Dewey’s Bakery takes its thin crispy cookies nationwide tapping into permissible indulgence trend

Dewey’s began in 1930 as a small, regional bakery in Winston-Salem, North Carolina that is still in operation today.

“I like to think of us as a 90-year-old startup,”Ellen Howse, Dewey’s chief marketing officer, to FoodNavigator-USA.

The company began to expand beyond its small-town regional fame when Chris Livengood, former President and CEO of Krispie Kreme, bought the company in 2006. Livengood had a vision to expand the Dewey name beyond retail.

“He was very focused on e-commerce and branded products. We’ve started to break into retail over the past five years.”‘ Howe said.

Over the past year, the brand has really improved with a nationwide launch in over 2,000 Safeway Albertsons stores and other retailers including Schnucks and Stop & Shop.

“It gives us a real national presence and I think that will be a game changer for us,”noted Howse, who added that many retailers are looking for ways to expand their biscuit set.

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“Retailers are really looking for new and different and relevant offers for their consumers. I think at the end of the day, cookies in particular are about unique flavors and textures. If it doesn’t taste good, nothing else really matters.” she said.

The fact that Dewey’s recipe for thin, crunchy biscuits didn’t vary much from his early baking times (with no artificial preservatives or other additives) has brought major benefits to consumers and retailers alike, Howse claimed.

The power of permitted enjoyment

Part of Dewey’s main appeal is that consumers feel like they’re still indulging without all of the guilt that usually comes with eating a handful of cookies.

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