Baking & Snack - November 2005 - 34

MARKET UPDATE

BY JESSI WITHROW
he wellness trend has certainly affected the frozen
sweet goods category, but
instead of prompting category sales declines, it has made
room for new opportunities for
healthier indulgent products. Some
companies now offer better-for-you
or reformulated products, and new
trends such as single-serve packaging also fit into a not-so-healthy
sector during a time when the overall media and consumer emphasis
seems to be on health.

T

SWEET TOOTH. Research referenced by Judy Karner, vicepresident, marketing, Pennant
Foods, Schaumburg, IL, shows
overall growth in the muffin and

The frozen sweet
goods category,
which offers
indulgence and
convenience,
plays a significant
enough role in
consumers' diets
that it thrives
despite increased
health awareness.
cookies categories. "Coming off the
prior year of downturn caused by
consumers shying away from carbs,
we are feeling pretty good about the
category being turned around," she
said. Comparing the frozen sweet
goods category to artisan breads,
she noted that the artisan category
is thriving because people are looking for quality products. Likewise,
consumers want to indulge a little
and treat themselves by both eating higher quality bread and by still

PENNANT FOODS

how sweet
it is

consuming sweet treats. "It's a relatively inexpensive way to indulge
yourself as long as you can keep it
in balance," she said.
According to Bob Trombino, senior director of marketing and category leadership, The Schwan Food
Co., Inc, Suwanee, GA, frozen pies,
the largest segment in the category, is
seeing increased sales. "The growth
in pies is being driven by cream and
meringue whole pies as well as by individually sliced, portion-controlled
products," he said.
Debbie Marchok, vice-president,
marketing, Eli's Cheesecake Co.,
Chicago IL, said that while the trans
fat issue is important, it's not really affecting cheesecake sales. "I see
this being more of an issue in other

November 2005 / BAKING & SNACK / 37



Baking & Snack - November 2005

Table of Contents for the Digital Edition of Baking & Snack - November 2005

Contents
Baking & Snack - November 2005 - 1
Baking & Snack - November 2005 - 2
Baking & Snack - November 2005 - 3
Baking & Snack - November 2005 - Contents
Baking & Snack - November 2005 - 5
Baking & Snack - November 2005 - 6
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