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Relative newcomer to home baking, Humdinger Ltd., thinks that it’s on to a winner with its latest product launches; the three year old company has listings with all major retailers and is looking to extend distribution even further with the introduction of several new products.
The company is to launch its new brand ‘Chef’s Secret’ in August - these are premium quality, delicately toasted cashews, pecans and pine nuts, packed in 100g re-sealable, stay-fresh, block-bottom bags which will be competitively priced.
Head of marketing at Humdinger, Paul Sangwin, said, ‘The delicate toasting gives the nuts a golden brown colour, brings out a nutty, buttery flavour and makes them less likely to sink in breads, cakes and biscuits.’
‘Though ‘Chef’s Secret’ sits well amongst other products in the home baking category, we anticipate that ‘foodies’ will also make good use of them in salads, stews, sandwiches, dips and soups.’
Humdinger has also introduced a range of partially re-hydrated fruits under the Sunsweet brand. Sunsweet ‘Ultimate’ is available in three extra large, super soft variants: stoned prunes, naturally dark apricots, and, figs. These are packed in 250g cartons.
The ‘Ultimate’ product characteristics are achieved by a ‘Flavour-Locked™’ process of re-hydration. This is a method of packing and re-hydrating dried fruit, which preserves the character and the taste without the need for preservatives and acidity regulators. This is communicated to the consumer on-pack with the use of the ‘Flavour-Locked™’ logo and a ‘preservative free’ flash.
The Sunsweet brand is distributed in the UK by Humdinger. Sunsweet is the world's largest processor of dried tree fruits: prunes, apricots, peaches, pears and apples. This grower-owned marketing co-operative was founded in 1917 as the California Prune and Apricot Growers Association to market the crops of its members.
The Humdinger baking range is composed of premium products presented in striking block-bottom resealable packs. A larger 375g pack format is positioned to give the retailer better margins without compromising on quality. Within the range there is a sub-range of pre-chopped stone-free fruit. In addition to chopped dates and chopped apricots the company has recently introduced a new convenient chopped prune variant, which is unique, in that until now no producer has been capable of supplying this product with an acceptable pit tolerance. The product is endorsed by Sunsweet to further highlight its quality to the consumer.
Appealing to health-conscious lunchtime consumers and their kids – ‘Lunchbox mini-snacks’ will be launched in August and a new ‘Summer Fruits variant is being added to the Humzinger range. Lunchbox mini-snacks are handy-sized boxes containing three varieties of mixed dried fruit. The variants are raisins & sultanas, sultanas & apple and raisins & apricots.
Strictly speaking the Lunchbox mini-snacks and Humzinger fruit stix, made with 100% pure fruit, are not for use in home baking, but are merchandised within the category as this is where mum’s would expect to find them.
Sangwin said, ‘Major multiples are moving towards splitting up the home baking category into traditional home baking and snacking products to take advantage of the consumer trend towards products that are good for them. Consequently, most of the new product development and packaging innovation has been towards the snacking sub-section, leaving traditional home baking somewhat neglected.’
‘We have been pro-active in introducing new branded and non-branded products into both categories and are determined to add excitement and interest to traditional home baking products as well as snacking’.
The company is to launch its new brand ‘Chef’s Secret’ in August - these are premium quality, delicately toasted cashews, pecans and pine nuts, packed in 100g re-sealable, stay-fresh, block-bottom bags which will be competitively priced.
Head of marketing at Humdinger, Paul Sangwin, said, ‘The delicate toasting gives the nuts a golden brown colour, brings out a nutty, buttery flavour and makes them less likely to sink in breads, cakes and biscuits.’
‘Though ‘Chef’s Secret’ sits well amongst other products in the home baking category, we anticipate that ‘foodies’ will also make good use of them in salads, stews, sandwiches, dips and soups.’
Humdinger has also introduced a range of partially re-hydrated fruits under the Sunsweet brand. Sunsweet ‘Ultimate’ is available in three extra large, super soft variants: stoned prunes, naturally dark apricots, and, figs. These are packed in 250g cartons.
The ‘Ultimate’ product characteristics are achieved by a ‘Flavour-Locked™’ process of re-hydration. This is a method of packing and re-hydrating dried fruit, which preserves the character and the taste without the need for preservatives and acidity regulators. This is communicated to the consumer on-pack with the use of the ‘Flavour-Locked™’ logo and a ‘preservative free’ flash.
The Sunsweet brand is distributed in the UK by Humdinger. Sunsweet is the world's largest processor of dried tree fruits: prunes, apricots, peaches, pears and apples. This grower-owned marketing co-operative was founded in 1917 as the California Prune and Apricot Growers Association to market the crops of its members.
The Humdinger baking range is composed of premium products presented in striking block-bottom resealable packs. A larger 375g pack format is positioned to give the retailer better margins without compromising on quality. Within the range there is a sub-range of pre-chopped stone-free fruit. In addition to chopped dates and chopped apricots the company has recently introduced a new convenient chopped prune variant, which is unique, in that until now no producer has been capable of supplying this product with an acceptable pit tolerance. The product is endorsed by Sunsweet to further highlight its quality to the consumer.
Appealing to health-conscious lunchtime consumers and their kids – ‘Lunchbox mini-snacks’ will be launched in August and a new ‘Summer Fruits variant is being added to the Humzinger range. Lunchbox mini-snacks are handy-sized boxes containing three varieties of mixed dried fruit. The variants are raisins & sultanas, sultanas & apple and raisins & apricots.
Strictly speaking the Lunchbox mini-snacks and Humzinger fruit stix, made with 100% pure fruit, are not for use in home baking, but are merchandised within the category as this is where mum’s would expect to find them.
Sangwin said, ‘Major multiples are moving towards splitting up the home baking category into traditional home baking and snacking products to take advantage of the consumer trend towards products that are good for them. Consequently, most of the new product development and packaging innovation has been towards the snacking sub-section, leaving traditional home baking somewhat neglected.’
‘We have been pro-active in introducing new branded and non-branded products into both categories and are determined to add excitement and interest to traditional home baking products as well as snacking’.
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| Humdinger’s natural way ahead for new baking products |