Woolworths launched the Hidden Centre Cupcakes range in October 2009 in response to the global cupcake trend. Woolworths had already established a strong presence in the retail cupcake market and wanted to extend this further. These are adult sized cupcakes to compete against specialised confectionery options available via the internet or small distinctive coffee shops and bakeries. It all started with a one week trip to the UK last year when Marisa Botma, the NPD Manager at Foodcorp Speciality Division, accompanied the Woolworths Bakery management team. They visited bakery suppliers and retail stores, and took note of what was available, what ingredients were used, how the products tasted and began to formulate a plan of what would work here in SA.
Once the brief was clear, the development team could swing into action. Botma manages a team of dedicated development specialists at the Spartan plant, which includes a full time cost accountant. They have a very well developed procedure to control the projects from the first kitchen trial to the launch production. The dates of the critical path analysis need to be adhered to and this relies on excellent communication between themselves, their production and the client, Woolworths. Each step has to be signed off by the relevant parties and in this way the process is controlled and focussed.
One of the challenges in the critical path is finding appropriate ingredients, knowing what the ultimate goal is. Woolworths, for example, maintains a policy of using only natural colourants (or at least no azo dyes) and no preservatives. which is not yet the industry norm. This can mean special production runs for one application only, or importing the requirements, all of which can add cost to the final product.
Fifer’s emphases a commitment to the homemade concept of the final products. In the case of the fillings, Fifer’s Bakery decided to make their own lemon curd and caramel from fresh ingredients. Only the strawberry sauce is made by a third party and as the viscosity is thinner than the other two it is the most tricky to work with. All suppliers are generally on the Woolworths approved list of A category suppliers or they need to be approved before any launch.
Once the concept cupcakes were ready, packaging of the fragile product had to be attended to. Working with a supplier who understands their needs and turn around times, Botma’s team gave them 16 cupcakes to design a skillet. They quickly reverted with a handmade sample of a specialised tray with a hinged lid with four domes to protect the icing and decoration while showing the product to its best advantage on the shelf. Following approval of this sample, time had to be factored into the critical path for the manufacture of the packaging moulds. At the same time the factory trials could proceed as the actual packaging is only needed for the pre-launch production trial. Technically the most difficult part of such a launch is the conversion from the small kitchen scale to the factory.'
Cooperation between the development team and the production staff and the training thereof is of paramount importance. Fifers have been producing cupcakes for some years so they already have a skilled group of ladies in this section of the production plant. The product developers train the factory staff on the specifics for the new product and then guide them and ultimately stand by to answer questions as the launch production proceeds.
The dough is hand piped into paper cases standing in the trays. Once baked in rotary ovens and cooled, the cupcakes are placed four in each skillet to avoid further handling. The product is all laid out on large stainless steel tables for their unique decoration. They are first injected with a filling of either lemon curd, caramel or strawberry sauce. This is done by hand and requires a delicate touch to ensure the filling does not squeeze through the bottom of the cake but is immersed in the centre. Thereafter each cupcake is iced and then topped with coloured butterflies, shimmer balls, mini marshmallows or a drizzle of caramel; depending on the variant.
One can only admire these ladies who work with their piping bags like true artists with a paintbrush as the emphasis is all on visual appeal. They are clearly very proud of what they do and so too is their production manager, Kate Nkambule. Vanessa Moore was recently appointed the technical manager for this plant and she is overall responsible for the production, quality and food safety systems. The plant is running 24 hours a day and seven days a week to keep up with demand for bread and cakes. This necessitates a lot of shift workers which means larger numbers for training.
The daytime production is crated and despatched by 4 pm the same day to the Woolworths distribution centre in Midrand. From the Spartan factory product is also sent directly to Kwazulu-Natal. In this case, the night shift production is loaded in the morning for the trip to the coast.
To satisfy the sweet tooth in the Western Cape, these cupcakes are also produced by Compass Bakery in Kommetjie,Cape Town. Due to the effect of altitude on baking and the possibility of regional suppliers, all the factory trials have to be carried out at the alternate production location. This attention to detail is what adds to the success of these various launches. Many products are being developed for seasonal events such as Easter and Christmas, Valentine’s Day and Mother’s Day and each time the whole process has to be followed to ensure ongoing achievements for both Woolworths and their key suppliers.
Choices, choices, choices...
