HORSHAM, PA — Entenmann’s, a Bimbo Bakeries USA (BBU) brand, announced it will be using modified packaging for many of its full-sized products due to supply chain disruption caused by Hurricane Ida.
The clear cellophane window that has showcased its donuts, cookies and cakes for decades will be temporarily replaced by a photo of the baked goods. Additionally, some Entenmann’s Danishes will be in clear clamshell packaging.
The shift is a response to severe flooding in an Entenmann’s facility in the Valley Forge, PA, area, which was caused by a dam bursting nearby during the hurricane. The event destroyed 5,000 tons of packaging inventory and caused critical damage to the equipment that produced the cartons and boxes. This has had serious implications throughout the brand’s entire supply chain, from the bakeries to the delivery drivers, and caused a brief disruption in product availability.
“Our goal is to ensure our consumers can continue to enjoy their favorite Entenmann’s products,” said Jason Amar, director of marketing at Entenmann’s, BBU. “Designing and printing the classic Entenmann’s boxes with the window is a specialized solution. Modifying the packaging to a windowless option and clamshells offers the fastest way to get products back on the shelf.”
The action also protects the livelihood of hundreds of individuals throughout the sweet baked goods supply chain, including ingredient suppliers and retailers, many of whom were also impacted by Hurricane Ida in the Northeast.
Although the packaging is different, the group was adamant that the recipe is still the same.
“Rest assured that the products have not changed,” Amar said. “Your delicious favorites have the same great taste, and the modified packaging will have no impact on freshness or quality.”
The new packages will hit shelves starting this week and last through at least the end of the year.
