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Baking and Dessert Mixes - US - January 2011

In FDMx outlets, the baking and dessert mixes market grew 5% during 2005-10, and when adjusted for inflation, yielded a 7% deficit. The plight of the market is perhaps further exacerbated when considering the recession instigated an 11% sales boost from 2007-09. Ultimately, the market’s maturity inhibits significant growth and product innovation is necessary to stimulate interest. Meanwhile, competition from in-store bakeries (ISBs) and alternative markets consistently challenges sales.

This report aims to help companies that compete in this sector make informed decisions in tailoring marketing messages to varied consumers, launch new products that are timely and on trend, as well as identify strategies that can help invigorate sales in this mature market. Some of the specific issues on which this report provides insights and answers include:

  • The size of this mature market, and its potential for growth
  • The opportunities for growth in the baking and dessert mixes category, including customizable mix innovations
  • The influence of recession on consumer behavior, and in turn, on market sales
  • The effect of demographic shifts on the industry, with particular focus on age and households with children
  • Discussion of health and wellness trends as they influence consumer behavior and impact usage of baking and dessert mixes, and innovations that are reaching these shoppers
  • Understanding the challenges imposed by competitive sources such as ISBs and refrigerated dough, and the effects on baking and dessert mixes
  • How leading companies and brands (including private label) are performing in a recently declining market
  • The most prevalent claims in the last several years that are behind innovation including “better for you” (BFY), convenience and premium positioning
  • Marketing and promotional strategies by leading suppliers, and how they are navigating a highly segmented market with products targeting a broad spectrum of consumers
  • Understanding who the baking and dessert mix consumer is in households, as well as usage, and brand/frequency comparisons by key demographic profiles
  • A new assessment of consumer attitudes and opinions of baking and dessert mix, including how they use them, what drives purchases, innovations of interest, and what may appeal to the lighter users of these products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Recession provides a respite from declining sales
                        • Influential demographics—age and households with children
                          • Health and wellness trends deter market sales
                            • Consumer choice in RTE baked goods creates competition
                              • Leading segments aren’t expected to perform well during 2010-15
                                • Supermarkets are leading baking and dessert mix retailer
                                  • General Mills and Kraft account for half of FDMx sales
                                    • Baking and dessert mix innovations and innovators
                                      • Attitudes and behaviors of the baking and dessert mix consumer
                                      • Insights and Opportunities

                                        • Overview
                                          • Insight: Core demographics
                                            • Opportunities exist to dually meet interests of both groups
                                              • Spinning health and wellness
                                                • Customizable innovation
                                                • Inspire Insights

                                                    • Trend: Minimize Me
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Recession provides impetus for market growth
                                                          • Market outlook: Stagnant sales
                                                            • Sales and forecast of baking and dessert mixes
                                                              • Figure 1: Total FDMx sales of baking and dessert mixes, at current prices, 2005-15
                                                              • Figure 2: Total FDMx sales of baking and dessert mixes, at inflation-adjusted prices, 2005-15
                                                            • Fan-chart forecast
                                                                • Figure 3: Total FDMx sales of baking and dessert mixes, with fan-chart forecast, 2005-15
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • Recession provides boost to baking mix sales
                                                                    • Figure 4: Consumer Sentiment Index, March 2007-November 2010
                                                                  • Rising food prices favor at-home dining
                                                                    • Figure 5: Consumer price index for food, November 2008-November 2010
                                                                    • Figure 6: Strategies for dealing with recessionary pressures, by household income, October 2009
                                                                  • Health and wellness concerns deter sales
                                                                    • Figure 7: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                    • Figure 8: Interest in food/diet trends, February 2010
                                                                  • Aging population not favorable for baking and dessert mixes
                                                                      • Figure 9: Population aged 18 or older, 2005-15
                                                                    • Kids vital to category sales
                                                                        • Figure 10: Households by presence of children, 1998-2008
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Modern-day convenience perceptions favor competitive markets
                                                                          • Figure 11: Number of occasions that consumers recently purchased baked items, September/October 2010
                                                                        • In-store bakery—quality, variety
                                                                          • Packaged goods—convenience, portability
                                                                            • Foodservice—impulse purchases
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Smaller segments deliver strong growth
                                                                                  • Sales of baking and dessert mixes, by segment
                                                                                    • Figure 12: FDMx sales of baking and dessert mixes, by segment, 2008-10
                                                                                • Segment Performance—Cake/Cupcake/Pie Mixes

