Supermarket Perimeter - July 2021 - 20

Bakery: Donut merchandising
Other trends
Looking forward, Vandemoortele envisions further shifts in consumer
buying habits.
" The market changed when you could no longer pick out your
own donut from the bakery case, " said Lewis Muldrow, vice president,
foodservice, US. " When we had to put them in a prepackaged clamshell,
the cost wasn't as valuable for the customer. We're now seeing interest
for single donuts return, for instance at coffee shops offering our mini
donuts as a single item add-on at check out. "
Because of needing items pre-packaged, customers are often looking
for a shelf life of up to 30 days.
" But with our high-quality ingredients and few additives, our
donut's shelf life in a clamshell is up to three days. That makes ours
an ideal dessert item for restaurants as well, " Muldrow said. " People
are becoming more enthralled with limited-time offering flavors, such
as for specific seasons. We're already working on themed donuts our
customers will sell during the winter holidays. "
Freshness factor
Baker Boy encourages a two-day thawed shelf life on The Donut Hole
Individually Wrapped Donut line to help maintain the high-quality
freshness associated with the brand.
" These are the same high-quality foodservice donuts you'd expect to
find in any donut shop, " Monke said. " They aren't donuts designed to sit
on an end cap for three weeks. They have a wonderful fresh taste. But
best of all they're simple, sealed for safety, require minimal labor, and
lead to little product waste. "
As the COVID-19 pandemic has shined a light on the importance of
food safety, foodservice operators are under more scrutiny than ever to
provide fresh products in safe, user-friendly packaging. Many stores are
now required to serve fresh bakery products either wrapped or in prepackaged
containers. This has led to unappealing bakery case displays
and additional work for employees.
The Donut Hole Individually Wrapped Donuts offer operators a
solution to this potentially lasting trend. The branded packaging also
includes retail-ready essentials such as Nutrition Facts, ingredient
information and scannable UPCs for each donut.
The donuts are ideally suited for multiple foodservice segments, most
notably convenience stores, schools, healthcare, hotels, colleges and
universities, catering, coffee shops, military foodservice, micro-markets
and frictionless markets.
In September 2020, Baker Boy launched a pilot product line of
individually wrapped donuts in unbranded packaging to test sales
performance. The category quickly became one of the most successful
product launches in the company's 66-year history, selling over 1 million
donuts within the first six months.
The success of those products in multiple foodservice segments led
the company to move forward with adding branding, and FDA required
information to move into retail channels.
" We heard the demand of many operators who loved the donuts but
wanted a branded product with flavor call-outs and scannable UPCs, "
Monke said.
Baker Boy makes more than 300 premium bakery products for
foodservice, bakery, C-store and private label customers.
20 - JULY 2021
supermarketperimeter.com
National Donut Day
In 1938, the first-ever National Donut Day was
celebrated in Chicago, and the history of The
Salvation Army's Donut Lassies was officially
immortalized. The Donut Lassies were sent to
France in 1917 where they established field bases
near the front lines. These huts served as locations
where soldiers could stock up on essential goods
and snag a treat or two provided by the lassies.
When it became apparent that baking was going
to be difficult to continue during war time, two
volunteers - Ensign Margaret Sheldon and Adjutant
Helen Purviance - began frying donuts in soldiers'
helmets. Their work brought a light of hope and
happiness to the battlefield - a much-needed boost
for soldiers who had been there for ages.
The " Donut Lassies " are now often credited with
popularizing the donut in the United States when
the troops (commonly known as " doughboys " ) came
back from fighting in Europe. Over a hundred years
later, The Salvation Army is still serving on the front
lines, now through a wide range of social services for
the most vulnerable Americans.
To honor their work and to spread awareness of
the good work The Salvation Army does every day,
they activated during June in locations across the
country.
Austin, Texas: Partnered with H-E-B grocery
stores to deliver donuts to first responders, frontline
workers, and others in need of a sweet surprise.
Eastern Pennsylvania and Delaware: GIANT
and Martin's grocery stores gave 50 cents to The
Salvation Army for every dozen donuts sold on
National Donut Day.
Chicago: Partnered with Clyde's Donuts, to not
only celebrate front-line workers with their delicious
treats, but also celebrate the bakery's 100th
anniversary.
THE SALVATION ARMY
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Supermarket Perimeter - July 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - July 2021

Supermarket Perimeter - July 2021 - Intro
Supermarket Perimeter - July 2021 - 1
Supermarket Perimeter - July 2021 - 2
Supermarket Perimeter - July 2021 - 3
Supermarket Perimeter - July 2021 - 4
Supermarket Perimeter - July 2021 - 5
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