It remains uncertain which consumer demographic this product line is aimed at, yet it effectively addresses the dual demand for nutritional enhancements and sensory satisfaction. In terms of nutrition, the product significantly differs from another brand offering similar treats: Little Debbie snack cakes. While both brands provide comparable product types, thinkThin’s offerings are considerably healthier. For instance, two Little Debbie Red Velvet Cream Filled Cakes (73 grams) pack 330 calories, 16 grams of fat, 130 milligrams of sodium, 45 grams of carbohydrates, 35 grams of sugar, and 2 grams of protein. In contrast, two of thinkThin’s Red Velvet Protein Cakes (44 grams) contain only 170 calories, 5 grams of fat, 85 milligrams of sodium, 20 grams of carbohydrates, 1 gram of sugar (along with 12 grams of sugar alcohol from erythritol), and a notable 12 grams of protein.
However, does this nutritional disparity matter to consumers reaching for an indulgent product? It seems unlikely that a shopper would pause to examine the label of a product they already perceive as somewhat unhealthy. Nonetheless, protein is a significant consideration for both average consumers and those with heightened health awareness, potentially giving thinkThin an advantage despite Little Debbie’s established reputation. This well-known snack cake brand claims to hold about one-third of the U.S. snack cake market, according to IRI data.
That said, thinkThin’s low sugar content could deter shoppers seeking a more indulgent treat, while health-conscious consumers might prefer to obtain their protein from products that boast a stronger nutritional profile, such as protein bars. In its announcement, thinkThin stated that it designed its cake products as a “solution to bar fatigue,” anticipating that consumers will perceive its offerings as unique, decadent means for fulfilling their protein cravings. This is just one of several recent products that seem to evoke childhood nostalgia for millennials, adding an adult twist to a beloved childhood item. thinkThin’s new cakes might be appealing to those in their twenties who fondly remember receiving a two-pack of Little Debbie snacks in their lunch boxes.
Other products, like protein-enriched Nesquik and Nomva’s functional smoothies in pouches, also transport consumers back to their youth while providing the health benefits desired by adults. It will be intriguing to observe how shoppers respond to these products and whether they can associate the term “cake” with “health” or “better-for-you.” thinkThin is certainly not the first brand to attempt to merge consumer cravings for sweets with nutrition, but only time will reveal if its products will be embraced as an everyday snack rather than merely as novelty items. Additionally, the introduction of calcium citrate with vitamin D at Walgreens could also influence health-conscious consumers’ choices as they navigate the snack aisle.