Nestlé and Dawn Foods sign EMENA region bakery deal including KitKat muffins

A key deal has been signed between Nestlé Professional and Dawn Foods in a co-branding venture for bakery ranges including cookies and KitKat-topped muffins, in the EMENA Region (Europe, Middle East & North Africa), reports Neill Barston.

As Confectionery Production has previously covered at Gulfood Manufacturing, the territory has seen significant market growth in recent years, despite present market turbulence over coronavirus.

According to the two businesses, the long-term agreement will see  Dawn Foods will create unique recipes and a range of high-quality bakery products, made with ingredients from Nestlé.

Both companies see this partnership as a good opportunity to link Nestlé’s most loved confectionery branded ingredients with the top-quality ingredients of Dawn Foods.

“We are delighted about this partnership with Dawn Foods, which will allow us to bring to our consumers new innovative experiences with our confectionery brands. We selected Dawn Foods as our EMENA partner because of the high quality of their bakery products, their capability to convey our brands experiences to the consumers, and their leading position in the sweet bakery industry”, says Vincent de Clippele, Head of Nestlé Professional EMENA.

The first product launched will be a quality muffin with the KITKAT ingredients taste, filled with milk chocolate and richly covered with KitKat topping. To make them instantly recognisable to consumers, the muffins are wrapped in branded “Made with KITKAT” cups and will be supported with in-store promotional materials.

“The muffin made with KITKAT is the result of Dawn Foods’ market leadership in American pastry and the strengths of Nestlé’s confectionary brands which gives the unique KITKAT product taste experience. Dawn Foods and Nestle Professional have agreed a long-term commitment to co-design new bakery products that carry the essence of the brand by combining state of the art bakery mixes with the best branded ingredients”, says Steven Verweij, president, Europe & AMEAP, Dawn Foods.

The co-branded products will be available for bakery channels, quick service restaurants and other locations across Europe, Middle East & North Africa regions.

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