Led by Rich’s team of talented bakery technicians and experts, Rich Products hosted a series of live, interactive product demonstrations and engaging presentations throughout the IDDBA show, featuring trending flavors, labor-saving formats, and local inspiration

Rich Products (Rich’s) debuted a new partnership with Bailey’s at the 2025 International Dairy Deli Bakery Association (IDDBA) conference. 

Featuring a line-up of unique dessert solutions made with the flavor of Baileys Irish Cream, Rich’s gave IDDBA attendees a first look at the new portfolio, while also featuring live product demonstrations, an interactive Artificial Intelligence (AI) recipe experience, unique industry insights, cutting-edge digital tools and labor-saving solutions for bakeries.

“This year marks a special IDDBA appearance for Rich’s, as we’re celebrating our 80th anniversary as a family-owned food company,” said Alvino Battistoni, senior vice president, In-Store Bakery & Deli Division, Rich Products. “Innovation has always been at the heart of who we are – dating all the way back to 1945 when our founder invented the world’s first non-dairy whipped topping. We’re excited to showcase some of our newest innovations at IDDBA this year – from new products and solutions to the unique ways we’re leaning into digital technology - all to help bakeries stay ahead, deliver on the latest consumer trends and drive growth in today’s rapidly evolving marketplace.” 

Rich’s is teaming up with Baileys to shake things up and put a fresh twist on the classic Irish Cream flavor, with a lineup of cool, on-trend products that pack all the flavor, but none of the alcohol, including:

Baileys Irish Cream Ice Cream Cake: Chocolatey, creamy, and coffee-kissed—this alcohol-free ice cream cake swirls indulgent chocolate into every bite and tops it all off with smooth coffee icing and chocolate shavings.

Baileys Irish Cream Cheesecake (6” & 3.25 oz slice): Creamy, dreamy, and just for grown-ups—this non-alcoholic Baileys Irish Cream–flavored cheesecake combines New York–style richness with a chocolatey crust and drizzle for the ultimate treat.

Baileys Baked Cookie (6-pack) and Cookie Dough (2.5 oz): A delicious fusion of rich chocolate and the unmistakable taste of Baileys Irish Cream, this soft, chewy cookie offers a perfectly indulgent experience in every bite.

Baileys Irish Cream Tres Leches Soak: Authentically crafted in Mexico, Tres Leches Soak infused with the smooth, indulgent flavor of non-alcoholic Baileys® Irish Cream, brings traditional Hispanic desserts to life—helping you create irresistible cakes, parfaits, and more with less effort and more authenticity.

Baileys Irish Cream Bettercreme (9” pail): Rich’s famous Bettercreme — now infused with non-alcoholic Baileys Irish Cream — offers a deliciously indulgent twist that’s perfect for elevating donuts, cakes, parfaits, cookies, and more.

At Rich’s booth, visitors also tested a new AI-driven experience that creates a custom three-piece recipe based on the user’s unique preferences. After responding to a series of prompts, AI will reveal the user’s custom creation, featuring a unique name and ingredient list. Rich’s Bakery Tech team will then prepare the recipe live, demonstrating both creativity and efficiency in real time.

Two outstanding team members from Dawn Foods, Kim Ennis and Melissa Trimmer, were honored at the Champions of Change Awards Presentation on Sunday, June 1, during IDDBA.

In addition, Dawn featured several new product innovations.

Launching July 1, the Dawn Exceptional Churro Donut Mix and Ready-to-Finish Churro Donuts from Dawn Foods fuse the crispy-chewy goodness of churros with the iconic donut shape -- perfect for today’s trend-savvy, nostalgia-loving consumers.

Also, Dawn’s just-launched seasonal cake program makes it easier than ever for bakeries to offer craveable, limited-time offerings with three new Dawn Exceptional Baker’s Request Cake Mixes (Lemon, Strawberry, and Pumpkin Spice) and two Buttercreme Style Icings (Lemon Cream Cheese and Strawberry). These on-trend flavors are tailored to the seasons and taste as amazing as they sound.

Dawn Foods has also expanded its premium Royal Steensma patisserie collection in the U.S. to include Blueberry Souplesse and Milk Chocolate Compound Coatings. At IDDBA, we’ll be sampling four Souplesse flavors (blueberry, strawberry, pistachio, and limoncello) enrobed on delicious micro bundt cakes.

