Tasty Baking Signs Hawaii Distribution Deal

On June 1, Tasty Baking Co. will officially debut its products throughout the Hawaiian Islands in a distribution agreement with Hawaii Baking Co., Hawaii's largest baked goods supplier. Philadelphia-based Tasty Baking expects this will lead to its becoming the dominant brand of snack cakes in all Safeway and independent grocery stores on Hawaii's six prominent islands.

"Our move to the Hawaiian Islands represents another significant step for the company outside the continental United States," said Gary Kyle, vice- president marketing and national sales in a Monday announcement. He cited an aggressive brand expansion plan.

Hawaii Baking Co. will distribute ten of the company's signature products, which include Butterscotch and Jelly Krimpets, Peanut Butter Kandy Kakes, Cream-filled Chocolate and Buttercream Cupcakes, Papaya, Pineapple and Coconut Tropical Delights.

Similar to an existing Tasty Baking distribution arrangement with Holsum Baking Co. of Puerto Rico, Hawaii Baking Co. will receive Tastykake products frozen and then thaw, code and deliver the product fresh.

"With improvements made to the packaging materials we now use on all Tastykake products, we are better able to maintain the quality and freshness… while building our national sales distribution base," said Kyle.

Hawaii Baking Co. will begin distribution "on all of our routes to every Safeway and independent grocery store on the six islands we serve," said Joseph Trisari, executive vice-president and managing director for Hawaii Baking. "We will begin distributing the Tastykake family packs and then look to add other varieties in the near future."

Click here for additional articles on Tasty Baking.

Edited by Bob Sperber