Winter Fancy Food Show 2016

Sugar Bowl Bakery extends Madeleines as it targets growth through innovation

By Douglas Yu contact

- Last updated on GMT

Madeleines are one of the business's fast-growing products
Madeleines are one of the business's fast-growing products

Related tags: Baking

Sugar Bowl Bakery has extended its fast-growing Madeleines range with a selection of flavored products.

Officially launched at the Winter Fancy Food Show in San Francisco this week, the new line-up comprises four flavors: Lemon, Orange, Pumpkin Spice and Tuxedo (half chocolate).

They will join the business’s existing Madeleines - one of the Sugar Bowl Bakery’s fastest-growing product lines - which are sold in clubs, grocery chains and stores across the US, and also have distribution in Mexico, Australia, Korea, Japan and Taiwan.

Natural and clean ingredients

The products use natural and clean ingredients, said Sugar Bowl Bakery CEO Andrew Ly, with no artificial colors, flavors or preservatives. They are produced with AA butter, he added.

In terms of cost of products and ingredients, we spend probably 20% to 30% more than our competitors​,” claimed Ly, adding that scale of production allowed the business to offer customers and consumers value.

But Sugar Bowl Bakery remained nimble enough to bring innovation to market quickly, he added: “Major R&D decisions can be made as quickly as a few days with our team​.”

Continue to grow through innovation

With the business in double-digit growth each year, Ly said his strategy for 2016 is to continue bringing innovation to retailers in the US and abroad.

Our goal is to grow as large as possible, and to service the needs of any customers and consumers who want high-quality, clean, sweet baked goods​,” he said.

Sugar Bowl CEO Andrew Ly
Sugar Bowl Bakery CEO Andrew Ly

Ly believes the better-for-you trend is one of the driving forces in the snack market, particularly among baby boomers and millennials.

Organics will continue to expand, functional ingredients will become more important, and sustainable packaging will be in demand​,” he added.

Developing new products

Sugar Bowl Bakery is currently developing new products – though Ly said it is too early to make them public.

What we can say is many can make a cell phone, but not everyone can make an iPhone like Steve Jobs​,” he said. “What I can reveal about our next products is that they will be more sustainable, cleaner and functional​.”

We want to, again, be the first to create a new category​.”

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