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Expanded distribution, innovation and larger pack sizes are supporting Donettes' U.S. retail growth.
Donettes outpaced the weak convenience channel, while SJM expects segment margin gains in fiscal 2027.
The J. M. Smucker Company (SJM - Free Report) is seeing momentum in its Hostess Donettes brand, as its Sweet Baked Snacks business faces challenges. In first-quarter fiscal 2027, segment net sales declined 7% year over year, reflecting prior-year SKU rationalization and weakness in the convenience channel, partly offset by U.S. retail growth.
Donettes stood out in U.S. retail channels, where Sweet Baked Snacks net sales rose in the low single digits, driven by double-digit growth for Donettes. Expanded distribution, innovation and improving base-business trends contributed to this performance, reflecting SJM’s focus on Donettes.
The company is widening the brand's reach through retail relationships while building on innovations, including Donettes Churro Mini Donuts and a new sharing-size offering. Larger pack sizes perform well and show faster purchase cycles than traditional sizes, supporting opportunities to increase consumption and offer consumers greater value.
The convenience channel, however, remains challenging as traffic stays under pressure. Even despite this, Donettes continues to outperform the broader sweet baked goods category in the channel. Its performance reflects the brand's relevance in morning snacking, when consumers seek quick, convenient and satisfying options.
Donettes' retail growth and relative strength in convenience stores offer encouraging signs for Smucker's efforts to stabilize Sweet Baked Snacks. Still, the segment's sales decline shows that gains for one brand have yet to translate into a broader turnaround. Smucker continues to focus on strengthening Donettes across channels and expects segment profit margin improvement in fiscal 2027 year over year.
FLO & JJSF Focus on Bakery Recovery
Flowers Foods, Inc. (FLO - Free Report) is navigating a challenging bakery environment while seeing encouraging momentum in select cake offerings. In second-quarter 2026, Flowers Foods' net sales declined 4% year over year amid weaker volumes and competitive pressures. However, FLO's Wonder cake business gained 60 basis points of unit share while improving dollar share. Flowers Foods generally maintained its share in the cake category, supported by Wonder's performance. The company continues to prioritize innovation, stronger in-store execution and distribution opportunities to improve performance across its bakery portfolio.
J&J Snack Foods Corp. (JJSF - Free Report) is focusing on innovation and distribution expansion to strengthen its snack and bakery operations. In third-quarter fiscal 2026, J&J Snack Foods' net sales declined 6.2% year over year, with anticipated bakery sales reductions accounting for more than half of the decline. However, JJSF's Retail segment posted 1.7% sales growth, supported by higher promotional activity. Meanwhile, modest churro growth was offset by weakness in cookies and handhelds. J&J Snack Foods expects new churro business to begin shipping in the fourth quarter.
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Can J.M. Smucker's Hostess Donettes Drive a Broader Recovery?
Key Takeaways
The J. M. Smucker Company (SJM - Free Report) is seeing momentum in its Hostess Donettes brand, as its Sweet Baked Snacks business faces challenges. In first-quarter fiscal 2027, segment net sales declined 7% year over year, reflecting prior-year SKU rationalization and weakness in the convenience channel, partly offset by U.S. retail growth.
Donettes stood out in U.S. retail channels, where Sweet Baked Snacks net sales rose in the low single digits, driven by double-digit growth for Donettes. Expanded distribution, innovation and improving base-business trends contributed to this performance, reflecting SJM’s focus on Donettes.
The company is widening the brand's reach through retail relationships while building on innovations, including Donettes Churro Mini Donuts and a new sharing-size offering. Larger pack sizes perform well and show faster purchase cycles than traditional sizes, supporting opportunities to increase consumption and offer consumers greater value.
The convenience channel, however, remains challenging as traffic stays under pressure. Even despite this, Donettes continues to outperform the broader sweet baked goods category in the channel. Its performance reflects the brand's relevance in morning snacking, when consumers seek quick, convenient and satisfying options.
Donettes' retail growth and relative strength in convenience stores offer encouraging signs for Smucker's efforts to stabilize Sweet Baked Snacks. Still, the segment's sales decline shows that gains for one brand have yet to translate into a broader turnaround. Smucker continues to focus on strengthening Donettes across channels and expects segment profit margin improvement in fiscal 2027 year over year.
FLO & JJSF Focus on Bakery Recovery
Flowers Foods, Inc. (FLO - Free Report) is navigating a challenging bakery environment while seeing encouraging momentum in select cake offerings. In second-quarter 2026, Flowers Foods' net sales declined 4% year over year amid weaker volumes and competitive pressures. However, FLO's Wonder cake business gained 60 basis points of unit share while improving dollar share. Flowers Foods generally maintained its share in the cake category, supported by Wonder's performance. The company continues to prioritize innovation, stronger in-store execution and distribution opportunities to improve performance across its bakery portfolio.
J&J Snack Foods Corp. (JJSF - Free Report) is focusing on innovation and distribution expansion to strengthen its snack and bakery operations. In third-quarter fiscal 2026, J&J Snack Foods' net sales declined 6.2% year over year, with anticipated bakery sales reductions accounting for more than half of the decline. However, JJSF's Retail segment posted 1.7% sales growth, supported by higher promotional activity. Meanwhile, modest churro growth was offset by weakness in cookies and handhelds. J&J Snack Foods expects new churro business to begin shipping in the fourth quarter.