Instore - July 2018 - 50

merchandising

ON DISPLAY

Dessert Cakes

Flavor
explosion

F

lavor variety, single-serving and branding are a few of the many
trends enlivening the dessert cake category, which continues to
thrive in instore bakeries.

Brill, a division of Sandy Springs, Georgia-based CSM Bakery Solutions
Co., offers a full lineup of branded and unbranded dessert cakes for
retail instore bakeries, says Mike Docherty, Brill's vice president of
marketing for North America. Dessert cakes play an integral role in
Brill's instore strategy, he says. "As the third-largest category within
fresh bakery, dessert cakes continue to be one of the most important
categories and are a consistent volume driver for the category."

50 * JULY 2018 * instore

"Adding them to a retailer's cake offering is a great way to drive impulse
purchases and incremental sales," he says. Brill's Hershey and Reese's
mousse and bar cakes in particular are performing well, with mousse
cakes experiencing double-digit growth.
Brill is constantly on the lookout for new and interesting dessert cake
flavors, Docherty says. Chocolate Peanut Butter, Vanilla Raspberry and
Brownie Batter are some of the more recent additions to the company's
product roster. "While still a small portion of the market, these flavors
are seeing double- and triple-digit growth," he says. "Our Brill flavors
and fusions buttercrémes, as well as our extensive fillings line, allow
retailers to create these unique profiles."

BRILL, ELI'S

Brill's dessert cakes are designed so that a message or decoration can
be added to the center, Docherty says. Branded product includes cakes
created through Brill's partnerships with Hershey's, Reese's and Oreo.

Having a strong brand helps catch consumers' attention and draws
them into the instore bakery, Docherty says.



Table of Contents for the Digital Edition of Instore - July 2018

Instore - July 2018
Editor's Note - Jack be nimble
CONTENTS
News - NEED TO KNOW
Spotlight - BY THE NUMBERS: Specialty cheese
Specialty Insights - CONSIDER: Marketing to kids
Cover story - Reasor's rolls with the changes
Feature - Foodservice, meet retail
Commissary Insider
INSIGHT INSIDER - Walker’s Fresh Foods
CATEGORY SPOTLIGHT - Pizza ingredients
R&D - New trends in blueberries
EQUIPMENT - Slicers
EQUIPMENT - Getting by with less space
Merchandising - ON DISPLAY: Dessert cakes
Equipment & Packaging - LATEST INNOVATION: Mixers
Product Trends - FIRST TO MARKET
Product Showcase
Instore - July 2018 - Instore - July 2018
Instore - July 2018 - Instore - July 2018
Instore - July 2018 - 2
Instore - July 2018 - Editor's Note - Jack be nimble
Instore - July 2018 - 4
Instore - July 2018 - 5
Instore - July 2018 - CONTENTS
Instore - July 2018 - 7
Instore - July 2018 - News - NEED TO KNOW
Instore - July 2018 - 9
Instore - July 2018 - Spotlight - BY THE NUMBERS: Specialty cheese
Instore - July 2018 - 11
Instore - July 2018 - Specialty Insights - CONSIDER: Marketing to kids
Instore - July 2018 - 13
Instore - July 2018 - 14
Instore - July 2018 - 15
Instore - July 2018 - Cover story - Reasor's rolls with the changes
Instore - July 2018 - 17
Instore - July 2018 - 18
Instore - July 2018 - 19
Instore - July 2018 - 20
Instore - July 2018 - 21
Instore - July 2018 - Feature - Foodservice, meet retail
Instore - July 2018 - 23
Instore - July 2018 - 24
Instore - July 2018 - 25
Instore - July 2018 - 26
Instore - July 2018 - 27
Instore - July 2018 - 28
Instore - July 2018 - INSIGHT INSIDER - Walker’s Fresh Foods
Instore - July 2018 - 30
Instore - July 2018 - 31
Instore - July 2018 - 32
Instore - July 2018 - 33
Instore - July 2018 - 34
Instore - July 2018 - 35
Instore - July 2018 - CATEGORY SPOTLIGHT - Pizza ingredients
Instore - July 2018 - 37
Instore - July 2018 - 38
Instore - July 2018 - 39
Instore - July 2018 - R&D - New trends in blueberries
Instore - July 2018 - 41
Instore - July 2018 - EQUIPMENT - Slicers
Instore - July 2018 - 43
Instore - July 2018 - 44
Instore - July 2018 - 45
Instore - July 2018 - EQUIPMENT - Getting by with less space
Instore - July 2018 - 47
Instore - July 2018 - 48
Instore - July 2018 - 49
Instore - July 2018 - Merchandising - ON DISPLAY: Dessert cakes
Instore - July 2018 - 51
Instore - July 2018 - 52
Instore - July 2018 - 53
Instore - July 2018 - Equipment & Packaging - LATEST INNOVATION: Mixers
Instore - July 2018 - 55
Instore - July 2018 - Product Trends - FIRST TO MARKET
Instore - July 2018 - Product Showcase
Instore - July 2018 - 58
Instore - July 2018 - 59
Instore - July 2018 - 60
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