The holiday season is a critical time for consumer packaged goods (CPG) brands, particularly in the baking category. As shoppers fill their carts with festive essentials, walnuts provide a versatile, premium ingredient that can help brands stand out in the crowded market. Whether incorporated into breads, baking mixes or sweet goods, walnuts meet the growing consumer demand for quality, flavor and nutritional benefits.
Here’s a closer look at how walnuts can shine in the CPG space this holiday season:
Breads with Walnuts
Breads are a holiday staple, from sweet loaves to savory rolls. Walnuts offer a natural way to elevate bread products, bringing texture, flavor and beneficial nutrients like omega-3 ALA (2.5g/oz) and fiber (2g/oz). One ounce of walnuts offers 18 grams of total fat, 2.5 grams of monounsaturated fat, 13 grams of good polyunsaturated fat. Brands can incorporate walnuts into both artisanal-style loaves and mass-market bread varieties, offering opportunities for premium positioning and innovation in traditional bread lines.
Product examples:
Cranberry Orange Walnut Bread, Crave.Taste.Eat
This loaf combines classic cranberry walnut bread with orange zest for a delicious riff on a holiday favorite. The large 1lb loaf makes it ideal for entertaining and crowded breakfast tables.
English Walnut and Apple Cinnamon Povitica, Wolferman’s Bakery
Pronounced “po-va-TEET-sa,” this Eastern European treat is delicious in any language! The secret to this holiday favorite is layers of crushed walnuts, honey, and butter. Serve it warmed after dinner with a glass of wine or tea, or on a holiday charcuterie board for an easy, guest-pleasing nosh.
Baking Mixes
Walnuts are a fantastic addition to bakery mixes, allowing CPG brands to provide consumers with convenience while maintaining a premium touch. Whether for cakes or muffins, the inclusion of walnuts can differentiate products in a crowded category and appeal to consumers looking for natural, wholesome ingredients. Holiday-specific flavors like cranberry walnut or pumpkin walnut can drive seasonal sales and repeat purchases.
Product examples:
Pumpkin Walnut Bread Mix, The Prepared Pantry
Unlike traditional pumpkin bread, this is not a sweet bread but a yeast bread! Loaded with pumpkin, molasses, brown sugar, and walnuts for a delightful crunch, this bread is great for sandwiches, french toast and bread pudding.
Everything but the Kitchen Sink Cookie Mix, Trader Joe’s
Simple to assemble, yet teeming with complex flavors and textures, thanks to walnuts, oats, chocolate chunks, coconut flakes and caramel bits. This brand is marketed as a limited-time offer, prompting consumers to grab a box before the holiday rush.
Sweet Goods/Desserts
Sweet goods and desserts see a sharp spike in demand during the holidays. Incorporating walnuts into commercial dessert offerings taps into consumer cravings for indulgence while offering a nutritious edge. In this category, walnuts add crunch, flavor and an upscale feel to products like cakes, cookies, baklava and brownies. Additionally, as health-conscious consumers seek out better-for-you dessert options, walnuts can provide a balance between indulgence and nutrition.
Product examples:
20 Walnut Snacklava, Dar Baklava
A newstalgic twist on a classic favorite. Premium walnuts, flour, sugar, butter, cornstarch and milk are combined to create a snackable treat.
Brownie-Style Cookies, Ona
Ready-to-eat, gluten-free, grain-free and paleo-friendly, these walnut-based chewy bites include honey, dark cocoa and coconut oil. Consumers simply have to open the resealable pouch to enjoy the melty essence of brownies in small cookie form.
The holiday season offers vast opportunities for walnut-based baking in the CPG market, particularly in the commercial space. Walnuts provide an exceptional balance of flavor, nutrition and versatility, making them an ideal ingredient across breads, bakery mixes, sweet goods and commercially baked products. As consumers gravitate toward premium, health-focused and clean label products, walnuts can help CPG brands cater to these preferences while capitalizing on holiday trends.
Products mentioned are for informational purposes only, and inclusion does not imply an endorsement.
