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.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
Sfoglia Torino has taken a further step in its strategy to consolidate Italy's frozen puff pastry sector with the 100% acquisition of counterpart Idea Quick....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
- Analysis: Post discusses rationale for Weetabix
- Who will buy Danone's Stonyfield business?
- Interview: Sir Kensington's on sale to Unilever
- US food next wave on display at Winter Fancy Food
- Column: Why snacking is the new meal
- Unilever buys US condiments maker Sir Kensington's
- Ice cream helps Unilever sales, food flat
- Post: Weetabix "opens up M&A opportunities"
- Suntory to offload Australia, New Zealand foods
- Nestle organic growth slows but beats expectations