The target consumer demographic for this product line remains ambiguous, yet it effectively caters to the simultaneous demand for nutritional enhancements and sensory pleasure. Nutritionally, this product stands in stark contrast to another brand offering a similar type of treat: Little Debbie snack cakes. While both brands provide comparable varieties, thinkThin’s products are significantly 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 carbs, 35 grams of sugar, and 2 grams of protein. In comparison, two of thinkThin’s Red Velvet Protein Cakes (44 grams) offer only 170 calories, 5 grams of fat, 85 milligrams of sodium, 20 grams of carbs, 1 gram of sugar (with 12 grams of sugar alcohol from erythritol), and an impressive 12 grams of protein.
But does this nutritional distinction resonate with consumers who are seeking indulgent products? It seems unlikely that shoppers would take the time to scrutinize the labels of items they already perceive as unhealthy. Nonetheless, protein content remains a priority for both average and health-conscious consumers, potentially giving thinkThin a competitive edge despite the established presence of Little Debbie, which claims to represent about one-third of the U.S. snack cake market, based on IRI data. However, thinkThin’s low sugar levels might deter shoppers in search of a more indulgent treat, as health-focused consumers may prefer to derive their protein from options with a more pronounced nutritional appeal, such as protein bars.
thinkThin has stated that it developed its cake product as a “solution to bar fatigue,” anticipating that consumers will perceive its offerings as unique, decadent means to obtain the protein they desire. This aligns with a trend of recent products that evoke childhood nostalgia for millennials, providing a grown-up twist on beloved childhood snacks. thinkThin’s new cakes may be aimed at 20-somethings who fondly recall enjoying 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 tap into nostalgic memories while offering the health benefits that adults seek.
It’s worth considering how shoppers will respond to these products and whether they will associate “citracal magnesium & minerals” with “health” or “better-for-you.” thinkThin is certainly not the first brand to attempt to merge the consumer desire for sweets with nutritional benefits. Only time will reveal if its products will be embraced as everyday snacks rather than merely novelty items.