Ready-to-use, pre-mixed pancake and waffle batter to be sold in grocery stores.
LOS ANGELES — Nate’s Food Co, Inc. is in discussions to launch Nate’s Pancakes in grocery stores. Nate’s Pancakes is a ready-to-use, pre-mixed pancake and waffle batter delivered in a pressurized can.
Nate’s Pancakes was created by Nate Steck, who also created Batter Blaster. Batter Blaster received the 2011 C.P.G. Award for Innovation and Creativity from the Grocery Manufacturers Association and its Associate Member Council. It has been sold in more than 13,000 stores and grossed more than $40 million in sales since its launch. Outlets for the product include Safeway, Wal-Mart and Costco.
“Initially, the idea was to start selling product through our web site to increase interest in Nate’s Pancakes for grocery placement,” Nate’s Food Co. said. “However, we have already been approached about grocery placement for the product. To maximize exposure of the brand and marketing expenses, discussions have included a desire to have additional flavors and products (i.e. cake mix, brownie mix and cookie mix) reside under a larger umbrella brand, Nate’s Homemade, and this would include our flagship pancake and waffle batter.”
According to the company, Batter Blaster ranked No. 5 in dollar sales in the pancake dry mix category. By adding flavors and launching Nate’s Pancakes the company expects to quickly expand its total points of distribution.
In order to facilitate grocery placement, Nate’s Food said it will have to forgo the launch of Internet sales. Instead, the company’s current manufacturing capacity will be used to develop the new flavors and products and to provide product for testing by the stores.
The company anticipates that any order from a major grocery chain (i.e. Wal-Mart, Costco, Target, Kroger) would be for 70,000 to 90,000 cans per week per chain (or 3.6 million to 4.7 million on a yearly basis).“We currently have the ability increase our capacity to make 10 million to 12 million cans a year,” the company said and added the goal to have Nate’s producing and selling its capacity within 12 months.