USA – Nestlé Professional has signed a long-term contract with American wholesale manufacturer and distributor of baked goods, Dawn Foods, to undertake a co-branding venture for bakery ranges in EMENA (Europe, Middle East & North Africa) region.
Under the deal Dawn Foods will create unique recipes and a range of high-quality bakery products, made with ingredients from Nestlé.
The first product launched will be a muffin with the KitKat ingredients taste, filled with milk chocolate and covered with KitKat topping.
“The muffin made with KitKat is the result of Dawn Foods’ market leadership in American pastry and the strengths of Nestlé’s confectionary brands, which gives the unique KitKat product taste experience.”Steven Verweij – President Europe & AMEAP, Dawn Foods
To make them instantly recognizable to consumers, the muffins are wrapped in branded “Made with KitKat” cups and will be supported with in-store promotional materials.
“We are delighted about this partnership with Dawn Foods, which will allow us to bring to our consumers new innovative experiences with our confectionery brands.
“We selected Dawn Foods as our EMENA partner because of the high quality of their bakery products, their capability to convey our brands’ experiences to the consumers, and their leading position in the sweet bakery industry,” said Vincent de Clippele, head of Nestlé Professional EMENA.
The co-branded products will be available for bakery channels, quick service restaurants and other locations across EMENA regions.
According to a report by Grand View Research, the global bakery product market size was estimated at US$ 203.8 billion in 2018 and is projected to expand at a CAGR of 3.2% from 2019 to 2025.
In the Middle East and Africa region, Mordor Intelligence projects the market will grow at a CAGR of 2.2% in 2020 – 2025 while in Europe it will grow at 3.12% during the same period.
Steven Verweij, President, Europe & AMEAP, Dawn Foods commenting on the partnership stated, “The muffin made with KitKat is the result of Dawn Foods’ market leadership in American pastry and the strengths of Nestlé’s confectionary brands, which gives the unique KitKat product taste experience.
“Dawn Foods and Nestlé Professional have agreed a long-term commitment to co-design new bakery products that carry the essence of the brand by combining state of the art bakery mixes with the best branded ingredients.”
Dawn Foods sells frozen bakery division
Earlier this year, the bakery manufacturer and ingredients supplier entered an agreement to sell its North American frozen bakery manufacturing business to Rise Baking Company.
The deal was aimed to allow Dawn Foods to focus on its core ingredients business including focused investment and product innovation across its ingredient’s portfolio.
Headquartered in Minnesota, Rise Baking Company specialises in the manufacturing of premium cookies, dessert bars, artisan breads and flatbreads for in-store bakeries and foodservice and convenience channels in North America.
The sale includes Dawn’s North America frozen plants in Pennsylvania, Georgia, Illinois and Missouri.
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