Common Mills’ Pillsbury provides ready-to-eat cookies to its lineup

Dive Transient:

  • Common Mills’ Pillsbury model is debuting a line of Gentle Baked Cookies, marking its first product for the ready-to-eat cookie house in its greater than 150-year historical past.
  • The cookies are made with a mix of butter and shortening, which supplies them a delicate texture, the corporate stated. They are going to be obtainable in 4 varieties — Chocolate Chip, Confetti, Sugar with Drizzled Icing and Peanut Butter with Chocolatey Drizzle — in packages of 18 cookies.
  • The Pillsbury Gentle Baked Cookies are launching in Walmart shops this month, and can roll out to different retailers nationwide in April. Pillsbury, higher identified for its refrigerated bake-and-eat cookie, crescent and biscuit doughs, has expanded its attain into the snacks phase and completely different consuming events as shoppers search out comforting, indulgent sweets and reconnect with baking.

Dive Perception:

In a July 2020 webinar hosted by the Client Manufacturers Affiliation, Common Mills CEO Jeff Harmening stated the corporate believes shoppers might proceed to do lots of the at-home actions they started through the pandemic, together with baking and cooking. However the debut of the Pillsbury ready-to-eat cookies suggests the corporate acknowledges shoppers will enterprise out much more within the yr forward — and it must ship extra handy, on-the-go choices.

The Gentle Baked Cookies mark Pillsbury’s second baked snack product, becoming a member of its Snack Muffins, which debuted this previous June. Shortly after, Common Mills introduced that each one Pillsbury refrigerated cookie and brownie dough was being reformulated so that buyers might safely eat it uncooked — or bake it if they’ve the time. These introductions present how the corporate is making an attempt new improvements for the century-old model as client habits and wishes shift.

“Whereas our followers love baking Pillsbury merchandise within the oven, our client analysis signifies there are occasions {that a} ready-to-eat cookie is most well-liked,” Jeff Caswell, president of Minneapolis-based Common Mills’ Snacks Division, stated in an announcement. “We targeted on launching Pillsbury Gentle Baked Cookies for that fast deal with, realizing there may be not at all times time for baking.” (Hometown Meals owns the unique rights to the Pillsbury shelf-stable baking and dessert merchandise.)

Cookies have seen renewed gross sales through the pandemic, as shoppers search indulgent treats. Caswell informed the Minneapolis Star Tribune that Common Mills’ premade cookie gross sales have been rising within the mid-single digits earlier than the pandemic. That progress fee has since jumped to just about 12%. The exec additionally famous that Common Mills’ analysis discovered that prospects who purchased Pillsbury refrigerated cookie dough have been additionally purchasing for ready-made choices, revealing a progress alternative for the model.

Pillsbury has numerous firm within the cookie aisle, with rivals together with Ferrero’s Keebler. At greater than 160 years outdated, Keebler can also be present process a push to make it extra related to fashionable shoppers. And it’s contending with on-trend choices from startups corresponding to Partake Meals, whose cookies have an allergy-friendly, vegan hook. 

That stated, the benefit for Pillsbury is baked proper in. Shoppers already know the model from their experiences baking with its refrigerated dough, and will recognize the additional stage of comfort that comes from having a ready-made choice, particularly as pandemic-related restrictions ease and the day by day commute and in-person education enhance.

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