Supermarket Perimeter - July 2020 - 23

Food with a story
Consumers increasingly want to know more
about what they are eating, making trust an
important factor. Market research firms Innova
and Gfk share that consumers are in search
of ingredients and foods that offer authentic,
interesting stories.
Fifty-six percent of global consumers cited
a brand's story as influencing a purchase
decision. 70% of global consumers prefer to
buy food or beverages when they know where
it was grown or produced, according to 2020
data from HealthFocus International.

grocery chain has been the sole distributor
of Laura's Cookies. Deemed the "ultimate
comfort cookie," the decorated cut-out cookie
with almond-flavored frosting has become a
destination product for DLM, a chain wellknown for its promotion of local products.
By evoking the nostalgia of Laura's own
holiday tradition of cookie baking in its ISBs,
DLM customers now have a delicious and
reliable way to celebrate their own major
life events like baby showers, weddings and
graduations with a cookie that creates "a
happy memory in every bite."

Growing personalization
Manufacturers who look to delineate
audiences and further refine offerings have
their work cut out for them as personalization
becomes increasingly defined. These days,
what's considered healthy or worthy of
an indulgent splurge is in the eyes of the
individual beholder.
Glanbia Nutritionals, Twin Falls, Idaho, is
breaking down traditional demographics
into micro-generations of Leading and Neo
Boomers, Gen Xs and Gen Xenos, Pro, Mid
and Nouveau Millennials, Z Tribe and Z Alpha.
Its research details how micro-generations
possess distinct differences regarding how
they look at lifestyle choices, sustainability
and the use of the senses when it comes to
experiences, social media, evoking emotion,
textures and flavors.

Telling and creating stories
Appealing to the senses while using real,
premium ingredients should also include
highlighting the partnerships among the
bakery and local artisans, suppliers and
growers, according to Eric Richard, industry
relations coordinator, IDDBA, Madison, Wis.
"Storytelling is especially important when it
comes to food. Cookies are no different than
bread or cheese," Richard said. "People want to
know how it was made. Whether that includes
working with a local or regional producer
or using local ingredients, localism and
transparency can help a cookie manufacturer
or ISB tell this story."
A May blog about Laura's Cookies published
on the Dorothy Lane Market (DLM) website
demonstrates the power of a local product to
deliver smiles and positive word of mouth. Over
the last twenty years, the Dayton, Ohio-based

COOKIE SALES
during the pandemic saw
record sales ranging from

+31.5%
(3/8-3/19) to +8.8% (5/25)
Source: June 2 IDDBA COVID-19 Impact webinar

Companies such as Barry Callebaut, whose
US headquarters are in Chicago, have created
ethical sourcing standards and sustainability
reporting around their chocolate products.
Following the guidelines of the Global
Reporting Initiative GRI G3, the company is
looking to create sustainability by helping
cocoa farmers prosper, eradicating child labor,
becoming carbon and forest positive and
offering 100% sustainable ingredients in its
products by 2025.
Cargill is also looking for new ways to
enable its brands to tell compelling stories
through sustainable, traceable and transparent
supply chains. This includes the creation of
the company's Sustainable Cookie Concept.
The product is made with responsibly sourced
cocoa, pea protein, palm oil, stevia and spring
wheat. Other better-for-you ingredients in high
rotation are value-added nuts, fruit, seeds,
spices and chocolate.
"Manufacturers who can appeal to the
senses while offering attributes that grant
permission to indulge will win and cookies
are a prime application for this approach," said
Gretchen Hadden, marketing communications
manager, Cargill Cocoa & Chocolate North
America.

Creative self-expression
Sustainability and traceability
The related story of authenticity, such as
knowing there is a Laura behind Laura's
Cookies, includes knowing who is growing,
supplying and selling the ingredients. Through
social media, television and movies, these
newsworthy stories are becoming top of mind
as they remind consumers of the far-reaching
impacts of the growing and cultivation of food.
As a result, more companies are working with
their suppliers to create responsibly sourced
products including cocoa, palm oil, bananas
and sugar.

supermarketperimeter.com

Cookies, particularly sugar and shortbread
versions, lend themselves as the perfect
medium for self-expression. While the triedand-true frosted version remains a crowd
pleaser, the neutral base is also the perfect
starting point for innovation. This might
include new flavor pairings such matcha,
caramel, espresso or spices.
"Growing consumer awareness of
ingredients such turmeric, cinnamon and
ginger provide more exotic and nuanced flavor
profiles that make the extra calories worth
it for a special occasion," said Pam Stauffer,

JULY 2020 - 23


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Supermarket Perimeter - July 2020

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https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
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https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
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https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
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https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
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