Play Up The Handcrafted Appeal
Handcrafted or artisanal appeal is another way to build hyper indulgence and premiumization in a baked good.
In recent years, we have seen this trend really come to life through the popularity of kitchen sink cookies and “naked cakes”. Cookies no longer need to be dotted with perfectly shaped inclusions and cakes no longer need to be frosted smoothly to perfection. Rustic or “paint-like” strokes of buttercream, or no buttercream at all, can create a cake that looks truly handmade- and therefore, more superior.
Consumers agreed with this sentiment in our proprietary research study. When provided with the statement, “Premium cookies containing chocolate products do not have to be perfect. They can have an irregular or non-uniform appearance.” 69% of North American consumers agree1.