KANSAS CITY, MO — Cakes created with clean labels, healthier options and smaller sizes appeal to consumers seeking a celebratory snack.
Here’s how producers are innovating to provide customer solutions and meet consumer demand.
Innovation has been the foundation of Buffalo, NY-based Rich Products’ business since it founded the world’s first non-dairy whipped topping. That spirit of innovation continues across every category, including its cake and dessert portfolios.
“Working hand-in-hand with expert food scientists within our research, innovation and compliance team, as well as highly skilled technical consultants and culinarians, we create deliciously exciting cake solutions across all formats,” said Ann Boyd, director of Desserts CBU at Rich Products. “From un-iced and signature-ready items to fully finished cakes, these products are brought to life in our manufacturing facilities, combining state-of-the-art technology with the expertise of skilled, dedicated associates.”
Rich’s cakes are primarily packaged in base and dome formats, visually showcasing the product. They are frozen for distribution, which allows in-store bakeries to keep displays stocked with cakes tailored for a wide variety of consumer occasions, without the need for additional labor.
Blending automation and handcrafted artistry facilitates production of premium-quality cakes. Boyd explained that a team of expert cake decorators and culinary chefs collaborate closely with Rich’s customers to provide training on product handling across cake and icing solutions, including advanced cake decorating techniques and merchandising strategies.
Richmond, CA-based Rubicon Bakers, a premium, clean-label and scratch-baked manufacturer of fresh bakery products, manages three bakery brands featuring cakes, cupcakes and bites, alongside B2B and private-label solutions. Rubicon’s brands offer conventional, vegan and gluten-free products.
“We pride ourselves on being 100 percent clean-label, but not using preservatives is challenging for cake and cupcake manufacturing,” said Sebastian Siethoff, CEO of Rubicon Bakers. “Clean ingredients is the ‘bullseye’ benefit of our brands. Our products are made entirely of fresh, whole ingredients such as eggs, flour, milk, butter and cocoa.”
Much of Rubicon’s branded production is semi-automated. Batters and icings are mixed using Hobart and Tonelli mixers, and the batters are deposited into pans and baked in tunnel or rack ovens. Operators hand-assemble and hand-finish the cakes, applying icing between layers and on the sides and top. Some cakes are finished with toppings such as sprinkles or streusel.
“Decoration and finishing adds complexity,” Siethoff said. “The more product-bespoke ingredients are used, the more complex the manufacturing tends to be. Our semi-automated model allows us to produce at scale efficiently, while also retaining the ability to deliver bespoke, handcrafted products.”
On lines producing more traditional and B2B products such as cake layers in different formats and flavors that its customers can finish on-site, Rubicon relies more on automation.
“Our products are packaged manually and shipped frozen to our customers and distributors,” Siethoff said. “Products are then slacked out in the bakery and offered for sale with a shelf life from anywhere between five to 21 days.”
Extending the shelf life of bakery items while considering increased demand for cleaner labels is a constant balancing act. The moisture content within cake products greatly impacts shelf life. For Rubicon’s products, retaining moisture depends mostly on the batter formulation.
“We do a lot of shelf-life testing because our customers are always trying to extend it to avoid spoilage,” Siethoff said. “Retaining moisture, extending shelf life, reducing spoilage and getting more turns on the product is a constant battle in our industry.”
This story has been adapted from the April | Q2 2025 issue of Commercial Baking. Read the digital edition here.
