Pete Thomson, senior director of sales and strategy for Sugar Bowl Bakery, America’s largest minority-owned bakery, shares a key strategy for success in today’s complex marketplace, commenting about the future of freshly baked cookies and other fresh bakery products.

“We want to bring in the flavor of the season to customers, rather than just the color of the season,” Thomson said.

A veteran of the food industry, Thomson exclaims that you must be distinctive in your approach to every retail customer. After all, the purpose of the category is to bring joy to the customers. 

“The perimeter of the store is like a movie theater,” he said. “The biggest challenge for bakery is for customers to pay for the experience. Get out of the mindset that the best price is the lowest price.”

Notable food industry analysts agree.

“Having a moment of joy is vital to the success of the bakery,” said Ann-Marie Roerink of 210 Analytics. “Cookie kits are a perfect example. Hybrids are bigger in bakery. I am convinced there is still some growth ahead.”

Jonna Parker of IRI exemplifies this point when she adds that in today’s marketplace, “the concept of time saved is big. This is what we should do – but we’ve never trained the consumer to know that this is what we have.”

Now that is changing.

Sugar Bowl Bakery recently announced its final stage of a branding overhaul: new packaging. The new design is fresh and modern and pays homage to Sugar Bowl Bakery’s joyful persona via fun illustrations and vibrant colors. The bakery, known for its madeleines and palmiers for over 35 years, unveiled a new website last fall and its newly revamped packaging completes its design update. 

“Sugar Bowl was founded in the mid-1980s, and since then, the founders--five immigrant brothers from Vietnam--have remained focused on their mission of bringing consumers the most delicious baked goods imaginable,” said Robyn Defina, vice president of sales and marketing, Sugar Bowl Bakery. “While the brand’s core values have remained, it was time to give this beloved brand a fresh new look. The packaging now embodies all that we strive to be--a fun, creative and inspired baked goods company that pays attention to every detail — and every bite.” 

The new packaging will begin rolling out to stores nationwide this month and can already be spotted on shelves in select Costco stores.

Sugar Bowl Bakery creates delicious, perfectly portioned baked goods with no artificial flavors, colors or preservatives. Its tasty, premium treats are available at a price point that is accessible to the everyday consumer, and with ingredients you can pronounce, Sugar Bowl Bakery’s products are a sweet, guilt-free treat with less than 150 calories each and less than 10/g sugar per serving. Its core offerings include madeleines, palmiers, brownie bites, Duet Bites (half brownie bite, half madeleine), and fritters. Seasonally, the company offers festive items like pumpkin madeleines, gingerbread bites, tropical pineapple cake bites and more.