With the keen attention to detail and trend-forward perspective of a design architect, Dawn Foods brings a new vision to visual merchandising for the instore bakery with the introduction of innovative products and merchandising display ideas, recently unveiled at the Dairy-Deli-Bake Seminar & Expo on June 7-9 in Atlanta, Georgia.

Supported by the latest consumer insights from Dawn Foods, Dawn’s newly designed booth showcased product and merchandising solutions for a vast array of celebrations and occasions, redefining how instore bakeries can unlock higher profits in the bakery. The task at hand is to no longer look at the bakery department as simply a space to sell products, but view it as a colorful and flavorful arena to bring shoppers’ celebrations to life.

From breakfast solutions to indulgent offerings for special occasions, Dawn ties together specific products to fulfill any bakery customer’s needs for celebrating everything from a Sweet 16 party or “Romantic Moments” celebration to an indulgent Christmas dessert table.

Instore bakeries can benefit from this unique approach to merchandising by first envisioning the possibilities for more impactful and eye-catching displays and then bringing together the form of each display with a variety of product solutions from Dawn.

For example, new colors are brought to life with Dawn’s brand new line of frostings that come in a variety of pre-mixed colors and use rich, natural flavorings for user and consumer satisfaction. The frostings line was specifically designed for cake decorators who value workability and consistency.

In addition, Dawn’s newly released Waterfall Cake features a two-layer cake topped with a chocolate truffle waterfall that comes ready-to-decorate and appeals to consumers’ desire for luxury and indulgence. Dawn’s eye-catching Waterfall cakes are made to satisfy what customers are craving and are created for you to elegantly customize. They come in two indulgent flavors: Premium Chocolate and Premium Vanilla Bean.

At the IDDBA show, Dawn also introduced new flavors to its innovative Vortex cake line, including Neapolitan. Dawn’s Vortex Cakes combine layers of cake and brownie together and are decorated with a distinctive chocolate truffle swirl. The result is a cake experience unlike any other that will keep your customers coming back for more.

Dawn’s research has helped us understand what consumers want – a twist on familiar flavors and new food adventures. The Vortex cake brings your business the best of both. Combined with an artistic flair and eye catching designs that delight the senses, Vortex Cakes will give you a competitive edge. Dawn Vortex Cakes available for everyday include Tuxedo, turn any occasion into a special affair; Red Devil, tempt your customers with delicious; and Caramel Chocolate, a rich escape from the ordinary. We also have a full line of seasonal cakes from spring to winter that celebrate those wonderful times of the year and maximize sales during key selling seasons.


Another key to successful merchandising involves creating displays that appeal to the healthy lifestyle consumer. Dawn showcased its award-winning new line of Gluten-Free Cookies and Gluten-Free Muffins. Hundreds of food and beverage manufacturers introduce new products to the foodservice industry each year at the National Restaurant Association Show (held in May), but only a select few receive the Food and Beverage Award (FABI) for breakthrough achievement in taste, marketability, creativity and profitability potential in foodservice operations. Therefore, Dawn is thrilled to be recognized as FABI award winners for the new Gluten-Free Cookies and Muffins.

With the demand for gluten-free products rising, operators can easily boost profits by increasing their gluten-free offerings. That’s because many consumers are willing to pay more for high-quality gluten-free products that have a better taste and texture compared to those products available in previous years. Gluten-free food sales reached $8.8 billion in 2014, representing an increase of 63% from 2012 to 2014. Mintel estimates that at current prices, the category will achieve $15.6 billion in sales by 2016. Dawn’s certified Gluten-Free Cookies and Gluten-Free Muffins come fully baked, individually wrapped, and in the top flavors to provide an easy solution to add great tasting gluten-free options to your menu. The cookies are available in Chocolate Chip, Candy and Oatmeal Raisin while the Muffins are available in Blueberry, Banana Nut and Chocolate.

Further, within Dawn’s Weight Watchers line of bakery products, new flavors and innovative new packaging were showcased at the IDDBA show, including Peanut Butter Brownie Bliss and Mint Chocolate Brownie Bliss.

A taste of indulgence

Working with Dawn Foods, Buddy Valastro, star of TLC’s hit TV series, Cake Boss, is expanding his Cake Boss cakes line with three vibrantly-decorated designs that taste as good as they look: Let’s Party, Eye Poppin’ Petals and Beach Party. “I designed these three new cakes to help fans celebrate in delicious style!” Valastro says. “My fans can make memories with the same cake designs that are so meaningful to me. The new Let’s Party cake is perfect for celebrations with mi famiglia, while my daughter Sofia inspired my new bright, pink floral Eye Poppin’ Petals cake." Valastro also incorporated one of his favorite summer pastimes into the third cake design. "Whether you're in the backyard or at the Jersey Shore, you can take a piece of the beach to the party with Beach Party, one of my most popular summertime designs," he adds.

Just in time for summer, these three memorable cakes are made with Valastro’s recipes and designs. Each cake features moist yellow and velvety chocolate cake layers married together by an indulgent layer of fudge filling.

Dawn also offers many ways to add indulgence to any occasion or special celebration. For example, Dawn’s Ready-To-Sell Year-Round Mini Bundts come in a variety of flavors. With Un-Iced Mini Bundts from Dawn, available in the three most popular flavors, you can spend less time doing the baking and more time decorating, and to take your design to the next level.