new energy to this lagging category, helping to distance it from the
traditional, homey, and dated look of yore.
"Packaging is important to illustrate the end result of what the
mix will make in an engaging, appetizing way that motivates the
consumer to be excited about the process and final product. But
it also needs to foster trust and safety in an unfamiliar product,
as well as communicate ingredients and certifications clearly," says
Indianapolis, Ind.-based designer Eric Kass. He says mixes that do
this right include Miss Jones Baking Co., Williams-Sonoma's Tyler
Florence 5-in-1 Baking Mix, and Briaura Artisan Foods.
With conventional mixes traditionally known for being laden
with artificial ingredients, promoting clean ingredients and health
aspects where applicable on packaging is key. But, of course, the
product still has to be good. "Miss Jones Baking Co. and Cherryvale
Farms not only do a good job by having a great, healthful mix, they
also hit a home run with their packaging—just looking at the box
makes you want to eat it," Canyon Market's Greenfield adds.
Looking Ahead
More major manufacturers will offer products that match chang-
ing consumer expectations that include more organic and simpli-
fied ingredients. Frostings, a complement to the category, will also
continue to get better, according to Mintel. Simple Mills recently
launched certified-organic frosting made with coconut oil and sus-
tainable palm shortening that is non-GMO, dairy- and soy-free,
and low in sugar, while on the conventional level, Pillsbury's Purely
Simple line of cupcake and frosting mixes have no artificial ingredi-
ents or preservatives.
"We will always see spikes in sales during the holidays and
there will always be a market for the conventional mixes," notes
Hart's Proctor. "But it's the mixes and f lours with the exotic grains,
better ingredient profile, and added nutritionals that will have the
most traction in the future."
NEW MIXES AND FLOURS
Find innovation in these new products.
Bob's Red Mill Paleo Baking Flour. A grain-free blend
that includes almond, organic coconut, and tapioca flours.
Use to create Paleo-friendly baked goods from cakes and
cookies, to muffins, to flatbreads. bobsredmill.com
Cherryvale Farms Oatmeal Cookie Mix. Add fruit puree
and oil to make this Non-GMO Project Verified cookie.
cherryvalefarms.com
Enjoy Life Brownie Mix. Made with teff, flax, and sprouted
rice, this gluten-free baking mix has 5 grams of protein
per serving and contains probiotics. enjoylifefoods.com
The Invisible Chef Jelly Belly Candy Cane Swirl Cake.
This mint Dutch chocolate and vanilla marbled cake with
a candy cane flavor twist is a fun addition to holiday
baking. theinvisiblechef.com
Marx Pantry Coffee Flour. Made from dried and ground
coffee cherries, this gluten-free flour can be used in
baked goods in combination with other flours. It's iron-
and antioxidant-rich and each tablespoon is roughly
equivalent in caffeine content to a third of an average
cup of black coffee. marxpantry.com
Pamela's Grain and Gluten-free Nut Flour Blend. This
grain-free flour is Paleo-friendly and a mix of almond,
coconut, walnut, and pecan flours. It is certified gluten-
free by GFCO, and GMO Project Verified. Wheat-, grain-,
dairy-free, with no sugar and 4 grams of protein per
serving. pamelasproducts.com
Pereg Banana Flour. The high starch content in this
flour means bakers can use 30 percent less banana flour
than wheat flour to make favorite recipes gluten-free.
Made from peeled, ripe bananas. Gluten-free and Non-
GMO Project Verified. pereg-spices.com
Simple Mills Gluten-Free Pumpkin Muffin Mix. Made
with almond flour, this mix bakes up a low-sugar muffin
(5 grams) with 4 grams of protein. Paleo-friendly, Non-
GMO Project Verified, dairy- and soy-free. simplemills.
com
Sticky Fingers Bakeries Chocolate Chip Gluten-Free
Scone Mix. Made with rice flour and a hint of buttermilk
and sea salt, these not-so-sweet treats are perfect for
kids and adults alike who are mindful of gluten in their
diets. stickyfingersbakeries.com
Stonewall Kitchen Carrot Cake Mix. This mix bakes
up the iconic dessert moist and flavorfully with a
combination of carrots and spices, and rich cream
cheese frosting. stonewallkitchen.com
Zemas Madhouse Foods Ancient Whole Grain
Black Bean Brownie Bites. Endurance grain teff and
antioxidant-rich cocoa team up with protein-laden black
beans, and a trio of super seeds—flax, hemp, and chia.
Gluten-free, free of the top eight allergens and Non-
GMO verified. zemasfoods.com
Nicole Potenza Denis is a contributing
editor to Specialty Food Magazine.
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