Independent baking giant Tasty Baking Company (TBC) and Flowers Bakeries, an operating group of Flowers Foods, have agreed to work together to distribute Tastykakes snacks via Flowers’ direct store delivery routes in Virginia, West Virginia, Tennessee and southern Ohio.
Flowers has handled distribution of Tastykake products in Norfolk and Richmond since last year, and based on the success of this venture, TBC and Flowers will now expand their distribution arrangement with an additional 300 Flowers direct store delivery routes. Flowers Bakeries operates an estimated 3,000 direct store delivery routes and serves almost 40% of the US population.
“We believe that this arrangement will help facilitate our aggressive expansion plans, increase overall sales of the Tastykake brand, and enable TBC to compete more effectively for market share in a changing marketplace,” said Gary G. Kyle, VP, marketing and national sales of TBC. “The timing for our expanded distribution is perfect, as children prepare to go back to school.”
Kyle added that the new arrangement will help TBC generate strong brand awareness and product trial in the new markets. Tasty and Flowers plan to support the effort with extensive consumer and trade promotions.
Gene D. Lord, president and COO of Flowers Bakeries, said: “We believe the Tastykake brand is very marketable in our coverage area. Through our distribution arrangement, we look forward to offering Flowers’ customers a more comprehensive lineup of fresh bakery products and to increasing sales for both of our companies in new market areas.”
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By GlobalDataKyle said that freestanding inserts, product sampling, in-store displays, and select special events are planned throughout all of the new markets to support the launch of Tastykakes in Flowers’ marketing areas.
