Description of Flowers Foods Inc's Business Segments
Brands & Products Our DSD Segment brand activities during fiscal 2015 include the following:
Nature’s Own Honey Wheat is the number one selling Fresh Packaged Bread
uniform parcel code (“UPC”) in the U.S. Nature’s Own had three
of the top five UPC’s in the Fresh Packaged Bread category during the fourth
quarter of fiscal 2015 (source: IRI Total US MultiOutlet).
Wonder brand Classic White Loaf returned to the market in 2013, and is continuing
to be introduced into new markets in fiscal 2016, gaining the #1 selling branded
White Loaf in six U.S. markets: Boston, MA, Hartford, CT/Springfield, MA, Kansas
City, KS, Memphis, TN, New York, NY, and Providence, RI (source: IRI Total US
MultiOutlet).
Home Pride brand Wheat Loaf returned to the market in 2013, and is continuing
to be introduced into new markets in fiscal 2016, to become the #1 selling branded
Soft Variety Loaf in four U.S. markets: Las Vegas, NV, Los Angeles, CA, Sacramento,
CA and San Francisco/Oakland, CA (source: IRI Total US MultiOutlet).
We launched Cobblestone Bread Co. (“CBC”) brand of premium specialty
bread, buns and rolls in 2014. CBC gets its inspiration from the restaurant and
sandwich shop industry. CBC grew to $97.7 million in sales, at retail, for fiscal
2015 (source: IRI Total US MultiOutlet).
We acquired DKB, the largest organic bread brand in North America, in September
2015. Its products have no artificial ingredients and are certified USDA organic,
Non-GMO Project verified and are rich with protein, fiber and whole grains, and
are seeded all the way around and through. DKB products are distributed in our
DSD Segment. This acquisition adds a new category, products, and customers. We
intend to expand our geographic reach into the Pacific Northwest as we implement
our strategy.
We acquired Alpine, a U.S. family-owned producer of certified organic all natural
breads, in October 2015. This acquisition provides an organic brand for distribution
in our Warehouse Segment. In addition, we will utilize excess production capacity
to produce organic all natural breads for western markets.
Tastykake brought a variety of new products to the market in fiscal 2015, including
four flavors of Danish, Multi Pack Honey Buns, and three flavors of Mini Cupcakes
which give consumers a delicious, portable and sharable new treat. New this year,
the brand also introduced a seasonal calendar which included seasonal inspired
flavors of Mini Donuts and Kandy Kakes. Flavors included Salted Caramel, Red Velvet,
Blueberry, Orange Crème, Key Lime, Caramel Apple, Pumpkin Spice, Karrot
Kake and Gingerbread.
Seasonal products received several national features. The most notable features
and awards include: (1) the featuring of Caramel Apple Mini Donuts, Salted Caramel
Kandy Kakes and Gingerbread Kandy Kakes on delish.com’s seasonal round ups,
(2) a digital feature for fall mini donuts on Womens Day Magazine Instagram,
and (3) best new product award for Salted Caramel Minis donuts by Progressive
Grocer Editors.
Our Warehouse Segment markets a line of organic and specialty breads and rolls
under the Alpine Valley Bread, European Bakers brand and proprietary breads, buns,
and rolls for specific foodservice customers. This segment’s snack cakes
are sold under the Mrs. Freshley’s, Broad Street Bakery, and store brands.
Our Warehouse Segment products are distributed nationally through retail, foodservice
and vending customer warehouses.
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