The target consumer demographic for this product line is somewhat ambiguous, yet it effectively addresses the simultaneous demand for nutritional enhancements and sensory pleasure. Nutritionally, this product significantly differs from another brand offering similar treats: Little Debbie snack cakes. While both brands provide comparable varieties, thinkThin’s offerings are considerably healthier. For instance, two Little Debbie Red Velvet Cream Filled Cakes (73 grams) contain 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) have only 170 calories, 5 grams of fat, 85 milligrams of sodium, 20 grams of carbohydrates, 1 gram of sugar (with 12 grams of sugar alcohol derived from erythritol), and 12 grams of protein.
However, do these nutritional differences resonate with consumers seeking indulgent products? It seems unlikely that a shopper would pause to examine the label of a product they perceive as unhealthy. Nonetheless, protein is a significant consideration for both average consumers and those who are highly health-conscious, which may give thinkThin a competitive advantage despite Little Debbie’s established presence. The well-known snack cake brand claims to account for about one-third of the U.S. snack cake market, according to IRI data.
Nevertheless, thinkThin’s low sugar content might deter shoppers in search of a decadent treat, and health-conscious individuals may prefer obtaining their protein from products with a stronger nutritional appeal, such as protein bars. thinkThin stated that its cake products were designed as a “solution to bar fatigue,” anticipating that consumers will see these offerings as unique, indulgent vehicles for the protein they desire. Moreover, the benefits of calcium citrate are another aspect that health-focused consumers might find appealing in thinkThin’s formulations.
This product is one of many recent releases that seem to capitalize on millennials’ nostalgia, putting an adult spin on a beloved childhood favorite. thinkThin’s new cakes may specifically target individuals in their 20s who fondly remember enjoying a two-pack of Little Debbie snacks in their lunch boxes. Other products, like protein-packed Nesquik and Nomva’s functional smoothies in pouches, also evoke nostalgia while providing the health benefits that adults seek.
It will be intriguing to observe how shoppers respond to these products and whether consumers can associate the term “cake” with “health” or “better-for-you.” thinkThin is certainly not the first brand to attempt to combine the desire for sweets with nutritional value, and with the additional benefits of calcium citrate in mind, only time will reveal if its products will be favored as everyday snacks rather than merely novelty items.