Dec. 01, 2010
by Jennifer Barnett Fox
During the past three years, a well-known European bakery has quietly entered the frozen dessert category in the Southeastern US. Coppenrath, Europe’s largest producer of frozen desserts, was founded in 1974 by two cousins whose families possessed more than 200 years of baking experience. Today the Osnabrück, Germany-based company manufactures mousse cakes, cakes, cheesecake, pastries, strudel and bread rolls sold in 22 countries around the world.
Coppenrath’s desserts have long been known for quality and indulgence throughout Europe, and their size is finding favor among American consumers who seek a high-quality dessert.
In 2007, Coppenrath USA, Cummings, GA, brought the company’s storied bakery products that use its patented shock freezing technology to the US market. The match between Europe’s largest producer of frozen desserts and demand for smaller portion-controlled desserts couldn’t have been better timed for the company’s stateside expansion. Coppenrath USA’s research further confirmed the desire for high-quality, yet affordable, portion-controlled desserts among American consumers.
“We wanted to come in at a lower price point to allow consumers to try high-quality, authentic European desserts while still remaining on a budget,” said Jeff Hankinson, vice-president of sales and marketing, Coppenrath USA.
In October, the company introduced portion-controlled desserts. The 3.2-oz Mousse Duets are available in Lemon Chiffon and Chocolate varieties. Each package contains two individually portioned desserts and retails for $3.79. For consumers searching for a more traditional European-inspired dessert, the company offers Mousse Cakes that intersperse mousse between layers of moist sponge cake. The 14.1-oz Mousse Cakes are available in Chocolate, Vanilla Cloud and Coconut varieties.
Marketed with the tagline “Sweet inspirations from Europe,” Coppenrath’s desserts contain fresh dairy cream and are free of artificial colors, flavors and ingredients. Both the Mousse Cakes and Mousse Duets were tested by focus groups prior to the October launch of the Mousse Duets. The groups chose the chocolate and lemon varieties as the most popular flavors, and new flavor extensions are in the works for 2011.
The frozen desserts were introduced throughout the Southeast in Harris Teeter, Ingles, Bi-Lo and Food City retail locations, and the launch was supported by radio interviews, local events and product features in print and online publications.
“We love to reach out to couples and families who want a delicious, indulgent dessert to complete their meal, and with the single-serve portions, it’s a great way to correctly portion your sweet treat at the end of the day,” Mr. Hankinson said.