Instore - July 2018 - 52

merchandising

Variety cakes,
watercolor cakes, mashups
Consumers continue to look for ways to make entertaining easy, and
they also want variety for their guests, she says, and Rich is eager to
fill the need. "We recently launched a variety cake which features
four flavors in one cake. It's been a top performer, namely because it
delivers what consumers are looking for - variety, taste and it's easy to
serve," Corigliano says.
On the more traditional side, dessert cakes made with cream cheese
have seen a surge in recent years, Docherty says. "It's vanilla with an
extra tang and we're seeing more and more requests for it."
When it comes to decorating, watercolor cakes, mashups and what
Docherty refers to as "refreshed" floral designs are among the trends
Brill is tracking. One example of the latter is the use of buttercreme
bouquets, which Docherty says is the perfect way to update traditional rose decorations. And they don't necessarily have to go on top
of the cake, he says. Some are showing up on cake sides.
Watercolor cakes, meanwhile, are a great way to add color, are a
perfect fit for buttercreme and -last but certainly not least -are "a
current Pinterest favorite," Docherty says. Popular mashups include
donut cakes and unique flavor combinations, like a red velvet cake
topped with Oreo Cookies and Cream icing.

Popular offerings from Rich Products, Brill and other dessert cake suppliers
rely on a mix of bold, new flavors and updated versions of old favorites.

than the competition: chef-created, hand-decorated desserts," she says.
"Our unique, Chicago-style cheesecakes are richer and creamier than
their New York counterparts and baked on a housemade shortbread
cookie crust. Each cheesecake is baked twice - once for the cookie
crust and again for the cheesecake."

In addition, Eli's custom dome and eye-appealing graphics on both the
top and side panels allow for flexible merchandising instore product,
she says.
52 * JULY 2018 * instore

To help its customers meet these needs, Brill has expanded its
Simplicious line, which features products made without HFCS, artificial flavors or sweeteners or artificially derived color. Simplicious
cake layers, icings and fillings are now all available, Docherty says.
"Retailers now have a single supplier solution to developing clean
label cake programs," he says.
Another trend Rich is tracking closely, Corigliano says, is increased
demand for new seasonal flavors -black forest and pumpkin, to
name two. "We're innovating with that in mind," she says.
In the end, it comes down to finding the right balance of old and new
and listening to your customers, Corigliano says. "It's really a mix of
continuing to provide those classic, top performing staple flavors
and also delivering on new trends - and working hard to understand
what our customers are looking for."

RICH PRODUCTS, BRILL

Eli's "takes great pride and care" in selecting the highest quality ingredients, Marchok says -cultured cream cheese and cultured sour cream
made to its specifications, Madagascar bourbon vanilla from NielsenMassey and grade AA butter in its cheesecakes.

One trend that influences all of Brill's product lines, not just dessert
cakes, is people's increasing concern for what they put in their
bodies, Docherty says. "Over three-fourths of consumers indicate
that a simple ingredient statement is important, while over half of
consumers choose products with fewer processed ingredients."

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