Published Date : Feb 09, 2016
With growing awareness about health and surging demand for less-processed, healthier, and convenient food, the baking industry is witnessing a slump in sales of products such as refrigerated dough and baking mixes. For key industry players such as General Mills, this means implementing new strategies to stabilize sales. General Mills’ baking business includes Pillsbury refrigerated dough, Betty Crocker baking mixes, and Toaster Strudel. In the last six months, the significant decline in sales has led the industry giant to cut down its prices to match its competitors.
Baking Mix Companies Employing New Strategies to Tap Consumers
Most of the players in the industry emphasize on the experiential factor associated with baking at home with their products. Apart from marketing their products with this message through direct advertising, companies are also supplementing that message by teaching consumers how to use their products in new ways.
The demand for natural ingredients in food is turning away consumers from buying processed baking mixes. The impact is so strong that General Mills had to sell its Green Giant frozen and canned vegetable business last year. Consumer packaged goods companies are taking a relook at their portfolios to shed off businesses dealing with processed food products.