TastyKake Brand Expands in West Coast Supermarkets

Philadelphia, PA-based Tasty Baking Co. said it is expanding distribution of its Tastykake brand to more than 400 Ralph's Grocery Co. stores and more than 350 stores owned by Vons (which is owned by Safeway). These are the No.1 and No.2 supermarket retailers in Southern California, respectively, Tasty Baking reports.

In the region, "Tasty's" distribution channel currently includes Core-Mark, International Inc., a top U.S. convenience store wholesaler , and G&A Snack Distributing Inc., which covers Southern California. As for chain supermarkets, Safeway is stronger in the northern area of the region and Albertson's is stocking the cakes in the southern portion of the region.

"We are excited about Tastykake's aggressive expansion in Southern California," said Dick Smith, vice-president and general manager of G&A. He said snack cakes were part of a "growing category" on the West Coast.

"We've experienced continued growth in the western region over the past three years. Now with the addition of these two leading West Coast grocery chains added to our distribution network, we look forward to continuing our aggressive strategy to grow this market and increase bakery category sales for all of our retail partners," said Kyle. Gary Kyle, vice-president of marketing and national sales for Tasty Baking.

Ralph's and Vons have been selling Tasty Baking products including Butterscotch Krimpets and Peanut Butter Kandy Kakes. New products will include Tropical Delights--cupcakes filled with papaya, guava, pineapple and coconut flavors that target the emerging, dominant Hispanic population in California.

Last week, Tasty baking signed a Hawaiian distribution deal that has products going to all Safeway stores and leading independent grocery stores. (See related article).

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Edited by Bob Sperber