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Flowers Foods and Hershey extend cake collaboration

By Kacey Culliney , 18-Oct-2012
Last updated on 18-Oct-2012 at 12:33 GMT

Tastykake pushes the new range for the Halloween season
Tastykake pushes the new range for the Halloween season

Flowers Foods and The Hershey Company have launched a new cake range under their licensed-product collaboration.

The two firms have launched Kandy Bar Kakes available in three popular Hershey flavors – Reese’s peanut butter, York peppermint and Hershey’s cocoa.

Flowers Foods has been collaborating with Hershey since 2010. Under this project they have developed Hershey-branded products Mrs. Freshly and Blue Bird products in the Flowers Foods portfolio. These cake and pastry snack products have been available in the US for the last 18 months.

Jeff Beckman, head of corporate communications at Hershey, told BakeryandSnacks.com that this latest cake launch is a “natural extension” that builds on previous collaborative work.

Tasty Baking – a Flowers Foods business – will take on the production under its Tastykake brand using the ingredients supplied by Hershey.

“Tastykake is thrilled to partner with Hershey’s to introduce the new and innovative Kandy Bar Kakes, perfect for the Halloween season,” Brent Bradshaw, vice president of marketing for Flowers Foods cake brands, said.

Tastykake has released some dessert recipes for Halloween using the new cake range but Beckman made clear that the licensing collaboration “is broader than seasonal programs”.

Bradshaw added: “Hershey’s incredible brand recognition, along with the renowned freshness and deliciousness of Tastykake, will ensure Kandy Bar Kakes become family favorites.”

The cakes will be available in 5-count individually wrapped multi-packs across mass merchandisers, supermarkets and convenience stores.

Hershey fits cakes

Beckman said: “There are many opportunities for the Hershey’s brand in the baked goods space.”

“The Hershey’s brand is synonymous with cakes in the United States. If you are baking a chocolate cake, chances are you are using Hershey’s cocoa, which has been a staple for American consumers for more than 100 years,” he added.

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