Dawn Foods inspires bakers, attracts customers with new cake

by Ryan Atkinson
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More and more consumers now show a desire for luxurious tastes and indulgence. Dawn Food Products, Inc., Jackson, MI, took note. The company is introducing the Waterfall Cake, a line of ready-to-­decorate frozen cakes that appeal to those consumer wishes.

“The Waterfall Cake is designed to help in-store bakeries and decorators reach shoppers who crave a little taste of luxury that doesn’t take a big bite out of their budget,” said Erik Enyedy, director of marketing for Dawn. “This is especially relevant with dessert cakes and the role they play in consumers’ lives.”

The cakes feature two layers of moist, rich cake topped with a decadent truffle waterfall. They come in chocolate (with chocolate liqueur and ground chocolate, iced with chocolate buttercream) and vanilla (with butter vanilla custard and bourbon vanilla, iced with vanilla bean buttercream frosting).

“These flavors lend themselves to more creativity and customization from the decorator,” Mr. Enyedy said. “For example, familiar favorites like chocolate and vanilla can easily be customized with frostings, fruit, flowers and other elegant toppings.”

Both flavors are 7 in., and a four-cake case weighs in at approximately 9 lb. Two main features of the cake — its ingredients and its design — help make it an attractive product for in-store bakeries. For starters, Dawn said it uses high-end ingredients to meet consumers’ demands for quality desserts.

“It’s made with premium ingredients to ensure an exquisite taste experience, and its refined style is sure to capture consumers’ attention,” Mr. Enyedy said.

Secondly, the cake’s simple design acts as a canvas on which decorators can customize and create offerings as basic or lavish as the consumer desires. “This creative freedom also gives decorators greater control of pricing and profit margins,” Mr. Enyedy said.

To help maximize the Waterfall Cake’s potential, in-store bakery operators and decorators receive a complimentary decorating guide with step-by-step directions on crafting sophisticated cake designs, ranging from Macaroon Splendor to Berry Wonderful to The Chocolatto. Also included is special packaging with a large, domed lid to protect the custom decorations.

“The combination of premium ingredients and a decorator’s creativity results in a confection that is sure to delight consumers and help them celebrate life’s sweet moments,” Mr. Enyedy said.

The cake debuted at the 2015 International Dairy Deli Bakery Association show and launched nationally in late summer. Dawn supports the product’s introduction by providing information behind the innovation along with comprehensive merchandising ideas.

“This support makes it easy for our customers to envision how these cakes can help drive sales and keep their shoppers coming back again and again,” Mr. Enyedy said.

Mr. Enyedy added that the company hopes the product will boost sales for in-store bakeries. More information can be found at  www.dawnfoods.com.

“Our expectation is that the Waterfall Cake provides a solution to our customers and helps create an environment that brings in new shoppers and keeps current shoppers coming back,” he said. “These elegant cakes are perfect for creating something special.”

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