instore - October 2017 - com - 2

Insight Insider

for vegan options at the c-store level, also
led Wakefield to create a Gluten Free Vegan Veggie Patty sandwich.
New products for millennials, Hispanics and the health-conscious aren't the
only changes in Wakefield's product offerings since the rebrand, Batt says. Also
on tap is a Southern Chicken Biscuit,
which should have more of a regional appeal, he says. "We anticipate that it will
be popular in the Midwest and become
a staple for our customers in Alabama,
Georgia and Tennessee."
Batts says the rebrand was designed
to separate the Wakefield line from its
competition. Based on the increase in
sales across all categories - fresh, frozen and parfaits - he believes it was a
success. More broadly speaking, there
are three things, Batt says, that differentiate Wakefield from other convenience
store suppliers.
"It begins with the quality of ingredients,
the distinction of being fresh and never
frozen in our fresh wedge sandwich
product, and extends to the image of the
easily identifiable packaging," he says.

WAKEFIELD EXPECTS STRONG GROWTH IN ITS MORNING DAYPART C-STORE SALES.
PHOTO: WAKEFIELD SANDWICH

a pudding version made with chocolate
and vanilla pudding topped with cookie
crumbs, offering a more mainstream appeal," Batt says.
Other new items since the rebrand reflect
the needs of different groups of consumers. "The new Chorizo & Egg Corn Biscuit has very strong appeal with both the
millennial shoppers and with Hispanic
customers," Batt says. "The new corn biscuit adds an element of Mexican flavor

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2 * OCTOBER 2017

authenticity, and a slight sweetness balances with the spice of the chorizo patty."
Also popular with millennials, Batt says, is
Wakefield's Vegetarian Egg White Frittata
on Whole Wheat Flatbread, Batts says.
The item is also a hit with those looking
for fewer calories, less fat and sodium
and a lower carb count. "Additionally," he
says, "it has a higher protein value and is
easy to eat on-the-go." The product's success, Batt says, combined with requests

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commissary INSIDER

Breathing new life into the Wakefield
brand was a good investment, given the
growing demand the company sees for
c-store prepared food products. "Consumers are more frequently looking to cstores for snacking, as well as prepared
snacks and meals that they can purchase
quickly and eat on the go," Batt says.
"Even in locations where retailers have
made-to-order food, prepared foods are
needed as options for times when their
kitchens are closed."
And despite the success of the new
products, Wakefield still relies on its
old standbys and expects to see continued strong demand for them, Batt says.
Popularity varies by region, but the
company's Chicken Salad Wedge, Italian
Subs and Sausage, Egg and Cheese Biscuit continue to be the top performers

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