Blog: McKee should refresh returning Drake's cake brand
Katy Askew | 23 September 2013
US firm McKee Foods, the new owner of Drake's cakes, has said it is celebrating 125 years of the iconic brand by returning the four most popular varieties to the shelves.
McKee snapped up the iconic Drake's business after Hostess Brands was liquidated earlier this year. The company is relaunching Devil Dogs, Coffee Cakes, Ring Dings and Yodels today (23 September).
"The launch of these top four varieties is just the beginning for Drake's," said Chris McKee, EVP marketing and sales. "Our first mission is to get the most popular and familiar tastes back into the pantries and lunch boxes of Drake's loyal fans."
So, will McKee be bringing a new take on an old favourite? No. The company will be using the same recipes and same carton formats to pick up Drake's "right where it left off".
Now, obviously Drake's has a strong core of loyal customers and it makes sense to initially focus on cashing in on the goodwill that the return of Drake's will elicit. Nostalgia can be a key purchase driver.
However, in the longer term McKee would be wise to bring something new to the brand. Sales of packaged cakes are flat - at best - in the US. Consumers are increasingly concerned about issues surrounding health and wellness and growth pockets - such as gluten-free or premiumisation - are bright spots in an otherwise gloomy category.
If McKee is to leverage the full brand power of Drake's, it will need to expand and modernise an iconic brand that currently has its place firmly in a nostalgic past.
UK consumers are being urged to think of other ways to use their jack-o-lanterns and cut the millions of tonnes of pumpkin that is wasted at this time of year....
UK family-run baking firm Country Style Foods has bought the former Jus-Rol production facility in the English town of Berwick-upon-Tweed from General Mills....
A new report by the Soil Association has highlighted a lack of healthy lunch options at the cafes of some of the UK's most prestigious visitor attractions....
The BBC turned to just-food today for insight on the price dispute between Tesco and Unilever....
Just weeks after buying UK turkey processor Bernard Matthews from administration, food tycoon Ranjit Boparan has struck a similar deal....
- Nestle India grows with global, digital innovation
- Lamb Weston goes it alone: six things to learn
- How Nestle tackles Indian challenges - interview
- Analysis: Tyson's shrewd investment in Beyond Meat
- Thailand: convenience to continue to thrive
- Mars launches Maltesers in the US
- Campbell backs US nutrition start-up Habit
- Bel takes majority stake in MOM Group
- Mondelez focuses on margins as sales slip
- Nestle's Buitoni to remove GMOs
- The Big 15: Strategies and Priorities of Top Packaged Food Players in Comparison
- Packaged Food: Quarterly Statement Q3 2016
- Omega-3 in Food and Beverage:Time for a Reboot?
- Global Food Packaging: Innovating for Greater Convenience and Quality Image
- Meat Processing in China - Industry Market Research Report