bake - March/April 2020 - 48

breads

muffin
mania
Few things are more synonymous with breakfast treats than

flavors newly in season like peach and mandarin orange, fol-

muffins. Muffins continue to be a popular breakfast bakery item

lowed by fresh strawberries and the many other berry variet-

and it's easy to understand why. Be it sweet or savory, the versa-

ies that follow: raspberry, blackberry, and of course, blueberry;

tility of muffins can please any palate.

all wonderful either in combination with one another or as a

vors, not to mention shifting health trends? Experts say yes.
"Muffins for the most part remain a traditional mainstay

standalone flavor."
She even recommends special programs to highlight those
flavors.

within the bakery offering," says Stephen Chavez, technical

"Muffin of the Month programs as well as quarterly rotations

product manager for BakeMark. "However, we do continue to

of flavors that capture the best of what Mother Nature has to of-

see non-traditional flavors being combined with muffins to

fer are solid ways to appeal to consumer tastes."

create new flavor varieties. This includes guava, mango, ginger, and even jackfruit."
Chavez says there is an increased demand for what's different
and interesting, yet still familiar and comforting. Popular flavors
include tres leches, maple, cinnamon, cherry, and orange.

It's not all about what's in the muffin, however. What goes on
top is equally important. Bakeries are also experimenting more
with different seeds and grains to enhance textures and eating
experiences, such as chia and hemp.
"Bakers can put their own twist on these traditional varieties

"Many times, these flavors are trending within food and bever-

to differentiate from competitors." Kearney says. "Simple fin-

age overall and we're seeing bakers capitalize on the awareness

ishings like cinnamon streusel, a dollop of crème cheese frost-

and demand," he says. "We are also seeing a rise in ethnic twists,

ing, or caramel drizzle will do the trick. Round out the holiday

such as a tres leches muffin or an ube muffin. There are a lot of

season with flavors like cranberry walnut, gingerbread, and

ethnic flavors that fit well within a muffin and it helps to innovate

chocolate mint."

and expand the customer base as well."
Others agree, pointing out that bakers can and should take
advantage of fresh and seasonal produce when available.
"Bakers should augment their selection fresh with relevant,

When it comes to sweet versus savory, muffins tend to lean
more on the sweet side of the spectrum, but there is definitely
increased interest in savory toppings or inclusions, including jalapeño, bacon, and cheese, says Chavez.

regional seasonal flavors throughout the year," says Jayne Ke-

One of the keys to driving new sales is to ramp up trial

arney, director of marketing for Bake'n Joy. "Make center stage

through sampling. As customers walk into a bakery, make them

©EKATERINA KONDRATOVA - STOCK.ADOBE.COM

But can muffins keep up with the ever-changing variety of fla-

48 < MAR-APR 2020 | bakemag.com

Bake_Mar-Apr20.indb 48

3/26/2020 2:22:15 PM


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