Dive Brief:
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Entenmann's, known for its crumb cakes, cookies and donuts, is expanding into the chocolate space with two new bars, according to a press release. The new Dark Chocolate Raspberry Burst and Dark Chocolate Mint Cookie Crunch bars weigh 2.15 oz and are being produced and distributed by Praim Group.
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Founded 119 years ago in Brooklyn, Entenmann's – now a division of Bimbo Bakeries USA – is widely known for the 100+ sweet baked goods it distributes across the U.S.
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"Entenmann's has significant brand awareness and the initial response since announcing this partnership has been exciting," Paul Pruett, founder and director of Praim Group, told Confectionery News.
Dive Insight:
PRIAM Group's deal with Entenmann's will help break the baked goods specialist out of its niche where it is known as a purveyor of loaf cakes, Danishes and pies. The PRAIM Group already represents some lesser-known candy brands, so it has a well-versed marketing and distribution organization. This makes it an ideal partner for the 119-year-old baker Entenmann's.
The Snack Food & Wholesale Bakery, in its State of the Industry Report, pointed to one reason why Entenmann's might seek some dough in the candy area: “Bars is a perennially hot category.” And that's a natural direction for Entenmann's to move as it looks to expand a brand known in at least 26 million households thanks to its sweet baked goods.
Entenmann's is hardly the first and most definitely not the last company to take a popular brand name and expand its presence beyond the food products it is best known for. Hostess Brands has introduced or announced plans for a Twinkies Cappuccino for the convenience store channel, a line of collaborative ice cream products under Hostess brands and Deep Fried Twinkies found exclusively at Wal-Mart. Dunkin’ Donuts has coffee-flavored Pop-Tarts. Kraft-Heinz recently launched Velveeta frozen snacks. Kellogg’s offered Special K Crustless Quiche last year.
As Group Bimbo, which owns the Entenmann's brand, looks for additional sources of growth, it's not surprising to see them go this direction. Similar to Twinkies, it wouldn't be surprising to see Entenmann's appear in other sweet treats in the future.