DMS Update

Belgian wholesale baker Holeki has a new tastebud tickler: mellow cakes. Our (packaging) designers, copywriters and online marketeers ensured the way this classic was presented was to the taste of retailers and consumers. The influencers were the icing on the cake. PACKAGING | DESIGN | INFLUENCERS Delicious packaging Holeki markets its mellow cakes under its Tarteletto house brand, a range of tarts and apple cakes with a long shelf-life, due to the innovative packaging technique. The ideal fridge snack. Sold in light and colourful packaging in line with the Tarteletto house style, mellow cakes are a great addition to the range. The six cakes are not vacuum packed like the tarts, so our WITHTARTELETTO MELLOWCAKES HOLEKI BOXCLEVER designers gave the packaging a special look, with a larger window at the top. This ensures that the fresh chocolate is front and centre, which helps the catch the eye of shoppers when displayed on the shelves. Print, press, online & social The retail trade was the first to be told about the new product. A press release, a product leaflet and adverts in a selection of food-related magazines spread the news, driving mellow cake demand. And the payoff was impressive. The cakes are now stocked in the patisserie departments of a host of supermarkets.We also took to Facebook to entice consumers to visit theTarteletto website and, of course, shops stocking mellow cakes. 8 UPDATE 54