Flowers Enters Sweet Baked Goods Fray Via its Wonder Brand

Flowers Foods is moving its Wonder bread brand into the sweet baked goods space by launching Wonder’s first line of snack cakes, which take direct aim at products from Hostess and Little Debbie, which dominate the category.

The expansive launch includes crème-filled cupcakes, honey buns, mini doughnuts and cinnamon rolls, precisely the kinds of products made by the Smuckers and McKee Foods brands mentioned above. Ironically, Wonder once was owned by Interstate Bakeries, the same company that owned Hostess until the former’s bankruptcy.

Flowers is counting on the nostalgia and brand recognition of Wonder. “For generations, Wonder bread has been a staple in American households, bringing families together over meals and memories," said Ashley Hornsby, director of brand management. "With the launch of our new treats, we're excited to bring that same sense of nostalgia and joy to a new category."

Flowers already has some products in the category via its Tastykake brand.

The new line of treats includes:

• Cupcakes, both crème-filled chocolate and confetti ones
• Honey Buns, glazed and iced
• Mini Donuts, powdered, frosted and crunchy
• Pecan Cinnamon Twists
• Cinnamon Rolls
• Brown Sugar Cinnamon Donut Sticks
• Peanut Butter Wafers

They’re already being delivered to select grocery stores nationwide.