Supermarket Perimeter - July 2022 - 22

Bakery
BY JOHN UNREIN
PETE THOMSON, senior director of sales and strategy for Sugar Bowl
Bakery, America's largest minority-owned bakery, shares a key strategy
for success in today's complex marketplace, commenting about the
future of freshly baked cookies and other fresh bakery products.
" We want to bring in the flavor of the season to customers, rather
than just the color of the season, " Thomson said.
A veteran of the food industry, Thomson exclaims that you must
be distinctive in your approach to every retail customer. After all, the
purpose of the category is to bring joy to the customers.
" The perimeter of the store is like a movie theater, " he said. " The
biggest challenge for bakery is for customers to pay for the experience.
Get out of the mindset that the best price is the lowest price. "
Notable food industry analysts agree.
" Having a moment of joy is vital to the success of the bakery, " said
Ann-Marie Roerink of 210 Analytics. " Cookie kits are a perfect example.
Hybrids are bigger in bakery. I am convinced there is still some
growth ahead. "
Jonna Parker of IRI exemplifies this point when she adds that in
today's marketplace, " the concept of time saved is big. This is what we
should do - but we've never trained the consumer to know that this is
what we have. "
Now that is changing.
Sugar Bowl Bakery recently announced its final stage of a branding
overhaul: new packaging. The new design is fresh and modern and
22 - JULY 2022
pays homage to Sugar Bowl
Bakery's joyful persona
via fun illustrations and
vibrant colors. The bakery,
known for its madeleines
and palmiers for over 35
years, unveiled a new
website last fall and its
newly revamped packaging
completes its design update.
" Sugar Bowl was founded
in the mid-1980s, and since
then, the founders - five
immigrant brothers from Vietnam -
have remained focused on their mission
of bringing consumers the most delicious
baked goods imaginable, " said Robyn Defina, vice president of sales
and marketing, Sugar Bowl Bakery. " While the brand's core values have
remained, it was time to give this beloved brand a fresh new look. The
packaging now embodies all that we strive to be - a fun, creative and
inspired baked goods company that pays attention to every detail -
and every bite. "
The new packaging will begin rolling out to stores nationwide this
month and can already be spotted on shelves in select Costco stores.
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Supermarket Perimeter - July 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - July 2022

Supermarket Perimeter - July 2022 - Intro
Supermarket Perimeter - July 2022 - 1
Supermarket Perimeter - July 2022 - 2
Supermarket Perimeter - July 2022 - 3
Supermarket Perimeter - July 2022 - 4
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https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
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