By Joan Holleran
Historically, stand-alone bakeries have felt the biggest threat from in-store bakeries, which have proven dynamic in launching artisanal breads, specialty desserts and the like. In-store bakeries have also competed with the bread aisle for consumer attention, more for affordability and shear volume. While those three entities weren’t looking, the freezer case has entered the fray with some modest copycat innovation: Frozen muffin tops under Kellogg’s Eggo brand.
Eggo Bake Shop’s Mini Muffin Tops, in Blueberry, Chocolate Chip, and Swirls Strawberry varieties, are a clever move that addresses the simple desire of many consumers to eat the “choice” part of the baked good, but in a manner more akin to the bread aisle. Consumers can purchase a box of 32 mini muffin tops and, because they are frozen, not worry about spoilage.
Fortunately for Kellogg, muffins and muffin tops are also enjoyed throughout the day, extending the Kellogg brand beyond the breakfast daypart, which is a great strategy for long-term growth. Even the Eggo Bake Shop moniker opens the brand up to more offerings, such as scones or sweat breads.
Unless there’s a huge campaign behind Muffin Tops, initial consumers will be those who already enjoy Eggo waffles or pancakes; perhaps a cross promotion, or free sample inside existing Eggo products would create a lot of buzz for the muffin tops. Kellogg could do well to position in-store promotions in the bread aisle or in-store bakery area to lure consumers to the freezer case for Mini Muffin Tops.
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