Entenmann’s Rebrands Individually-Wrapped Snacks as Baker’s Delights

Entenmann’s is transforming its line of Entenmann’s Minis to Entenmann’s Baker’s Delights, now a permanent addition to its portfolio of delicious products. Entenmann’s Baker’s Delights were developed to fit the busy lifestyles of consumers.

Grounded in consumer insights, the transition to Baker’s Delight’s was implemented to meet the needs of consumers within the sweet baked good snacking category and to ensure the name, branding and positioning reinforce the equity and heritage of the Entenmann’s brand to a new generation of consumers.

“As a brand founded by an authentic baker who took joy in baking for others, we wanted to ensure the new look and feel of Baker’s Delights remained true to the brand’s roots while allowing us to authentically connect with and be present in the everyday lives of our consumers,” said Catherine Danielowich, Senior Brand Manager at Entenmann’s. “The use of ‘baker’ in the name reinforces the brand’s heritage and high-quality products made with care, while “delights” emulates a positive taste experience and appreciation for those everyday moments where consumers are looking for a delicious, fresh, and convenient snack.”

In addition to a new name, logo and overall look and feel, Entenmann’s integrated NaviLens Technology on its retail boxes, which helps visually impaired people find products by hearing their name, nutrition and allergen information, allowing them to shop more independently.