ATLANTA-- Cinnabon has launched the brand's first line of treats available in convenience stores, grocery stores and other foodservice outlets.
The new Crafted by Cinnabon line represents "the high quality and irresistible nature of the brand," but is easy to execute, especially for the smaller convenience-store formats, said Kristen Hartman, senior vice president of marketing, global channels, for Focus Brands, the parent company of Cinnabon LLC. "We knew we needed products that were easy for the operator," she added.
Atlanta-based Cinnabon has partnered with CSM Bakery Solutions, Sandy Springs, Georgia, on the development and manufacturing of the new product line.
The first four products—with more in the final planning stages—are delivered frozen, ready to thaw and serve or bake and serve. They include:
- Frosting Filled Streusel Muffin: A streusel topped cinnamon muffin filled with cream-cheese frosting.
- Marble Pound Cake: A cinnamon swirl pound cake made with real butter, sour cream and cinnamon.
- Caramel Pecanbon Cookie: A soft and chewy pecan-laced cookie with caramel and cinnamon.
- Cinnamon Chip Cookie: A soft butter cookie filled with chips of cinnamon.
"Quality of products was our primary driver in selecting a partner," Hartman said. "We also wanted someone with global reach. We are domestic now, but we see potential for other regions around the globe, and CSM has global capabilities," she added. Hartman said Focus Brands has had a longstanding relationship with CSM for Danish and other bakery goods.
Hartman said an early test of the new line was conducted at ampm with cinnamon chip cookies. "They had great success, far exceeding their projections," Hartman said. Cinnabon also teamed up with RaceTrac for a limited-time offer of a frosting-filled doughnut and a pumpkin muffin. Given the chain's success, "we expect to see more offerings at RaceTrac in 2017," Hartman said.
Cinnabon is also working with Aramark on a program at the University of Florida and its eight on-campus c-store sites. The test includes a large Cinnabon-branded bakery case, as well as a grab-and-go case near the registers or at the coffee station. The university test began in September and will continue through the end of the year. "Students have been incredibly excited about the products," Hartman said.
In developing the line, Hartman said convenience stores were a natural target. Cinnabon is building on its longtime relationship and experience with Pilot Flying J, as well as addressing the trend of "food-forward c-stores becoming destinations for fresh bakery. We wanted to be a part of that," Hartman said.
She noted that fresh bakery is a great opportunity for impulse purchases that help drive the morning basket. She also said it was important to recognize that the retailers have limited space, so products needed to fit and be easy to execute. Besides branded bakery cases and smaller grab-and-go cases, Cinnabon offers retailers cookie warmers, along with easy online access to a wide range of point-of-purchase materials. "It's a turnkey solution, very fast to implement," she said.
Hartman said the biggest interest so far has come from convenience stores and grocery stores.
"We have a long-term comitment to this," Hartman said, noting success of the Crafted by Cinnabon line will be measured in retailer and sales volume, as well as consumer reaction, both of which have been positive so far.
Partner CSM also contributes a broad distribution network and a retail sales force. "At CSM, we are looking to enhance the bakery experience operators and retailers provide their consumers. These baked goods do that and also provide the opportunity to make the bakery area a destination any time of day," said Gretchen Sussman, vice president of foodservice North America for CSM.
Also new this fall, Cinnabon will launch a recipe series of videos on how consumers can "Cinnabon It Yourself" in the kitchen, utilizing products from the Crafted by Cinnabon line. A new recipe will be released via the Cinnabon social-media channels each week through the end of the year.
Founded in Seattle in 1985 and now based in Atlanta, Cinnabon LLC serves fresh cinnamon rolls, as well as a variety of other baked goods and specialty beverages. It operates more than 1,400 franchised locations worldwide, primarily in high traffic venues such as shopping malls, transit centers and military establishments.
CSM Bakery Solutions has 34 manufacturing facilities around the world, including 12 in the United States.
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