Rich Products (Rich’s) is hosting a Future of Fresh Bakery Live Event on March 10 at 3:30 PM, diving into the latest cookie and donut insights and the innovations that are keeping this category on the rise. Whether it’s the nostalgia-driven appeal of a fresh-baked cookie or the grab-and-go convenience of a donut, the webinar will dive into the bakery staples that are enticing appetites across all ages and occasions.

To sign up, visit: Webinar: Future of Fresh Bakery LIVE: Cookie & Donut Craze! by Rich Products USA

Bill Heiler, Rich’s Senior Manager, Customer Marketing, explains that the webinar will not only drive home the facts and trends that are inspiring today’s consumers, but will enable attendees to interact with technical counselors at store level – “having them demonstrate and provide inspiration to turn insights into sales.”

So, attendees will learn specific tactics to execute at store level – such as specific pack sizes or flavor trends.

“We are really excited about cookies and donuts. Both categories are growing sales at an above average rate since 2022,” Heiler points out.

Part of the reason why is economics, as consumers are spending more dollars on “affordable indulgences” like cookies and donuts. In addition, there is a lot of fun and novelty in these categories that inspire retailers to embrace engaging promotions.

And finally, “donuts aren’t just a morning bakery item anymore,” Heiler explains. “There are plenty of opportunities for donuts in packaging and providing variety. That’s where Rich’s can provide a lot of values.”

Rich’s thinks about flavors in the cookie category in creative ways.

Whether it’s a daytime delight or an after-dinner indulgence, Our Specialty Treat Shop® Sweet Middles® offer the perfect cure for spontaneous sweet tooth cravings and celebrations. Shoppers can treat yourself to a bite-sized, cream-filled, soft cookie sandwich that can be savored anywhere. Available in a variety of seasonal and everyday flavors, Sweet Middles® capture every opportunity to inspire indulgence.  

“Bakery is traditionally very celebration oriented. More and more, bakery is a destination for just-for-me treat moments,” Heiler points out. “Treatable moment occasions are much more prevalent now, and LTOs are a great way to drive traffic and sales. Play to favorites and create a spin on it.”