To consider how to best adjust the organic ingredients in the recipe, we fully immersed ourselves in the brand essence so that we could develop a new formulation to meet their audience’s needs. At Miss Jones Baking Co., the focus was on providing a more wholesome cake that you make in the home. The brand wanted to give customers permission to take the time to work together as a family and bake together. With that brand essence in mind, The Helmsman Group focused on innovating on the existing ingredients to find more stable organic ingredients to create the desired “lift”
Evaluating the existing formulation of Miss Jones Baking Co.’s recipes, we re-sourced key ingredients such as the high protein flour and leavener to improve the lift of the product. Because organic ingredients in cake mixes often have limitations to the level of lift they can get compared to non-organic ingredients, The Helmsman Group needed to develop a leavener and flour that could “double-act” to get the level of rise and shelf life that customers expect. Focusing on the key properties of mainstream conventional category leaders, we could replicate attributes of the recipes by incorporating alternate organic ingredients that yielded enhanced crumb structure. This shift in formulation meant that the flavors of the original recipe would also be impacted. Using our understanding of the brand’s focus on simple, good-tasting, and Southern flavors, as well as our understanding of organic ingredients, we were able to develop a new formula that fully encompassed Miss Jones Baking Co.’s brand.