JUS-ROL launches into the ready-to-bake cookie dough market

 

Chilled cookie dough will boost family home-baking occasions

Jus-Rol is set to launch a range of ready-to-bake cookie dough to take the brand into new occasions and accelerate growth of the chilled dough category. The new Jus-Rol Cookie Dough comes in three variants – Choc-Chip, Double Choc-Chip and Caramel. The ready-to-bake dough, which is freezable prior to baking, is pre-perforated into 12 portions, taking complicated mixing and preparation out of the equation for unbeatable ease. The cookies can simply be divided and placed on a tray to be baked in the oven for 10 minutes before serving for perfectly consistent results every time.

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The launch follows the packaging overhaul of the Ready-To-Bake range in September, with this and the cookies launch expected to help not only drive chilled dough sales, but also offset the decline and slow growth of other key chilled categories.

Joanna Goodman, Marketing Manager for Jus-Rol, explains: “Jus-Rol is the Ready-to-Bake sub-category leader with a 48.5% market share[1] and the leader in the overall pastry (chilled and frozen) category with a 55.5% market share, so as a category champion and pioneer, it makes sense for us to use our expertise to boost sales by launching into new sectors.

“Chilled Home Baking is one of the only sectors in the Chilled category experiencing value growth (+2.1% value sales) with ready-to-bake significantly contributing to that growth (value sales have increased +3.2% year-on-year).
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“Chilled home baking products already enjoy 37.7% household penetration and the new Jus-Rol cookie doughs offer the perfect opportunity to drive that further. Many families tell us they enjoy baking together, particularly with children, but simply don’t have the time or the skills to bake from scratch. Jus-Rol ready-to-bake cookie doughs offer all the benefits of home-baking but with added ease and convenience.”

 

Jus-Rol is planning a heavyweight campaign to support the cookie dough launch and the new packaging design, which will include digital advertising, social media and shopper activation in-store.

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[1] All statistics: Nielsen Scantrack 52 weeks, 15 July 2017,Value sales

Author: kimbarnard

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