“Dessert Holdings is an example of this where they create indulgent and elaborate desserts. In the UK, you might have a slice of brownie with some ice cream, but in the US they wouldn’t go for that,” Stone explained.
“They prefer elaborate desserts – consumers there love them. Americans want indulgence and something extravagant and the producers make a good margin on those types of desserts.”
Such a concept didn’t exist in Europe to the same degree, although could be an opportunity for the sector to increase revenues, predicted Stone. “The closest we have is Mademoiselle Desserts, but it’s still predominantly a retail business and nothing like as indulgent or complicated as it is in US, and therefore lower margins.”
Other areas to monopolise included brand partnerships, such as Baker & Baker’s tie-up with Mondelez, which manufactures branded products for the US-owned chocolate maker under license in Europe. “They’re making more exciting products by using licenses and you can educate the consumer to pay a higher price for more high-quality and indulgent products that way.”
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Publish date : 2024-08-26 23:15:00
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