                                                                                  • Key points
                                                                                    • Competition from bakeries and foodservice limit demand for mixes
                                                                                      • Sales and forecast of cake/cupcake/pie mixes
                                                                                        • Figure 13: FDMx sales of cake/cupcake/pie mixes, at current prices, 2005-15
                                                                                    • Segment Performance—Pudding and Gelatin Mixes

                                                                                      • Key points
                                                                                        • Convenience undermines healthy halo and value proposition
                                                                                          • Sales and forecast of pudding and gelatin mixes
                                                                                            • Figure 14: FDMx sales and forecast of pudding and gelatin mixes, at current prices, 2005-15
                                                                                        • Segment Performance—Brownie Mixes

                                                                                          • Key points
                                                                                            • An all-American classic
                                                                                              • Sales and forecast of brownie mixes
                                                                                                • Figure 15: FDMx sales and forecast of brownie mixes, at current prices, 2005-15
                                                                                            • Segment Performance—Bread and Muffin Mixes

                                                                                              • Key points
                                                                                                • Muffin mixes dominate segment sales
                                                                                                  • Sales and forecast of bread and muffin mixes
                                                                                                    • Figure 16: FDMx sales and forecast of bread and muffin mixes, at current prices, 2005-15
                                                                                                • Segment Performance—Pancake/French Toast/Waffle Mixes

                                                                                                  • Key points
                                                                                                    • The inexpensive meal: breakfast or dinner
                                                                                                      • Sales and forecast of pancake/French toast/waffle mixes
                                                                                                        • Figure 17: FDMx sales and forecast of pancake/French toast/waffle mixes, at current prices, 2005-15
                                                                                                    • Segment Performance—Other Mixes

                                                                                                      • Key points
                                                                                                        • The emergence of dessert bar mixes
                                                                                                          • Sales and forecast of other mixes
                                                                                                            • Figure 18: FDMx sales and forecast of other mixes, at current prices, 2005-15
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Supermarkets dominate retail sales
                                                                                                              • Sales of baking and dessert mixes, by channel
                                                                                                                • Figure 19: Total U.S. FDMx sales of baking and dessert mixes, by channel, 2008 and 2010
                                                                                                              • Supermarket/food stores’ sales of baking and dessert mixes
                                                                                                                • Figure 20: Supermarket/food stores’ sales of baking and dessert mixes, at current prices, 2005-10
                                                                                                              • Other retailers’ sales of baking and dessert mixes
                                                                                                                  • Figure 21: Other retailers’ sales of baking and dessert mixes, at current prices, 2005-10
                                                                                                              • Retail Channels—Natural Supermarkets

                                                                                                                • Key points
                                                                                                                  • Natural baking mixes still perceived as less than wholesome
                                                                                                                    • Sales of baking mixes in the natural channel
                                                                                                                      • Figure 22: Natural supermarket sales of baking and pudding and gelatin dessert mixes, at current prices, 2008-10
                                                                                                                      • Figure 23: Natural supermarket sales of baking and pudding and gelatin dessert mixes, at inflation-adjusted prices, 2008-10
                                                                                                                    • Natural channel sales by segment
                                                                                                                      • Figure 24: Natural supermarket sales of baking and pudding and gelatin dessert mixes, by segment, 2008 and 2010
                                                                                                                    • Leading brands
                                                                                                                      • Figure 25: Selected natural supermarket brand sales of baking and pudding and gelatin dessert mixes, 2008 and 2010
                                                                                                                    • Natural channel sales by organic content
                                                                                                                      • Figure 26: Natural supermarket sales of baking and pudding and gelatin dessert mixes, by organic content, 2008 and 2010
                                                                                                                    • Natural channel sales by gluten-free content
                                                                                                                      • Figure 27: Natural supermarket sales of baking and pudding and gelatin dessert mixes, by gluten-free content, 2008 and 2010
                                                                                                                  • Leading Companies

                                                                                                                    • Key points
                                                                                                                      • Continental Mills—finding a niche
                                                                                                                        • Private label faring better than dessert and baking mix brands
                                                                                                                          • FDMx sales of baking and dessert mixes by manufacturer
                                                                                                                            • Figure 28: Manufacturer FDMx sales of baking and dessert mixes in the U.S., 2009 and 2010
                                                                                                                        • Brand Share—Cake/Cupcake/Pie Mixes

