bake - January/February 2024 - 16
" The younger version of me would say,
'Let's do it now.' Now I have a strategic plan.
These new product goals are very realistic. "
Manresa Bread founder Avery Ruzicka
graham crackers year-round.
" For shoppers, it is fun to buy things that will travel
better, " Manresa Bread's founder shares.
Ninety percent of sales at Manresa Bread are store
sales, and they " are getting a lot of inquiries for wholesale.
For us, wholesale is the icing on the cake, " Ruzicka says.
" We would love to see our wholesale business grow, but
we are strategic about it. We will be in a good position
for 2025. We will make sure everything we do is better
than ever. And we will continue to commit to the quality
of our ingredients and the safety of our team members. "
Home bakers
Consumers who bake at home, especially those who
are newer to baking or strapped for time, are interested
in low-maintenance products that make baking
easier. Baking mixes and prepared doughs/crusts are
convenient for more casual bakers or those who do not
have the time or desire to make everything from scratch.
These " semi-homemade " baking products make baking
easier for these casual bakers, but those who bake
more often may also use these as a shortcut as part of
a creative project. For instance, some consumers may
add additional ingredients or substitute ingredients
called for in a box mix. Similarly, bakers may use a box
mix for a different application (e.g., using a cake mix to
make cookies or a pie crust).
Additionally, baking kits that are similar to meal kits
may help to teach consumers how to bake, as they
contain step-by-step instructions and pre-measured
ingredients. These products are attractive to a variety
of consumers, especially newer bakers and those with
smaller households, as baking kits reduce food waste due
to containing the right amount of ingredients (whereas
many baking products are sold in large containers meant
for multiple uses).
According to Packaged Facts' report Home Baking:
US Trends and Opportunities, the coronavirus pandemic
had a significant effect on home baking activity. Many
consumers began baking at home more as they spent
16 < JAN-FEB 2024 | bakemag.com
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bake - January/February 2024
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