Branded Confectionery Gives Sweet Bakery the ‘Wow Factor’
Our research has revealed that branded confectionery plays a significant role in boosting the enjoyment of sweet bakery. See why this is the case and how it can help you here.
Research reveals branded confectionery gives sweet bakery the ‘wow factor’
Our new research has revealed that branded confectionery plays a significant role in boosting the enjoyment of sweet bakery.
With sweet bakery being the second biggest segment in the UK snack market, and ‘treating’ one of the top factors driving consumer decisions, these findings highlight how operators can satisfy consumers and boost turnover by offering sweet baked goods incorporating popular confectionery.
See how we've been enacting this below.
Expanding offerings by co-creating exciting branded treats
We have been providing branded dessert ingredients to foodservice for 15 years, helping operators create showstopping desserts and snacks – combining their craft with our confectionery. We’ve delivered successful collaborations with leading operators and retailers: muffins with Costa Coffee, doughnuts with Krispy Kreme, and McFlurries with McDonalds, to mention just a few. And earlier this year, we collaborated with premium bakers, Cherrytree Bakery, to create popular ROLO® muffins and KITKAT® bunny muffins for Costa.
Monitoring online conversations for branded treats
Our research monitored more than 41,000 mentions of muffins, cookies, doughnuts and brownies during May and June 2023. Tracking Nestlé’s top confectionery and other leading UK brands, we compared branded with unbranded mentions to learn that:
- Branded mentions were 11% more joyful.
- Branded mentions were 2% more positive.
These findings show the value of popular confectionery brands in boosting sweet bakery’s ‘wow factor’.
Launching ROLO®, AERO® and MATCHMAKERS® cookies
These findings coincide with the foodservice launch of a new cookie range we’ve co-created with Rich’s. One of the UK’s favourite sweet bakery formats, the delicious new cookies feature ROLO®, AERO® or MATCHMAKERS® and are responsibly sized to offer consumers a permissible indulgence. Ideal for convenience and foodservice operators, they’re available in bags of four in ‘ready to bake’ and ‘thaw and serve’ formats.
Explore fresh insights for businesses on Sweet Bakery
To celebrate the launch of the new cookie range, and to help operators make the most of the booming sweet bakery category, we’ve developed a new report: ‘Sweet Baked Goods: Evolving tastes and trends’. Packed with exclusive insight and market data on who is eating sweet bakery, what products and occasions are most popular, and where they’re consuming it, it’s available for download on the form below.
We hope this guide on the benefits of branded confectionary is helpful – it’s a great option to expand your offering to your customers and increase their sweet treat enjoyment. Next, see our guide on food waste management for further insights.
