instore - March 2018 - 12

merchandising

ON DISPLAY

Branded baked goods

Brands matter to consumers. Many shoppers build relationships with
the brands and labels they have been grabbing off center-store shelves
for years.
"We know from consumer packaged goods that brands matter to
consumers, and come with enormous emotional connection," says
Sebastian Siethoff, senior vice president of corporate strategy for
Brill, a CSM Bakery Solution company. "Consumers buy on impulse
for different consumption occasions and that moment of recognition
of a licensed product, with its recognizable brand, is a trigger for just
such purchases."

company - including Brill - services more than 45,000 customers in
100-plus countries.
Since joining the licensing game in the United States, Brill has seen
double digit growth.
"Our experience is that branded bakery products will drive incremental sales and help to grow the category by expanding category
appeal," Siethoff says. "We have seen branded fresh bakery items sell
twice as fast as non-branded items and at a premium price."
Those well-known brand names provide consumers with a desirable
dose of familiarity in products where they might not be expecting it.

"We have seen branded fresh bakery
items sell twice as fast as non-branded
items and at a premium price."
Sebastian Siethoff, Brill

That's what helps make branded baked goods such an integral part of
an instore bakery program. And some data suggests that consumers
have an even stronger tie to brands when it comes to desserts and
other indulgent items.

"Bringing confectionary or indulgent brands like Hershey and
Cinnabon to fresh bakeries can give consumers more access and
opportunities to experience brands they know and love, with a twist of
something new," says Siethoff.
One example Siethoff points out is a Cinnabon-branded muffin, which
brings the popular decadence of Cinnabon's classic roll cream cheese
icing to a moist Makara cinnamon muffin. Those well-known brand
names can draw consumers into the bakery department, where they
are willing to pay for them and, perhaps, other items.

A Datassential study says 78 percent of consumers think desserts are
more craveable with branded inclusions, like M&M's.

A Datassential study, done in conjunction with MARS Foodservice in
2016, found that 80 percent of consumers say branded candies make
for better-tasting desserts. That same study from a year earlier found
that nearly 80 percent of consumers agree that branded inclusions
make for more craveable desserts. MARS also says that its research
has found that half of all consumers will pay more for MARS brands
inclusions in desserts.
Numbers like that might not be that surprising when you
consider the well-known names represented by companies
like MARS and Brill. MARS, of course, can offer inclusions
from the likes of M&M's, Snickers, Twix, Dove, Milky Way and
more. Brill's licensed products include popular names like
Hershey's, Reese's, Nutella, Oreo, Ghiradelli, Welch's, Cadbury
and more.

12 * MARCH 2018 * instore

MARS FOODSERVICES

Brill - which was rebranded in North America by CSM in
February - began its licensing journey in the U.S. just over three
years ago after establishing itself as a global leader in licensing with
well-developed programs across several European markets. CSM is a
global provider of bakery ingredients, products and services for retail
and foodservice markets as well as artisan and industrial bakeries. The

Table of Contents for the Digital Edition of instore - March 2018