Flapjacked set to extend probiotic range following Mighty Muffin launch

Rolled out during the summer, Mighty Muffins are sold in tubs that need to be microwaved for 35 seconds after the consumer adds water. Flapjacked said the resulting muffin offers 20 g of protein, high fiber and probiotic benefits to support immune health.

Mighty Muffin had been inspired by the company’s protein-enhanced pancake and baking mixes, said Flapjacked co-founder Jennifer Bacon, and were essentially probiotic-charged mug cakes.

“We used our consumer insights to develop a faster, on-the-go version of our pancake and baking mix but kicked it up a notch,”​ she added.

Growing probiotic trend

Bacon said Mighty Muffin consumers are generally working parents or singles who went to the gym, were on a diet, or wanted to make changes in their eating habits. She added that while she expected protein to continue to play a strong role in consumers’ shopping habits over the next decade, studies done by ingredients supplier Ganeden had shown probiotics would be trend in the future.

GanedenBC30 is a patented probiotic ingredient that has been widely used in the baking industry, Ganeden senior VP Michael Bush told BakeryandSnacks. GanedenBC30 can be added to virtually all food and beverage processes and it doesn’t have any effect on the taste or texture profile, claimed the supplier.

Bacon said her company had been working on a new line extension for Flapjacked when Ganeden approached them with a heat-stable, non-GMO and gluten-free probiotic.

“We wanted to provide our consumers with a seamless, great-tasting way to get the benefits of protein and probiotics in their diets without creating a burden on busy schedules,” ​she added. “With the on-the-go mentality of today’s busy lifestyles, our new portable Mighty Muffins make probiotic consumption convenient and delicious in a completely unexpected format.”​

Bacon said this is the beginning of the trend, and is proud Flapjacked is an early adopter.

“Mighty Muffins open a new opportunity in the ready-to-eat space that proves for higher volumes, while pancake mix is a slower pantry item.”​

Further GanedenBS30 products

Bacon said the company is working on several other products that will include GanedenBC30. “It is our hope to inspire people looking to make healthier food choices, and to improve their overall health and well-being,” ​she added.​

Since launching with three SKUs in 76 stores in 2013, the business has grown to producing 10 SKUs for more than 8,000 retail locations and several different countries.

“We will look to expand exports in the future but our priority and focus is to build our brand with domestic consumers and retailer,” ​added Bacon.​

FlapJacked is hoping to grow market share and volume with Mighty Muffin and plans to double the business’s capacity in 2016.