HAVI Helps Bakery Cook Up New Packaging for Freshly-Baked Bundt Cakes

HAVI helped a commercial bakery to figure out how to efficiently serve freshly baked Bundt cakes that remained warm upon purchase. With HAVI’s expertise in the food service industry, they were able to identify a material capable of being frozen and heated at high temperatures. 

CASE STUDY FOCUS: PACKAGE DESIGN

Cooking Up New Packaging: HAVI Helps Bakery Meet QSR Request to Offer Freshly-Baked Bundt Cakes in Restaurants

HAVI helps a commercial bakery meet its customer’s request to offer a new menu item that is baked fresh daily in its restaurants by designing an FDA-approved, disposable tray that can be frozen, baked and recycled after use.

 

Challenge

A commercial bakery partnered with a leading quick service restaurant (QSR) to develop a new Bundt cake product offering that could be baked fresh daily in the chain’s restaurants and served warm to customers. The bakery created a recipe and was working with the QSR to develop a system whereby raw ingredients would be shipped to individual restaurants so crews could prepare batter and bake the cakes on reusable metal pans. They determined that this approach would cause ingredient proliferation at the restaurants, and require significant storage space, extensive labor to clean and sanitize pans after use, and upfront capital to purchase the metal pans. Additionally, the bakery would need to train restaurant crews on how to prepare and portion the batter. The bakery and QSR wanted to find a better, easier way to achieve the QSR’s goal of offering consumer’s a freshly baked cake product in its restaurants.

 

Solution

The bakery and QSR looked for help from HAVI, a global leader in packaging, supply chain services, marketing and supply chain analytics, merchandising planning and promotions management, and waste, recycling and sustainability, with deep expertise in the foodservice industry.

HAVI worked with one of its strategic suppliers to find a material that could be frozen and then baked at high temperatures. They identified Crystalline Polyethylene Terephthalate, or CPET, and developed an FDA-approved disposable tray from this material, featuring six Bundt-shaped cavities.

They designed the trays so they would work on the bakery’s production line, making it possible for the bakery to fill the cavities with batter, freeze the trays and ship them to the QSR’s restaurants, where crew members could insert the trays into ovens and bake the cakes on a daily/as-ordered basis. Once the cakes were baked, crew members could easily remove them from the trays, add icing or powdered sugar toppings and serve them to customers.

HAVI considered the sustainability of the trays during design and development, knowing this was important to both the bakery and QSR. Whereas CPET containers used in foodservice are often black, HAVI chose to leave the trays the natural color of the resin (which happens to look white) instead of adding black colorant. Not only did this strengthen the material and reduce costs of production, it made the trays more acceptable for mixed recycling programs; it also enhanced the perception among crew members that they were cleaner and more likely to be recyclable.

HAVI understood the bakery’s needs and the challenges it faced in meeting its customer’s request. HAVI also recognized the challenges of sourcing, storing and mixing ingredients in restaurants and was able to design a solution—a disposable/ recyclable, pre-filled baking tray—that met the needs of the bakery and QSR. Most importantly, consumers were afforded a consistent experience (even color, portion size and flavor, “right bake”) every time they ordered the cake. Today, two bakeries (three locations) have commercialized the Bundt tray and 2,500 restaurants are offering the Bundt product on their menus.

 

Benefits

  •  Efficiency – A disposable CPET tray that could be filled at a bakery, frozen, shipped and baked onsite streamlined production and enabled a QSR to offer individual freshly baked cakes in its restaurants, without having to source, store or mix ingredients and clean reusable baking pans.
  • Sustainability – By eliminating black colorant in the resin, HAVI ensured the CPET tray could be included in most mixed recycling programs. Sustainability was also promoted with fully optimized case, pallet and truck utilization from supplier to the bakeries, and elimination of the primary and secondary packaging that would accompany raw materials shipped to restaurants if dough was produced on site, as well as the water use that would be required to clean permanent metal pans.
  • Consistency – Consumers experienced consistent cake flavor and appearance each time they ordered the product and in every restaurant that offered the item.
  • User-Focused Design – The intricate design of both the cake cavities and the tray radii went through multiple iterations to ensure the cake appearance and the performance of the tray on production lines were “just right”.