A hybrid cake snack and candy bar is the new Hostess offering.
The first ground-breaking invention of the year, Kazbars, was unveiled by Hostess Brands, Inc. at the Consumer Analyst Group of New York conference in Boca Raton.
Hostess Kazbars are a “first-of-its-kind candy-bar-inspired innovation within the snack cakes market,” according to the brand, and they blend layers of smooth chocolate fudge, caramel, candy crunch, and soft chocolate cake. The bars have a drizzle on top and are coated in a deep chocolate flavor.
Daniel J. O’Leary, chief growth officer, stated during a presentation at CAGNY on February 22 that “with Kazbars, we have taken the best of Hostess, our iconic moist cake and creamy filling, and transformed them into a confection-inspired multi-textured layered snack bar with layers of gooey caramel, our chocolate fudge, and candy crunch.” “We are thrilled with the response that Kazbars have received from customers and see this as additional evidence of how Hostess can spur growth through innovation.”
According to Mr. O’Leary, 44% of the innovation increase in the category of sweet baked goods in 2022 was attributable to Hostess. He said that Baby Bundts and Bouncers were the pioneers of innovation. Kazbars has now set Hostess up for another successful year of innovation in 2023.
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According to Mr. O’Leary, Kazbars were first intended to be king-sized for convenience stores and a single individual use channel, but as the product developed, it became clear that it should be available in more areas.
“We actually showed it to kind of our multipack consumer for afternoon reward as we’re developing the product, and they liked it just as much,” he said. We so achieved a pleasant win-win situation there. Therefore, a great deal of in-depth consumer work lies beneath the occasions, but the occasions will offer the arena for sourcing.
There will be two types of Hostess Kazbars: triple chocolate and chocolate caramel. Grocery and mass merchants around the country will sell the sweet baked treats in 10-oz packs that hold eight individually wrapped 1.25-oz tiny bars. Additionally, 2.75-oz single, individually wrapped Kazbars will be available for purchase at convenience stores, supermarket stores, and mass merchants around the country. The item will go on sale in the middle of March.