How Entenmann’s Packaging Pivot is Keeping its Products on Retail Shelves
No packaging materials? No problem! For Bimbo Bakeries USA, damages caused by Hurricane Ida prompted the food manufacturer to temporarily introduce modified packaging to store shelves in order to minimize disruption to its Entenmann’s donuts, cookies and cake products.
The clear cellophane "window" that has showcased its donuts, cookies and cakes for decades will be temporarily replaced by a photo of the sweet baked goods inside. Some Entenmann's Danishes will be in clear clamshell packaging.
There is no change to any of the products, but why this subtle change to the boxes? It is in response to a material supply disruption caused by Hurricane Ida.
On Sept. 1, 2021, a dam burst near the Valley Forge, PA, facility that produces Entenmann's packaging, severely flooding the facility. The event destroyed 5,000 tons of packaging inventory and caused critical damage to the machinery that produces the cartons and boxes. The emergency had serious implications throughout the entire Entenmann's supply chain – from the bakeries that produce the sweet baked goods to those who deliver them fresh to retailers every day – and caused a brief disruption in product availability.
"Our goal is to ensure our consumers can continue to enjoy their favorite Entenmann's products," said Jason Amar, director of marketing at Entenmann's, Bimbo Bakeries USA. "Designing and printing the classic Entenmann's boxes with the window is a specialized solution. Modifying the packaging to a windowless option and clam shells offers the fastest way to get products back on the shelf."
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The quick actions by the company also protects the livelihood of hundreds of individuals throughout the sweet baked goods supply chain, from the ingredient suppliers to the retailers, many of whom were also adversely impacted by Hurricane Ida in the Northeast.
As Americans experience shortages of consumer goods, including grocery, Entenmann's creative response is a welcome change to empty shelves.
"Rest assured that the products have not changed," said Amar. "Your delicious favorites have the same great taste, and the modified packaging will have no impact on freshness or quality."
The modified packaging will hit shelves starting this week and last through at least the end of 2021.