Supermarket Perimeter - October 2020 - 18

Bakery

D

Ready-to-sell

NUTS

Convenience rules during
this challenging time
BY JOHN UNREIN

"With The Donut Hole line, we try to offer something for everyone,"
Monke said. "We have iced and glazed donuts, yeast-raised and cake
donuts, and everything from old favorites to new innovations such as
the Glazed Apple Filled Fritter."
The COVID-19 pandemic seems to have influenced the way donuts
are packaged and merchandised more than the types of donuts
that stores are selling. "We all know supermarket bakery case sales
dropped severely at the onset of COVID-19. But sales appear to be
steadily rebounding, and the donuts being offered at store level appear
unchanged from the pre-COVID days," he said.
The marketing slogan for The Donut Hole thaw-and-serve line has
been "No Preparation. No Worries." These donuts provide exactly that:
a solution for operators who want to be in the donut business but lack
either the labor or the preparation capabilities at the store level.
Originally marketed as a solution for convenience stores, Baker
Boy has seen this line be embraced by independent grocery chains,
especially during the COVID-19 pandemic as stores looked for
touchpoint-free options for bakery cases and bakery tabletop displays.
The donuts arrive in easy-to-manage 30-count cases. Each case has
five six-count trays with available branding and nutritional information.

While we are going through a
strange period of time where some
consumers want normalcy and others
demand items be free from any human
contact, we are doing our best to offer
both options to our customers."
Dustin Monke, Baker Boy
18 - OCTOBER 2020

SP_Oct20.indb 18

BAKER BOY, DAWN

THE IDEA FOR INDIVIDUALLY WRAPPED DONUTS came about
thanks to the Baker Boy team doing some good old-fashioned customer
outreach. At the outset of the COVID-19 pandemic, Baker Boy began
asking its many distributor partners and longtime K-12 school and
healthcare customers what they saw as an immediate need in the face
of the pandemic. The overwhelming majority of those said they needed
more touchpoint-free foodservice solutions.
In response to this market demand, Baker Boy launched a line of
seven individually wrapped donuts in September.
"We have seen immediate success with the school, healthcare and
convenience store markets, as well as with independent grocers who
lack the labor or facilities to decorate donuts for bakery cases," said
Dustin Monke, marketing manager for Dickinson, N.D.-based Baker Boy.
In addition, Baker Boy launched The Donut Hole thaw-and-serve fully
finished donut line in October 2019. It quickly became one of their hottest
new product launches ever. Baker Boy now offers 15 fully finished donuts,
including three flavors of its award-winning Magic Ring Filled Donuts,
which are iced and sprinkled ring donuts with filling in every bite.
The individually wrapped donuts also fall under The Donut
Hole brand.

supermarketperimeter.com

9/25/2020 9:13:59 AM


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Supermarket Perimeter - October 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - October 2020

Supermarket Perimeter - October 2020 - 1
Supermarket Perimeter - October 2020 - 1
Supermarket Perimeter - October 2020 - 2
Supermarket Perimeter - October 2020 - 3
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