Flowers Foods: launches DTC website for better feedback

Thomasville / GA. (ff) Flowers Foods Inc., producer of Nature’s Own, Dave’s Killer Bread, Wonder, Canyon Bakehouse, Tastykake, and other bakery foods, recently introduced a new website: www.creationsbyflowersfoods.com – to seek real-world consumer feedback on its newest creations, which are designed to extend its business beyond the bread aisle.

«Our test-and-learn process for new product innovation relies heavily on valuable feedback from our consumers,» said Joe Ewell, vice president of innovation at Flowers. «We want to hear what they like and what they don’t so we can ensure we are bringing the absolute best products to market.»

The e-commerce site enables direct orders and delivery of trial products to gauge interest, collect sales data, and solicit consumer feedback. Insights gathered, along with other more traditional research methods, will determine if and how new products are launched more broadly.

«Growth in the e-commerce space is an important focus at Flowers, so developing an e-commerce platform where consumers can trial and provide feedback on our latest innovations was a natural fit,» said Ewell. «The site gives us the ability to directly connect with consumers more apt to purchase online and seek their feedback. It also provides the flexibility to test new products on a smaller scale than what is required for an in-store trial.»

The items featured on the site are the direct result of Flowers’ agile innovation group, which was established in 2021 and tasked with accelerating the development of truly innovative, new products outside the company’s core categories. The first products to be tested in market as part of that effort include Dave’s Killer Bread (DKB) Organic Snack Bars and Protein Bars and Nature’s Own Breakfast Pastries.

About: Headquartered in Thomasville, Georgia, Flowers Foods Inc. is one of the largest producers of packaged bakery foods in the United States with 2021 sales of USD 4.3 billion. Flowers operates bakeries across the country that produce a wide range of bakery products.

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