Innovate
A Blast of Birthday in Every Bite

A Blast of Birthday in Every Bite

Rich’s trendy new “Birthday Party” lineup is just the answer for shoppers clamoring for cakes to mark celebratory occasions* and bring delicious excitement to everyday desserts! The platform of icing and cake products for the in-store bakery features Rich’s Birthday Party Bettercreme® Whipped Icing and Allen® Premium Confetti Uniced Cakes.

Birthday Party Bettercreme Whipped Icing is an enticing, fresh and fun flavor. Generous amounts of bright, multi-colored sequin sprinkles are mixed into the icing’s yellow cake-flavored, Perfect Finish® base resulting in a confetti look that is a clear winner among consumers!

Enhancing the exciting Birthday Party platform is the complementary Allen Confetti Cake, a classic, white cake base with the multi-colored sequin sprinkles baked in. A variety of consumer needs can be met with this celebration cake offering which comes in both 5-inch layers and cupcakes.

“‘Birthday Party’ in general is a hot theme, with retail sales skyrocketing for all types of the celebratory flavor, from candy and confections to ice cream and lip gloss,” said Courtney Erickson, Assistant Marketing Manager, Rich’s In-Store Bakery Division. “Our Birthday Party theme is a fun, aspirational platform that combines beloved elements of birthday parties – cake and confetti.

“Cake-flavored treats are increasingly appearing on menus, growing 200 percent from 2009 to 2010 alone,” explained Erickson. “The Birthday Party Bettercreme Whipped Icing is our answer to this huge consumer demand.” The Birthday Party offerings are part of Rich’s ongoing initiative to increase shopper satisfaction, penetration and purchase frequency at the in-store bakery. Recent Nielsen studies indicate “celebration” is by far the main consumer reason for purchasing decorated cake and cupcake products – especially among households with children. Rich’s promise to deliver at the highest level to its customers and their shoppers is evident in the celebratory Birthday Party icing and cake platform.