Today’s consumers are looking to fill their grocery carts with food made from clean, natural ingredients. As a result, big brands are modifying their products in hopes of winning over health-conscious consumers, and the baking aisle is no exception.
“A trend that has really burst out in the last year is what I’ve been calling the ‘better baking trend,’” explains Kara Nielsen, a food trendologist and professionally trained baker. “This makes a ton of sense, when you consider a lot of the baking mixes, jarred frosting, and other items in the baking aisle are very family centered. Kids are the main consumer in many cases.”