                                                                                                                          • Key points
                                                                                                                            • Betty Crocker continues growth in core cake mix lines
                                                                                                                              • The yin and the yang: Duncan Hines Decadence and Snack Size
                                                                                                                                • Manufacturer and brand sales of cake/cupcake/pie mixes
                                                                                                                                  • Figure 29: Selected FDMx brand sales of cake/cupcake/pie mixes, 2009 and 2010
                                                                                                                              • Brand Share—Pudding and Gelatin Mixes

                                                                                                                                • Key points
                                                                                                                                  • Jell-O dominates segment sales, but sales are down
                                                                                                                                    • Manufacturer and brand sales of pudding and gelatin mixes
                                                                                                                                      • Figure 30: Selected FDMx brand sales of pudding and gelatin mixes, 2009 and 2010
                                                                                                                                  • Brand Share—Brownie Mixes

                                                                                                                                    • Key points
                                                                                                                                      • Brands promoting indulgence and minis both find growth
                                                                                                                                        • Manufacturer and brand sales of brownie mixes
                                                                                                                                          • Figure 31: Selected FDMx brand sales of brownie mixes, 2009 and 2010
                                                                                                                                      • Brand Share—Bread and Muffin Mixes

                                                                                                                                        • Key points
                                                                                                                                          • Sales of leading manufacturers falter as the supply chain grows
                                                                                                                                            • Manufacturer and brand sales of bread and muffin mixes
                                                                                                                                              • Figure 32: Selected FDMx brand sales of bread and muffin mixes, 2009 and 2010
                                                                                                                                          • Brand Share—Pancake/French Toast/Waffle Mixes

                                                                                                                                            • Key points
                                                                                                                                              • Aunt Jemima holds steady, Krusteaz and Hungry Jack show growth
                                                                                                                                                • Manufacturer and brand sales of pancake/French toast/waffle mixes
                                                                                                                                                  • Figure 33: Selected FDMx brand sales of pancake/French toast/waffle mixes, 2009 and 2010
                                                                                                                                              • Brand Share—Other Mixes

                                                                                                                                                • Key points
                                                                                                                                                  • Betty Crocker and Bisquick top brands
                                                                                                                                                    • Manufacturer and brand sales of other mixes
                                                                                                                                                      • Figure 34: Selected FDMx brand sales of other mixes, 2009 and 2010
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                    • Key points
                                                                                                                                                      • Product innovations
                                                                                                                                                        • Convenience
                                                                                                                                                          • Diet and health
                                                                                                                                                            • Premium
                                                                                                                                                              • Figure 35: Top 10 claims on baking and dessert mixes product launches, 2005-10
                                                                                                                                                            • Product innovators
                                                                                                                                                              • Figure 36: Private label versus name brand baking and dessert mixes product launches, 2005-10
                                                                                                                                                              • Figure 37: Top companies and brands with product launches across baking and dessert mixes, 2005-10
                                                                                                                                                          • Marketing Strategies

                                                                                                                                                            • Overview
                                                                                                                                                              • General Mills’ Betty Crocker
                                                                                                                                                                  • Figure 38: Bettycrocker.com monthly visits, December 2009-November 2010
                                                                                                                                                                  • Figure 39: Betty Crocker Sugar Cookie Mix television ad, November 2010
                                                                                                                                                                • Pinnacle Foods’ Duncan Hines
                                                                                                                                                                    • Figure 40: Duncan Hines Moist Deluxe television ad, April 2010
                                                                                                                                                                    • Figure 41: Duncanhines.com monthly visits, December 2009-November 2010
                                                                                                                                                                • Baking and Dessert Mix Usage

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Recent baking and dessert mix purchases
                                                                                                                                                                      • Figure 42: Baking and dessert mix purchases in the last three months, by age, September/October 2010
                                                                                                                                                                      • Figure 43: Baking and dessert mix purchases in the last three months, by household income, September/October 2010
                                                                                                                                                                      • Figure 44: Baking and dessert mix purchases in the last three months, by presence of children, September/October 2010
                                                                                                                                                                    • Household usage of baking and dessert mixes
                                                                                                                                                                      • Figure 45: Household usage of baking and dessert mixes, September/October 2010
                                                                                                                                                                    • Usage of various baking and dessert mixes
                                                                                                                                                                      • Figure 46: Usage of dry pancake and waffle mixes, by age, April 2009-June 2010
                                                                                                                                                                      • Figure 47: Usage of dry cake mixes, by age, April 2009-June 2010
                                                                                                                                                                      • Figure 48: Usage of dry brownie mixes, by age, April 2009-June 2010
                                                                                                                                                                    • Attitudes toward baking and dessert mixes
                                                                                                                                                                      • Figure 49: Attitudes toward baking and dessert mixes, by age, September/October 2010
                                                                                                                                                                      • Figure 50: Attitudes toward baking and dessert mixes, by household income, September/October 2010
                                                                                                                                                                  • Product Attributes That Drive Purchases

