Ardent Mills, Antonina’s Gluten-Free Bakery share marketing, sales tips

Bringing enjoyment and purpose to the table are essential elements of successful merchandising practices and goals for today’s instore bakery.

Matthew Schueller, director, marketing insights and analytics, Ardent Mills, said supermarket bakeries can tap into today’s consumer preferences by focusing on ingredients and flavors that bring both enjoyment and purpose.

“More shoppers want bakery items that support their dietary goals, driving momentum for products made with whole grains, gluten-free options, added fiber and ancient grains. These ingredients boost nutrition while meeting expectations for foods that feel simple, natural and authentic.”

There’s also a growing appetite for global inspiration, he added. Latin-inspired sweet baked goods, for example, introduce new flavors and formats that spark curiosity and bring diversity to the bakery case.

And while sweet remains a cornerstone of bakery, savory is quickly emerging as the new frontier. Products that highlight hot and spicy notes, aromatic herbs or even the natural nutty and earthy flavors of grains themselves can provide a fresh and distinctive experience that satisfies evolving palates, Schueller said.

Donald DeMont, regional sales manager, Antonina’s Gluten-Free Bakery, is known for his strategic problem-solving approach. He consistently identifies overlooked market opportunities and delivers measurable business results.

The rivalry between sales and marketing often stems from conflicting goals, different performance metrics and poor communication. Sales teams are focused on revenue generation and closing deals, while marketing teams often focus on longer-term brand building and lead generation.

This dichotomy can lead to friction when marketing feels their efforts in market penetration and brand awareness aren’t appreciated, while sales teams feel that marketing isn’t providing enough support to close deals and grow sales.

Marketing may see salespeople as too focused on the short term for immediate gain.

“Marketing is a game of inches. Sales is a game of touchdowns,” DeMont said.

He advocates marketing and sales working closely together with a clearly designed flow: Who is responsible for nurturing a customer through the various stages of the process?

“Let’s meet in the middle,” DeMont said. “You can’t manage what you can’t measure.”

Another point made by the Antonina’s Gluten-Free Bakery executive is that — contrary to what some may believe — marketing comes before sales.

“Humans are visuals creatures. We shop with our eyes. Marketing and sales are all part of one big team, pulling the horse in the same direction.”

The power of flavor

Schueller said that for bakery, great taste isn’t just expected — it’s essential.

“Consumers want baked goods that deliver both physical and emotional satisfaction, making flavor a key driver of choice.”

Nostalgic flavors are having a comeback, offering comfort and familiarity while being reimagined in new ways that feel fresh and relevant.

And for those looking for something unexpected, mashup or “&” flavors are creating buzz. Blending complementary or even contrasting tastes brings excitement and gives consumers a reason to keep coming back for more.

Lindsey Morgan, senior director, marketing and innovation, Ardent Mills, said that Ardent Mills plays a hands-on role in helping instore bakeries meet today’s consumer expectations. That starts with providing high quality ingredients and maintaining strong, flexible supply chains so its customers can keep delivering fresh, consistent products.

“We offer a broad portfolio of traditional and application-specific flours — available in both conventional and organic formats — giving in-store teams the versatility they need to create everything from classic staples to innovative new items,” Morgan said. “Our goal is to make it easier for bakeries to bring the right products to market, in the right pack formats, to meet demand with confidence.”