McKee Foods Corp. is launching single-serve premium muffins under the Little Debbie brand. The muffins will be available in banana nut and blueberry flavors and will be sold in convenience stores, beginning in September.
“Little Debbie is the number-one baked sweet goods brand in convenience stores and one of the leading brands of muffins in supermarkets and supercenters,” states Chuck Clevenger, Little Debbie Snacks product manager. “We are combining our expertise in muffins with the direct store service of our independent distributor network to grow sales and profits for the convenience store channel. The new muffins are designed specifically for the needs of the convenience store shopper looking for an on-the-go snack.”
Muffins are a $155 million dollar segment of the Baked Sweet Goods category in C-stores. Nielsen convenience store scanner data indicates modest declines in muffin unit and dollar sales for the 52 weeks ending June 7, 2014.
“The Little Debbie brand is known for making a positive impact on sales and profits when we enter a category,” states Clevenger. “We expect to turn around these category trends with Little Debbie Premium Muffins.”