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Premium is the most important attribute
                                                                                                                                                                        • Figure 51: Product attributes that drive purchases, September/October 2010
                                                                                                                                                                        • Figure 52: Product attributes that drive purchases, by age, September/October 2010
                                                                                                                                                                      • Influence of nutritional info on purchases
                                                                                                                                                                        • Figure 53: The influence of nutritional info on labels, by age, September/October 2010
                                                                                                                                                                        • Figure 54: The influence of nutritional info on labels, by household income, September/October 2010
                                                                                                                                                                      • Brand loyalty and private labels
                                                                                                                                                                        • Figure 55: Brand loyalty and private labels, by age, September/October 2010
                                                                                                                                                                        • Figure 56: Brand loyalty and private labels, by household income, September/October 2010
                                                                                                                                                                        • Figure 57: Brand loyalty and private labels, by presence of children, September/October 2010
                                                                                                                                                                    • Habits of the Baking and Dessert Mix Consumer

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Incidence of purchase for all types of baked items
                                                                                                                                                                            • Figure 58: Number of occasions that consumers recently purchased baked items, September/October 2010
                                                                                                                                                                            • Figure 59: Number of occasions that consumers recently purchased baked items, by gender, September/October 2010
                                                                                                                                                                          • High-frequency baking mix users also most likely to use competitive products too
                                                                                                                                                                              • Figure 60: Number of occasions that consumers recently purchased baked items, by age, September/October 2010
                                                                                                                                                                              • Figure 61: Number of occasions that consumers recently purchased baked items, by household income, September/October 2010
                                                                                                                                                                              • Figure 62: Number of occasions that consumers recently purchased baked items, by presence of children, September/October 2010
                                                                                                                                                                            • The appeal of RTE items over mixes
                                                                                                                                                                                • Figure 63: Appeal of RTE items over mixes, by gender, September/October 2010
                                                                                                                                                                                • Figure 64: Appeal of RTE items over mixes, by age, September/October 2010
                                                                                                                                                                            • Why Lighter Users Don’t Buy More Often

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Diet and health factors leading deterrent for baking mix purchase
                                                                                                                                                                                  • Figure 65: Deterrents among lighter users, by gender, September/October 2010
                                                                                                                                                                                  • Figure 66: Deterrents among lighter users, by age, September/October 2010
                                                                                                                                                                                  • Figure 67: Deterrents among lighter users, by household income, September/October 2010
                                                                                                                                                                              • Baking and Dessert Mix Innovations of Interest

