Rolling out a healthy dose of new products

Aug 20, 2020, 13:46 PM by Dan Malovany

muffins and clean label
Bakers are bolstering their positions in the better-for-you sweet goods market. Take Just Desserts, which just launched a line of vegan cupcakes. The San Francisco-based company also offers branded baked goods that are free of many major allergens.

“We recently became vegan-certified, further validating our program for the most discerning vegan consumer,” noted Michael Mendes, chief executive officer, Just Desserts. “In addition to being peanut-and tree nut-free, we are now eliminating soy from our bakery and have introduced oatmilk as a cream dairy alternative, and that change has already taken place for our vegan line of products.”

Phil DeWester, senior director of category marketing at Dawn Foods, noted that it recently rolled a vegan muffin mix as a part of the Jackson, Mich.-based company’s Balance line of better-for-you muffins. 

Overall, globally inspired flavors are influencing new product innovation.

“This is part of an ongoing trend where buyers have increased focus on having unique items,” observed Tim Lotesto, senior director, national retail key accounts for Alpha Baking, Chicago. “This and an increasingly adventurous American palate lead manufacturers to develop flavors that borrow from other cultures and explore off-the-wall flavor combinations. Though there’s no danger of these items replacing more traditional flavors at this point, these can mean nice seasonal business. In the long term, some of these currently ‘out there’ flavors could become new standards.”

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