Aroma takes the Cake!

by Meline Beach


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    TORONTO, Ont. - We have turned the corner on harsh winter weather, and spring is here.

    Spring is a time of renewal and refreshment as nature comes back to life, giving friends and family the opportunity to spend more time outdoors. As we trade icicles for flowers and snow angels for pool loungers, the warmer weather brings sights and smells that brighten up our day. Smells of lavender, vanilla, citrus and eucalyptus are just a few of the familiar and inviting scents gifted to us by spring.

    Even though scents of nature fill the springtime air, some people may have too much on their to-do lists to truly relax and enjoy the outdoors. Armor All is now bringing the natural scents of spring directly into your car. The new Essential Blends air fresheners are infused with essential oil blends of lemon bergamot, eucalyptus mint, pink grapefruit, citrus pomegranate and vanilla lavender, giving you the scents of spring wherever you go.

    "The inspiration behind Essential Blends came from looking at the average person's daily to-do list and thinking of how we could make those little in-between moments relaxing," says Megan Currie, Spectrum Brands director of marketing for Armor All. "A lot of people are in their cars for a good portion of their day, whether they are commuting to work or doing errands. We wanted to transform that daily routine into a comforting experience."

    Essential oils are known for their refreshing and restorative properties. Helping to relieve headaches, relax the mind or even energize the body, the benefits from essential oils are endless.

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“Keep your display fresh, clean and never, ever run out of your top sellers,” says Van Beek. “Offer some variety–be it products, ingredients or regional preferences, know your customers’ purchasing habits and offer baked goods during those times of day.” With a small tray and dome, serving utensils or toothpicks and serviettes, Van Beek believes that a sampling program is an effective way to introduce a baked goods program at a relatively low cost. “A C&G retailer can enter the baked goods market at a low entry-level dollar value,” says Van Beek. “However, it’s extremely important that you never, ever offer stale product as you will not be able to recover from that loss of trust.”

The power of aroma can make your mouth water, change your mood and trigger thoughts and memories. The smell of baked goods, in particular, can make you feel calm, happy and hungry.


Key takeaways to a successful baked goods foodservice program:

Baked goods prepared from scratch or finished on-site fill stores with appetizing aromas and encourage impulse purchases. Therefore, merchandising baked goods as close to the coffee station or the checkout counter as possible makes good business sense.

The options of thaw and serve and freezer to oven products finished on site enable c-store owners/operators to participate in the baked goods category without the added labour of baking from scratch.

Know your clientele – what products they like and the time of day they shop and deliver a baked goods program that meets their needs. Offer a variety of individually-wrapped grab and go baked goods that look and taste great throughout the day, focus on top sellers, drop low sellers and consider ethnic or regional favourites.

Use tactics, such as bundling baked goods with coffee, or offer a “buy one, get one half off” promotion to help build customer traffic, enhance customer purchasing habits and consume your inventory before its expiration.

As with all food items, presentation, quality and food safety are paramount.