Australian Bakels has built a reputation for producing high-quality and versatile products for the sector.
But the Australian arm of the global company is now adding a new trajectory to its continuing expansion, venturing into fresh markets with a new line of spreads.
“We’re currently expanding beyond our traditional bakery focus and branching out into a wider range of market,” said marketing coordinator and account manager at Australian Bakels, Kristen Kuan.
“Our goal is to develop products that can be applied across multiple sectors, like ice cream, yogurt, and even savoury foods.”
A new approach to spreads
Australian Bakels has built its reputation in the world of baking, but this latest product innovation signals an expansion of their portfolio solutions.
The company has introduced the new range of spreads to tap into current flavour trends around pistachio, hazelnut, and speculoos biscuit.
These products, which contain whole nuts and authentic ingredients, are designed to be more than just a basic spread or topping.
“These spreads are highly versatile For example, they can be melted down and drizzled over ice cream, used in smoothies or milkshakes, or spread on toast. The range of applications is broad, and that’s something that makes them appealing to customers in various industries,” said Kuan.
This versatility was a key reason why Australian Bakels decided to develop the spreads and market them across a variety of sectors. The company’s expansion strategy is rooted in introducing its brand to new markets while still honouring its core customer base.
“We’re a bakery-centric company, well-known in the baking industry, and we will continue to market products towards that sector. But we’re also creating products that can be used in other applications, not just bakery items,” said Kuan.
Trends drive innovation
Australian Bakels’ decision to develop these spreads was backed by expansive market research, a key element to the company’s product development approach.
Kuan said a core company initiative, called the “Food Safari,” involved the Australian Bakels teams visiting cafes, bakeries, and food outlets to observe what flavours were trending in the marketplace.
“We noticed pistachio is huge right now. It’s popping up everywhere, not just in bakery products but also in ice cream and other categories. Seeing these flavours out in the market validated our product development efforts,” she said.
The Food Safari uncovered flavours like pistachio, hazelnut (both chocolate and white chocolate varieties), and speculoos, were on the rise.
Speculoos had gained traction due to its spiced biscuit profile, making it a good fit for the current flavour climate.
“It’s not tied to any specific brand, which makes it more flexible for us,” said Kuan.
“This gives our customers more options without having to deal with licensing fees or brand restrictions, like those associated with some of the existing products in the market.”
Beyond flavour, the key to the success of company’s new spread line is its dedication to quality and local production. Kuan highlighted that the spreads contain real pistachios, hazelnuts, and biscuit crumbs, ensuring a rich and genuine flavour profile.
“We use whole nuts and authentic ingredients, not just flavourings or pastes. This is what sets our products apart,” she said.
While many pistachio spreads are simply ground pistachios mixed with sugar, Australian Bakels’ offering is fat-based, which improves shelf life and makes it more suitable for large-scale use.
Understanding customer needs
As a B2B company, Bakels doesn’t sell directly to consumers, but instead focuses on supplying manufacturers, wholesalers, and cake decorators with the ingredients they need.
According to Kuan, the company gathers valuable insight from sales teams, customers, and market research to ensure its meeting demand.
“We have a dedicated team called the Development and Application Team, which is essentially our R&D team. They receive briefs from sales or customer requests. From there, we create formulations, conduct tests, and develop samples,” she said.
Once the product is finalised, it undergoes further testing, including factory trials, to ensure it can be produced at scale. Feedback from customers is always incorporated before a product is launched to market.
The spreads are also designed with bulk buyers in mind, offering large pack sizes, like six-kilo pails, that are suitable for businesses.
“Most pistachio spreads on the market are sold in small jars, but we cater to the wholesale market, where larger quantities are in high demand,” said Kuan.
The company’s ability to offer different packaging sizes, from smaller two-kilo pails to massive 1,000-kilo containers, ensures that they can meet the varying needs of their customers.
“We also offer portion-controlled packaging options like piping bags for customers who need convenience and easy handling,” added Kuan.
While Bakels’ spreads have already garnered attention, the company is only just beginning to tap into their potential.
Kuan revealed that the official launch of these products is slated for February, aligning with the company’s internal sales conference.
“We’re excited about expanding the range to include more flavours in the future, though we don’t know exactly what those will be yet. We’re always looking at market trends and customer feedback to guide our next steps,” said Kuan.
Whether it’s enhancing ice cream, innovating in smoothies, or creating the perfect topping for a savory dish, these spreads are poised to make an impact across a variety of sectors.
“The versatility of these spreads is a key selling point, and that’s something that really excites us about what’s to come,” said Kuan.