Ingredients, not size, sell muffins

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A new generation of muffins is replacing the jumbo variety of years past. Premium muffins in decadent and healthful varieties are arriving in smaller portions and featuring high quality ingredients, fortification or unique flavors. Fresh, frozen and refrigerated muffin sales have grown considerably in the past year, a sign these new trends are generating consumer interest.

Innovative packaging and smaller portions are two trends currently affecting the muffin industry, says Monica Curtis, president, Isabella's® Healthy Bakery (retail division of Main Street Gourmet), Akron, Ohio. “The original driving force for smaller portions was portion control. Smaller portions are now serving a second purpose; manufacturers are producing smaller portions to keep prices from increasing at the consumer level. The consumer is willing to get a little less product as long as they don't have to spend more money at the register,” Curtis says. Main Street Gourmet responded to the high cost of producing its line of functional muffins by making them in a 3-oz. size.

“Bigger is not necessarily better,” agrees Barb Riordan, product and consumer marketing, Otis Spunkmeyer Inc., San Leandro, Calif. Premium muffins focus on ingredients rather than size, as consumers are willing to pay for ingredients they perceive to be better than average. Such ingredients include an abundance of nuts or fruit; those with unique origins, such as almonds from Spain or berries from Africa; organic fruits; special chocolate; hand-picked seeds; and more expensive varieties, Riordan notes. Consumers also consider a muffin with a streusel or crumb topping or muffins with a filling, such as cream cheese, to be a more premium or gourmet product. In addition, muffins with more than one topping also rate higher among consumers.

Healthful and decadent options
Muffins offering nutritional or functional benefits and meeting dietary needs also are in demand, including sugar-free muffins and those with antioxidants or omega-3 fatty acids. Consumers want to know what they are eating and are paying more attention to the ingredients on labels. Otis Spunkmeyer is updating the graphics on its packaging to reflect the natural ingredients it uses, such as real bananas, Maine wild blueberries and real cheese. Otis' Delicious Essentials muffin, for example, is targeted at schools, meets strict nutritional guidelines and is fortified with 25 percent of the daily value of 10 nutrients.

Consumers equate decadent muffins with those that include chocolate, fillings or confectioners' sugar. Decadent muffins also are viewed as positive, albeit more of an afternoon snack, Riordan says. Muffins featuring fruit or nuts are equated with being more healthful and something eaten for breakfast, a snack or a meal.

When it comes to flavor, consumers always want more. “I don't think we could ever have too many blueberries in our muffins,” Riordan says. In addition, “consumers are embracing ethnic flavors, which ties to authenticity. We recently introduced a guava muffin, which appeals to Hispanic and Asian consumers.”

Most of all, consumers want a muffin that stands out from the crowd. “We have witnessed significant growth in our custom foods division due to the increased demand for signature bakery items,” says Joe Schaefer, marketing coordinator, Main Street Gourmet.

“We are getting inquiries from [bakers] wanting differentiation and proprietary products…they want signature items, not something they will see next door to their stores,” adds Steve Marks, C.E.O., Main Street Gourmet.

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Top 5 muffin brands

Source: Information Resources Inc. statistics for the 52-week period ended May 18, 2008.

No muffin left behind
Bi-annually, Main Street Gourmet, Akron, Ohio, opens its doors to the community and sells overstock products at $1 per lb., donating a portion of the proceeds to a local charity.
To date, Main Street Gourmet has donated more than $12,000 to local charities.

“The ‘No Muffin Left Behind’ sale began as a creative way to rid ourselves of off-spec product, while involving the local community,” says Jon Yerrick, muffin adoption specialist and IT director, Main Street Gourmet. “The event is focused on fun, with contests like ‘Name the Sad Muffin’ and a ‘Golden Muffin’ prize à la Willy Wonka when our C.E.O., Harvey Nelson, dressed as the famous chocolate maker and escorted the winners to the front of the line for the first pick of the available products.” The company also has involved a local Cub Scout Troop that operates a soft drink concession for waiting customers.

The event has resulted in more than $100,000 in donated goods to the Akron-Canton Food Bank.