteve .com info@shickesteve.com

IPCO 59

Spooner Vicars

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OUR INAUGURAL YEAR

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34-35

The Henry Group

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Unifiller 29

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Multivac/Fritsch 80

VMI 66

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National Honey Board

2021 MEDIA KIT

Hinds-Bock 25

Kwik Lok

Rewriting the World of Baking

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105

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THE LAST WORD F R O M R AY S M I T H - B Y R D

Authenticity in Equity

These days, every company has a racial equity pledge. And that’s good. Consumers want to support companies who stand for social and racial justice. But what does pledging racial equality really mean? Well, if the pledge isn’t authentic, it doesn’t mean much.

What does your manager representation look like? What about your rate of promotions year over year? What does your officer representation —VPs, directors, president — look like? What does your board of directors look like? Those answers not only get to who is at the table, but they also tell you who owns the table … and who has the power to bring others to it. And it may also reveal disproportionate gaps in the diversity pledges. The only way to create a more diverse, equitable future is to make a concerted effort to do the uncomfortable work. And that’s asking leaders to dismantle a system that has otherwise benefitted them.

Throughout history, systems of prejudice have been placed on marginalized communities. These can’t be ended by the ones inside the system, but the ones who have actually benefitted from it. Companies are run by people, and people make mistakes, especially when everyone is looking through a similar lens. Sure, more people of color are being welcomed into the room, but how many have a seat at the table? If all the decision makers have the same shared experience, you’re missing a whole other realm of the world. Diversity creates perspective; inequality breeds discontent.

But asking the right questions — the hard questions — and holding yourself and your leaders accountable for the answers is the key to creating a genuine plan for racial equity and real, lasting change. CB — Ray Smith-Byrd is an R&D cereal process engineer at General Mills and the president of the National Society of Black Engineers for the Twin Cities. His opinions are his own and do not necessarily reflect the policies of his company.

Take a sincere look at what’s happening within the walls of your company. Then, ask the hard questions. Do a headcount: African Americans make up 14% of the US population; is that represented in your company?

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Are you ready for the latest innovation? Let us introduce you to...

Traditional Vanilla

Dark Chocolate Raspberry

It’s what you’ve been waiting for!

Dulce de Leche Delight

The latest pastry innovation, delivered by BakeMark. Snot Block is Australia’s favorite pastry, now with a touch of America. We’ve made it our own to bring you the all-new Snot Block™ Crust Base and Snot Block™ Creme Filling Mix. Snot Block is easy to make and can be easily customized for delicious, new selling opportunities all year-round. Ask us about Snot Block Crust Base and Creme Filling Mix samples and recipes on how to get started. We’re here to help your bakery grow! www.bakemark.com

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