Cookies United Cake Bites
Cookies United recently launched a new CakeBite product line.

Convenience and indulgence

Michael Strauss, director of marketing for Cookies United, said grab-and-go products are the biggest trends in cookie production right now.

“People want and need pre-packaged goods now more than ever,” he said. “Customers are willing to pay a premium for that conveniently pre-packaged item. Another trend is, of course, innovation. People crave something new and exciting, and when you put these two trends together you have a winning product.”

Cookies United has tapped into these two trends with a new CakeBite product line. This traditional bakery favorite is now available for the first time as a pre-packaged item.

Birthday CakeBites, Cookies United
CakeBites are now available for the first time as a pre-packaged item.

“Not only do we have triple layer pre-sliced cake product that tastes amazing, but the packaging allows us to be incredibly versatile depending on the market it’s being sold in,” Mr. Strauss said. “We have singles, four packs, and club packs.”

Mr. Strauss said Cookies United also has the ability to create new and innovative products with a wide range of equipment.

“We also have the highest of standards set for our bakery,” he said. “Being certified SQF level 2 means everything is always working at its absolute best from an ingredient standard to food safety standard.”

Hostess Bake Shop
Hostess Bake Shop products include Hostess Cupcake cookies, triple-dipped Ding Dongs and decorated Twinkies.

William Toler, president and chief executive officer of Hostess Brands, Inc., recently announced the launch of the Hostess Bake Shop for the instore bakery (I.S.B.) category. The potential for Hostess in the I.S.B. category has been highlighted by Hostess executives on numerous occasions since the company acquired Superior Cake Products in June 2016. Still, details of how Hostess would build out the relatively modest Stockbridge, Mass.-based business had been scant.

In addition to introducing a Hostess Cupcake cookie, a version of the Superior black and white cookie with the Hostess squiggle, Mr. Toler said the Hostess Bake Shop line will feature triple-dipped Ding Dongs and decorated Twinkies.

William Toler, Hostess
William Toler, president and c.e.o. of Hostess Brands

“The I.S.B. category is currently growing around 4% annually, which last year was faster than the center-of-the-store, sweet baked goods category,” Mr. Toler said. “Superior’s product line includes eclairs, black and white cookies, madeleines brownie bites, and creampuffs, all new products to Hostess. We plan to leverage our distribution model and resources so this primarily northeastern-centric company can be rolled out across the country in conjunction with our launch of the new Hostess Bake Shop line into the instore bakery.”