Hostess Brands has announced the opening of a new Innovation Lab in Lenexa, Kansas, to bolster the company’s product development capabilities.
The Hostess Innovation Lab incorporates sensory booth, lab and focus group areas, and serves as a venue for the company to develop and then test new product prototypes.
Consumers insights reportedly inform the product development process via focus group sessions. Hostess Brands says that the data collected will enable it to quickly and efficiently bring to market ‘inventive, high-quality products that perform well on store shelves’.
The facility, which opened in mid-June, employs around 20 researchers, product testers and bakers.
“The Innovation Lab gives us the testing capabilities, analytics and market research insights we need to support innovation that meets consumer needs and expectations – such as the Hostess Hot Fudge Sundae CupCakes recently conceived and tested for early 2021 production,” said Darryl Riley, Hostess’s SVP of quality, food safety and R&D.
“The Innovation Lab expands our ability to accelerate the speed at which we bring new products to market, meanwhile deepening our innovation roster and ensuring that these newest additions to our brand portfolio are fan favourites for many years to come.
“For consumers, the Innovation Lab also provides a peek behind the curtain, as well as an opportunity to be a part of that process, demonstrating our commitment to consumer insight-based product invention.”
The US bakery company has expanded its portfolio in recent months with the introduction of new flavours to its Donettes and Coffee Cakes lines.
© FoodBev Media Ltd 2020