As retailers look for ways to drive traffic, increase basket size, and connect with a younger, ingredient-conscious shopper, La Brea Bakery is helping redefine what consumers expect from the perimeter through premium innovation, clean-label leadership, and fresh-baked experiences that go beyond “thaw and sell.”

Introduced at IDDBA, the launch of La Brea Bakery’s Pretzel Bread line was developed to meet rising demand for elevated snacking and easy entertaining solutions.

Further, La Brea founder Nancy Silverton demonstrated a delicious crostini recipe, stating how bread is a canvas for the plate. “Start with the best and you build up from there.”

Leading brioche brand St Pierre Bakery featured its first-ever above the line campaign for the US market, with a tongue-in-cheek take on French superiority, highlighting the brands quality credentials. The campaign, which launched earlier this year, appears across retailer online channels, social and digital brand channels and on TV screens via Connected TV.

The Connected TV campaign reaches viewers in the Pacific, Mountain, West North Central, East North Central and West South Central regions.    

Titled ‘Eat Avec Respect’, the creative campaign combines the assuredness and confidence of ‘stereotypical’ French attitude, with the stand out humor and playfulness of the growing premium brand. 

Vandemoortele sampled new Cinnamon Buns and featured its successful new products including pistachio filled Croissants and Biscoff-filled croissants. 

The Biscoff-filled croissants are shipped frozen for convenience, arrive ready-to-bake, and are ready to eat in 30 minutes.

Raoul Dexters, commercial manager, also shared Vandemoortele’s sustainability efforts, which were recently recognized by the ABA and EcoVadis Gold, along with key trends shaping the baking and foodservice industries.

Hero Bread introduced Everything Bagels at IDDBA. Packed with flavor, protein and fiber — and only 5g net carbs, these chewy, satisfying bagels serve the full bagel shop experience, without the carb crash. The toasted onion and garlic bring bold flavor throughout the dough, while poppy and sesame seeds add that iconic crunch and texture.

Joyfull Bakery, a Raison D’etre Bakery brand, has been bringing joy to everyday snacking for over 30 years. Family-founded and rooted in artisan baking, the company at IDDBA showcased its delicious snacks made with all-natural ingredients — always made with 100% aged Parmesan and oven-baked to crispy perfection. 

Its savory Parmesan Crisps, Flats, Crackers, and Thin Crisps are perfect for on-the-go snacking, topping soups and salads, or elevating any charcuterie board.

Dessert Holdings showcased its dynamic range of premium desserts, including an innovative new suite of artisanal products. New product offerings unveiled at the IDDBA show included Strawberry Shortcake Cheesecake and Mango Passion Fruit Cheesecake from the Dianne’s brand, as well as distinctive multi-layer bar cakes from The Original Cakerie, including a Mixed Berry Custard, Chantilly Cake, and Key Lime Cake, along with several other exciting individual desserts. 

“We continue to broaden our portfolio of premium desserts made with real ingredients that also cater to consumer demands including portion control, snacking, and gluten-free,” said Susanne Ross, senior vice president, culinary | research & development. 

Dessert Holdings also showcased a refreshed company logo featuring a new whisk-infused letter “D” standing tall within the new brand identity, signaling a tribute to the company’s pastry-chef-led culinary heritage, and a nod to the layers in its signature Strawberry Shortcake product that helped establish the premium multi-layer bar cake category.  The updated brand, featuring new stylized typography and a rich color palette, reflects the same freshness and innovation that defines Dessert Holdings’ products. The updated brand elements will be integrated across the Company’s website, social channels, and tradeshow booth.

Known for its use of clean ingredients, scratch-made recipes, and thaw and serve format, Dessert Holdings encompasses six premium brands: Steven Charles, The Original Cakerie, Lawler’s Foods, Dianne’s Fine Desserts, Atlanta Cheesecake Company, and Kenny’s Great Pies. Dessert Holdings operates nine highly automated, geographically diverse manufacturing facilities across North America. 

“Over the last decade, Dessert Holdings has become the largest and fastest growing premium dessert platform in the U.S., and we have positioned ourselves as a ‘one-stop shop’ for retail and foodservice customers,” said Paul Lapadat, chief executive officer of Dessert Holdings.  “Our intentional presence at IDDBA allows us to showcase our brands and our expanded innovative product portfolio of premium desserts.”