Cake Boss debuts at supermarkets
by Lucy Sutton
Since 2009, reality TV fans have watched Buddy Valastro, owner, Carlo’s Bakery, Hoboken, NJ, impress his clients with intricate custom cakes for all occasions on TLC’s Cake Boss. Now, Dawn Food Products, Inc., Jackson, MI, gives the show’s 140 million viewers a chance to take home Mr. Valastro’s creations from their local supermarkets.
“Although this partnership is a new venture, the relationship between Dawn Foods and Buddy Valastro is a longstanding one,” said Angie Goldberg, vice-president of consumer brands for Dawn Foods. “Buddy’s bakery, Carlo’s, has used Dawn Foods as a supplier of high-quality bakery ingredients for more than 20 years.”
Created using Mr. Valastro’s personal formulas on a large scale at Dawn Foods’ facilities, the ready-to-sell cakes showcase eye-catching decorations. Each 7-in.-diameter layer cake carries a suggested retail price of $27.99.
“Like chocolate? You’ll love this cake,” Mr. Valastro said of the Oh My Ganache! variety. “You won’t believe how much chocolate we were able to cram into each bite.” Other options include Whole Lotta Carrots, carrot cake with cream cheese frosting; Va Va Velvet, red velvet cake with cream cheese frosting; Dulce de Leche, chocolate cake with caramel dulce de leche filling and iced with dulce de leche buttercream; Bada Bloom, yellow and chocolate cake layers, decorated with flowers; and It’s My Party, yellow and chocolate cake layers with fudge filling, decorated with balloons.
“We deliver on the quality and the ‘wow’ factor by working very closely with Buddy,” Ms. Goldberg said. “He is involved from concept to finish. When a consumer purchases a Cake Boss cake, they get the quality and unique designs that they have come to expect from Buddy himself.”
The Bada Bloom and It’s My Party cakes are now on display nationwide in Cake Boss point-of-purchase displays within in-store bakeries at supermarkets and warehouse club stores. The other flavors will follow soon.
“The cake designs and flavors were inspired by some of Buddy’s best-selling cakes at his bakery,” Ms. Goldberg said. “We plan to launch new items throughout the next several months including fondant cakes and cupcakes.”
Dawn Foods has high expectations for the products, indicating that fans of the show have created quite a buzz around the new cakes. Ms. Goldberg indicated that early in-market performance indicators are very encouraging.
“The fans are highly engaged, and they expect delivery of high-quality products,” Ms. Goldberg said. “Dawn Foods is delivering a product offering that meets this very high expectation of quality and ‘wow’ factor.”