E-commerce website launched for Flowers

Flowers Food recently introduced a new website to gain consumer feedback on its latest creations, to extend its business beyond the bread aisle.

The new, e-commerce website – www.creationsbyflowerfoods.com – enables direct orders and delivery of trial products in order to gauge interest, collect sales data and gain consumer feedback. Insights gathered from this will determine if and how new products are launched more broadly.

“Our test-and-learn process for new product innovation relies heavily on valuable feedback from our consumers,” explained Joe Ewell, Vice President of Innovation at Flowers. “We want to hear what they like and what they don’t so we can ensure we are bringing the absolute best products to market.”

Items on the website are the result of Flowers’ innovation group, which was first established in 2021 and tasked with accelerating the development of innovative, new products. The first products to be tested in the market as part of this effort include Dave’s Killer Bread Organic Snack Bars and Protein Bars and Nature’s Own Breakfast Pastries.

Earlier this year, Flowers invested in Base Culture, a brand offering better-for-you, gluten-free sliced breads and baked goods. The partnership and investment enabled Base Culture to grow distribution, scale marketing and bolster existing manufacturing capabilities.

The investment was well suited for Flowers, as its saw its values as being aligned with the brand.

“Flowers shares Base Culture’s values of putting people first, refusing to compromise on quality and taste, and driving action with insights. Together, we are committed to reaching more consumers around the country with Base Culture’s cleanly-formulated, high-quality and delicious products,” explained Jordann Windschauer, Founder and CEO of Base Culture. “We are eager to partner with Flowers and leverage over a century of industry expertise as we embark on our next phase of growth.”

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920
Email: editor@in-bakery.com

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