Marta Cortés, Global Marketing Director of Europastry, reveals how Europastry continues to drive its expansion by investing in a new cookie production line at its Oldenzaal plant in the Netherlands, one of the most advanced in Europe
What are some of the most significant trends you’re observing in the American bakery segment, particularly for products like DOTS® and cookies?
Europastry is proud to be the leading doughnut manufacturer in Europe. Spain represents the largest market, with 35% of total doughnut consumption, followed closely by France, Germany, and the UK (Gira, 2023). For our DOTS® products, we’ve observed that they are primarily enjoyed during breakfast or snack times, either in the morning or afternoon. The trends we’re seeing revolve around premium DOTS® offerings, featuring unique flavours and standout toppings. Our latest product launches highlight these trends, with new DOTS® flavours and formats such as “Cuadradots®,” which are square-shaped and generously sized, and “Pop Dots®,” which showcase special fillings and toppings that make them truly distinct.
Our Ruth’s brand has also recently introduced products responding to the most significant trends in cookies, with a focus on ease of preparation, high-quality ingredients, and profitable flavours for businesses. For instance, our Scoop & Bake cookie dough is designed as a versatile base that allows customers to craft custom cookies or desserts. Cookie Pucks, an innovative pre-cut format, are ready to bake straight from the packaging—simply place them on a tray, and in just 10 minutes, enjoy fresh, American-style cookies. Additionally, our Cookie Ready line offers a thaw-and-serve solution featuring premium ingredients such as Belgian chocolate chips, plump raisins, and large oatmeal flakes, ideal for businesses seeking quick, quality offerings.
How does Europastry approach flavour innovation within its DOTS® and cookies ranges? Are there any recent flavours or variations that have become especially popular with consumers?
At Europastry, we place great importance on staying connected with the market to understand changing consumer preferences and meet those needs directly. To do this, we conduct regular studies and analyses of market trends. Over the past year, we’ve identified three primary flavour categories that are resonating with consumers: classic, creative, and healthy options. Many customers value convenience and indulgence, so products that reflect authentic, traditional recipes continue to be in high demand.
According to a Puratos study (2023), the most popular flavours include dark chocolate, milk chocolate, white chocolate, peanut butter, cinnamon, dulce de leche, and cheese. While classic flavours still dominate, consumers are increasingly open to experiencing new textures and exotic flavours from different parts of the world, along with more unconventional combinations. There’s also growing interest in limited edition products linked to specific events. We’ve introduced around 21 seasonal items this year, such as the “Dots Corazón®” for Valentine’s Day. Floral flavours are another trend gaining popularity; our “Dots Flor Yuzu®” reflects this with its yuzu jam filling, as yuzu—a well-known Asian citrus—boasts three times the vitamin C of lemons and brings a unique, refreshing taste.
How would you describe the key preferences of today’s consumers in the American bakery sector, specifically concerning product texture, flavour profiles, and portion sizes?
Today’s consumers tend to prioritise larger portions, bulk packaging, and pre-cut formats that make handling and preparation simpler, especially for businesses that value efficiency. To meet these preferences, we’ve introduced various products with these attributes, designed to make it easier for our clients to offer appealing, convenient options to their customers.
For instance, our Brookie and Brownie Walnut products embody the American Bakery trend, a category that has made a strong impact in the market. Brownies alone account for roughly 15% of sales within this sector, highlighting the demand for rich, indulgent desserts. Our range of DOTS® and PopDots® complements this segment, featuring trending flavours like matcha tea—a market projected to grow by 8% annually—and Biscoff® cookies, which have seen a 20% increase in Spanish households over the last year. This blend of classic and trend-setting flavours showcases Europastry’s commitment to satisfying diverse consumer preferences in the American bakery segment.
