The ongoing pandemic has caused a number of restaurants, cafes and bakeries to shut their doors, and has left many people stuck at home, craving the coziness and comfort of something homemade, but with a convenient spin. Between managing kids’ schooling, WFM and Zoom happy hours, who has time to make a cake from scratch. Also, with more time on their hands consumers are willing to explore previously uncharted cooking endeavors (sourdough bread, anyone?)
Since the first stay-at-home orders last March, the baking industry has seen a surge in sales. But in a category dominated by Ms. Betty Crocker, the Pillsbury Dough Boy, Sir Duncan Hines and the like, is there room for smaller brands to shine? The answer: overwhelmingly YES. Countless new-to-market brands are taking a stronghold over the OG power players by catering to niche diets, using sustainable ingredients and upping the Instagramability of their products. Here are just a few we’ve got in our carts.