![]() ![]() But recently, after a year’s worth of secret committee meetings and even more secret ballot voting, Kellogg’s of Battle Creek, Michigan has taken to heart the suggestions of hundreds of thousands of people. Generally sweet and considered breakfast for kids on the way to the bus stop or other activities, Kellogg’s Pop Tarts are simple toaster pastries filled with everything from fruit flavors to cookies and cream. Known primarily for it’s cereal geared toward children and it’s granola bars marketed to more mature audiences, the hundred year-old company has finally decided to add a little bit of spice to its Pop Tarts market. Pop-Tarts is currently the largest brand in the US packaged pastries market, followed by Grupo Bimbo-owned Entenmann’s and Little Debbie produced by McKee Foods, according to Euromonitor.It’s amazing the lengths Kellogg’s will go to cater to the tastes of every individual in its target demographics. “Many of these consumers have recently tossed their concerns to the side when shopping in baked goods department of US retail outlets, particularly when eyeing up indulgence products,” it said.Įuromonitor added this rising demand also reflects “a growing penchant for nostalgic purchases by aging millennials, many of whom are purchasing these products that they remember fondly from their early years for their own children to experience.” Hostess recently adjusted the ingredients of its mini muffins, making them peanut-free with fruit and chocolate and no artificial colors, trans fat or high fructose corn syrup.Īdditionally, “Americans have increasingly waged what many in the food industry have referred to as war on sugar, strongly eschewing sweet products and limiting their sugar intake in an effort to avoid the health pitfalls, such as diabetes.” Pastries defy health trendĭespite this, Euromonitor forecasts the packaged pastries category will continue to grow, reaching $5.65bn in total value by 2022. The concern over artificial ingredients has also pressured some of the more mainstream baked goods manufacturers, such as Pop-Tarts’ competitor Hostess, to launch healthier alternatives. This flies in the face of the current trend, which is seeing US consumers moving away from highly-processed products containing artificial ingredients and flavorsin favor of food perceived to be more natural due to shorter ingredients lists and less reliance on preservation methods. In fact, in a strange reversal of prevailing health trends, Euromonitor has noted that sugary baked goods have actually been growing in dollar sales over the past five years.Īccording to the market researcher, pastries, particularly packaged varieties, have seen considerable recent consumer demand, growing by 3% in volume and by 4% in value year-over-year. ![]() ![]() The new variants - frosted strawberry and drizzled cheesecake, and drizzled sugar cookie and frosted brownie batter – contain between 14g and 17g of sugar, and around 200 calories each, but this has not put off consumers, said Angela Gusse, director of marketing at Pop-Tarts.
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