Instore - August 2018 - 34
are becoming less prevalent, Seaman says.
Instead, companies like Barry Callebaut are
seeing an increase in combinations of buttercream with rolled fondant decorations
and poured ganache drips.
In addition to color, Lawrence is seeing a lot
of interest in new and better flavors, Appling
says. "Not only in our flavored icing line, but
also with our classic vanilla and chocolate
buttercrèmes. There are regional preferences, and we strive to suit our customers - and
As part of its ongoing commitment to customer collaboration, Dawn regularly refreshes its consumer trends report and partners with customers to help them meet their
consumers' evolving demands.
To that end, last year Dawn unveiled its latest milestone: a state-of-the-art Innovation
Studio in Jackson, Michigan, the company's
home town. "The Dawn Innovation Studio
is a place to inspire creativity, encourage
innovation and strengthen collaboration,"
Taylor says. "As customers continue using
our PHO-free products or expand their offerings to include more Dawn products, we
encourage customers to use the space and
work closely with our team to ensure our
customers always bring the best products
to consumers and help drive their business
At the moment, Dawn isn't tracking too
many form-specific icing trends, Taylor says.
In fact, the company projects that most of
the major types of icings will continue on
their current trend paths.
Overall, Taylor says, all icing types are shifting a bit in response to some of the major
trends the company has seen throughout all
bakery categories, with an increase in icings
across-the-board that have the following elements:
Increasing relevance of perceived "natural" elements, e.g. cleaner label, more
muted color palettes, real botanical or
* Continued relevance of luxury/special
elements, e.g. sophisticated flavors like
alcohol, component ingredients with
interesting/special provenance, global
Fun elements, e.g. nostalgic, artsy, creative or mash-up elements; and
* Light and airy options
"Today, consumers want products made
with real ingredients that also taste great,"
Taylor says. "In response, bakers want to
create the cakes, brownies, donuts and
other signature treats their customers love
while also maintaining the quality and consistency their business is known for."
In response, in October Dawn will launch
several new clean label icing and buttercreme products, including buttercreme style
icing (chocolate, white, cream cheese) and
donut icings (white and chocolate).
The United States Food and Drug Administration's partially hydrogenated oil (PHO)
ban, which went into effect in June, was never an obstacle for Barry Callebaut's Mona
Lisa rolled fondant, Seaman says.
"Over the top" is in when it comes to cakes.
Photo: Barry Callebaut
34 * AUGUST 2018 * commissary INSIDER
"When our team first began developing the
formulation of the product, we consciously
chose to avoid partially hydrogenated fats
and artificial ingredients," he says. "These
Increasing relevance of
perceived "natural" elements,
e.g. cleaner label, more muted
color palettes, real botanical or
Continued relevance of
luxury/special elements, e.g.
sophisticated ﬂavors like alcohol,
component ingredients with
global ﬂavor inﬂuences;
Fun elements, e.g. nostalgic,
artsy, creative or mash-up
Light and airy options
choices allowed us to launch a clean product with a very short ingredient list. Decorators and their customers can be assured that
the icing they are eating is 100 percent GRAS
(generally recognized as safe)."
Dawn began the process of removing PHOs
from its products more than four years ago,
Taylor says. More than 900 products had to
be reformulated. "Throughout the PHO removal process, functionality was the most
important attribute we examined when
choosing PHO alternatives," Taylor says.
"We were committed to finding substitutes
that were as close to the original product as
possible for our customers and didn't interrupt their normal baking processes."
Although Dawn has eliminated all PHO from
its offerings, Taylor says, the company is
still working with its suppliers on new ingredient options for improved functionality, performance, flavor and cost. "Without
their full support and diligence, this entire
process would have taken much longer."
Lawrence Foods is also adapting to the new
PHO-free world, Appling says. "We've developed some very solid product reformulations. But since this is an area of rapid industry evolution, we will keep our development
team engaged in reviewing new product offerings as we continue to move forward."