With consumers looking for indulgence and great taste when choosing bakery products, creativity is key to differentiation across all bakes – and great icing offers the ultimate flourish.
In today’s visual, experiential driven world, the phrase “first impressions count” is becoming more and more relevant to the baking sector. For bakers, this means that the sky’s literally the limit for them to unlock their creativity and to create a range of products that wow at first glance – and taste just as good.
Social media platforms like Instagram and TikTok have been playing their part and have turned everyday cakes into viral sensations. Beautifully styled content is being viewed online constantly and this has translated into a demand from consumers to be able to buy the same stylised baked goods.
From the glossiest of glazes to beautifully designed intricate piped patterns, on-trend colourways, icing and toppings are now the starting point for many creations. The level of creativity and knowledge has certainly gone up a notch or two over the past couple of years and toppings are no longer just a finishing touch, but the starting point for many bakers.
To stand out from the crowd, differentiation is key, with eye-catching designs, colour trends, textures and story-telling all stand-out aspects of product ranges. The appeal spans multiple generations and occasions, from boomers through to Gen Z, meaning bakers must ensure that eye-catching desirable product ranges – from cupcakes to party cakes to drip cakes – appeal to all.
Recent research shows that 55% of shoppers want to see more premium, indulgent offerings from their bakery products [FMCG Gurus] and more than 40% of consumers also list ‘indulgence’ and ‘great taste’ as top reasons for choosing bakery products throughout the day, from breakfast to evening treats [FMCG Gurus]. Creating product ranges that utilise the findings and make the most of the trends will help ensure increased football and sales to existing and new audiences with promotion via shop windows and bakers own social media channels.
Endless possibilities
To meet this demand, Craigmillar has revamped its Crembels range – an easy-to-use, multi-application icing designed to help bakers creativity to come to the fore with beautiful colours and outstanding creations. Now available in a ready to use ‘bag in a box’, Crembels are convenient and easy to use and need no additions to work beautifully, simply heat or beat for the desired application.
Barbara Lanzoni, category director fats, oils & coating solutions from Craigmillar, comments: “The toppings sector has changed dramatically over the past couple of years, with baked good creations gaining huge traction on social media and this has led to demand from consumers to want to be able to purchase similar products from their bakeries. It has enabled bakers to really showcase their creativity and create stand-out and points of differentiation/specialities. Craigmillar’s new Crembels range is now better than ever and ensures that bakers can meet the need with a high quality, adaptable product that looks and tastes great.
“The range is now available in an easily identifiable bag and box with the Craigmillar name, as well as being stronger, with a double wall and longer liner, which allows for resealing. The need for more sustainable packaging is growing, with a recent study showing that 55% of consumers are looking for packaging that meets their environmental expectations [FMCG Gurus]. We’ve taken this on board and our new bag in a box is sustainable in that it helps bakers reduce plastic consumption, ensures extended product life, minimises waste and helps with cost control.”
Multiple applications
The revamped range enables bakers to ensure icing on their products maintains its performance functionality. Simply use straight out of the box to create a frosting or add Marvello to create an even lighter option. It is freeze-thaw stable for ultimate convenience, maintaining its texture and flavour and ensuring consistent results time after time.
Their multiple applications include:
● Heated and dipped: Achieve a flawless glossy appearance and high sheen on cakes, pastries, doughnuts and cookies with Crembels’ smooth consistency.
● Beaten and piped: Create intricate designs and decorations with Crembels’ clean cut finish with less mess and the light, airy texture holds its shape beautifully.
● Beaten and topped: Spread Crembels easily for a smooth, even topping that adds a touch of indulgence to any dessert. Achieve a quick non sticky finish, giving a slight skin and maintaining a soft eat.
Irresistible flavours and appeal
The range’s natural flavours add visual appeal to any creation. Bakers can use the chocolate option to offers a richer taste and glossy wet look; the lemon version for an enhanced zesty flavour; white for a crisp and clean finish and glossier shine; and the caramel variant for a more sophisticated indulgent premium toffee note.
Bakers can now sample the new Crembel for FREE.
Simply sign up here:
https://www.csm-ingredients.com/crembel