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Baking mix innovations consumers want to see
                                                                                                                                                                                    • Figure 68: Baking and dessert mix innovations of interest, September/October 2010
                                                                                                                                                                                    • Figure 69: Baking and dessert mix innovations of interest, by age, September/October 2010
                                                                                                                                                                                    • Figure 70: Baking and dessert mix innovations of interest, by household income, September/October 2010
                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                    • Pinchers
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Pokers
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Loafers
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                              • Figure 71: Baking mixes clusters, October 2010
                                                                                                                                                                                                              • Figure 72: Baking and dessert mix purchases in the last three months, by baking mixes clusters, October 2010
                                                                                                                                                                                                              • Figure 73: Product attributes that drive purchases, by baking mixes clusters, October 2010
                                                                                                                                                                                                              • Figure 74: Number of occasions that consumers recently purchased baked items, by baking mixes clusters, October 2010
                                                                                                                                                                                                              • Figure 75: Attitudes toward baking and dessert mixes, by baking mixes clusters, October 2010
                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                              • Figure 76: Baking mixes clusters, by gender, October 2010
                                                                                                                                                                                                              • Figure 77: Baking mixes clusters, by age group, October 2010
                                                                                                                                                                                                              • Figure 78: Baking mixes clusters, by household income, October 2010
                                                                                                                                                                                                              • Figure 79: Baking mixes clusters, by race, October 2010
                                                                                                                                                                                                              • Figure 80: Baking mixes clusters, by Hispanic origin, October 2010
                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Baking and dessert mix usage by Experian Simmons Food Lifestyle segment
                                                                                                                                                                                                                    • Figure 81: Usage of dry cake mixes, by food lifestyle segment, April 2009-June 2010
                                                                                                                                                                                                                    • Figure 82: Usage of dry brownie mixes, by food lifestyle segment, April 2009-June 2010
                                                                                                                                                                                                                    • Figure 83: Usage of dry pancake and waffle mixes, by food lifestyle segment, April 2009-June 2010
                                                                                                                                                                                                                  • Recent baking and dessert mix purchases
                                                                                                                                                                                                                      • Figure 84: Baking and dessert mix purchases in the last three months, by gender and age, September/October 2010
                                                                                                                                                                                                                    • Influence of nutritional info on purchases
                                                                                                                                                                                                                      • Figure 85: The influence of nutritional info on labels, by gender and age, September/October 2010
                                                                                                                                                                                                                    • Innovative interests
                                                                                                                                                                                                                        • Figure 86: Baking and dessert mix innovations of interest by gender and age, September/October 2010
                                                                                                                                                                                                                    • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                        • Overview of baking and dessert mixes
                                                                                                                                                                                                                          • Cake/cupcake/pie mixes
                                                                                                                                                                                                                            • Consumer insights on key purchase measures – cake/cupcake/pie mixes
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 87: Brand map, selected brands of cake/cupcake/pie mixes buying rate, by household penetration, 2010*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 88: Key purchase measures for the top brands of cake/cupcake/pie mixes, by household penetration, 2010*
                                                                                                                                                                                                                                • Brownie mixes
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—brownie mixes
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 89: Brand map, selected brands of brownie mixes buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 90: Key purchase measures for the top brands of brownie mixes, by household penetration, 2010*
                                                                                                                                                                                                                                      • Muffin mixes
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 91: Brand map, selected brands of muffin mixes buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 92: Key purchase measures for the top brands of muffin mixes, by household penetration, 2010*
                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                            • Figure 93: Baking and dessert mix purchases in the last three months, by race/Hispanic origin, September/October 2010
                                                                                                                                                                                                                                            • Figure 94: Product attributes that drive purchases, by race/Hispanic origin, September/October 2010
                                                                                                                                                                                                                                            • Figure 95: Number of occasions that consumers recently purchased baked items, by race/Hispanic origin, September/October 2010
                                                                                                                                                                                                                                            • Figure 96: Deterrents among lighter users, by presence of children in the household, September/October 2010
                                                                                                                                                                                                                                            • Figure 97: Baking and dessert mix innovations of interest, by race/Hispanic origin, September/October 2010
                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                          • American Bakers Association (ABA)
                                                                                                                                                                                                                                          • American Heart Association, Inc.
                                                                                                                                                                                                                                          • American Institute of Baking (AIB)
                                                                                                                                                                                                                                          • American Institute of Food Distribution
                                                                                                                                                                                                                                          • American Medical Association (AMA)
                                                                                                                                                                                                                                          • American Society of Baking (ASB)
                                                                                                                                                                                                                                          • Bob's Red Mill Natural Foods
                                                                                                                                                                                                                                          • Chelsea Milling Company
                                                                                                                                                                                                                                          • Continental Mills Inc
                                                                                                                                                                                                                                          • Dr Oetker
                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                                                          • Food Institute
                                                                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                                                                          • General Mills Inc
                                                                                                                                                                                                                                          • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                          • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                          • Häagen-Dazs
                                                                                                                                                                                                                                          • Hershey Company, The
                                                                                                                                                                                                                                          • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                          • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                          • McNeil Consumer Nutritionals UK Ltd
                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                          • Pamela's Products Inc.
                                                                                                                                                                                                                                          • Pepsi-Cola North America
                                                                                                                                                                                                                                          • Pillsbury
                                                                                                                                                                                                                                          • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                          • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                          • Quaker
                                                                                                                                                                                                                                          • Signature Brands LLC
                                                                                                                                                                                                                                          • Snoqualmie Gourmet
                                                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                          • TGI Friday's
                                                                                                                                                                                                                                          • The American Institute of Baking (AIB)
                                                                                                                                                                                                                                          • The Ghirardelli Chocolate Company
                                                                                                                                                                                                                                          • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                          • The J. M. Smucker Company
                                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                                          • University of Michigan, The
                                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                          • Weight Watchers International Inc.
                                                                                                                                                                                                                                          • Whole Foods Market Inc
                                                                                                                                                                                                                                          • Williams-Sonoma, Inc
                                                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                                                          Baking and Dessert Mixes - US - January 2011

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