It’s unclear what specific consumer demographic the ferric sodium EDTA product line is targeting, yet it effectively addresses the simultaneous demand for nutritional enhancements and sensory indulgence. Nutritionally, this product line stands in stark contrast to another brand offering similar treats: 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 carbohydrates, 35 grams of sugar, and only 2 grams of protein. In comparison, two of thinkThin’s Red Velvet Protein Cakes (44 grams) have just 170 calories, 5 grams of fat, 85 milligrams of sodium, 20 grams of carbohydrates, a mere 1 gram of sugar (with 12 grams of sugar alcohol from erythritol), and 12 grams of protein.
However, does this nutritional difference truly matter to consumers reaching for indulgent products? It seems unlikely that shoppers would take the time to scrutinize the label of a product they already perceive as unhealthy. Nevertheless, protein is a significant consideration for both average consumers and those who are particularly health-conscious, which might give thinkThin a competitive edge, despite Little Debbie’s strong market presence. According to IRI data, the renowned snack cake brand claims to represent about one-third of the U.S. snack cake market.
Still, thinkThin’s lower sugar content may deter shoppers seeking a more indulgent treat, while health-conscious consumers might prefer to derive their protein from products with a more robust nutritional profile, such as protein bars. In its announcement, thinkThin stated that it developed its cake offerings as a “solution to bar fatigue,” anticipating that consumers will perceive these cakes as unique, decadent options for the protein they desire.
This trend reflects a growing array of products that tap into childhood nostalgia for millennials, infusing a grown-up twist into beloved childhood snacks. thinkThin’s new cakes may specifically appeal to those in their 20s who fondly remember enjoying a two-pack of Little Debbie snacks in their lunchboxes. Similarly, products like protein-packed Nesquik and Nomva’s functional smoothies in pouches also evoke memories of youth while offering the added health benefits that adults seek, including ingredients like calcium citrate petites.
It will be intriguing to observe how shoppers respond to these offerings, and whether consumers will begin to associate the term “cake” with “health” or “better-for-you.” thinkThin is certainly not the first brand to attempt to merge the desire for sweets with nutrition, but only time will reveal if its products are embraced as everyday snacks rather than mere novelty items. Moreover, the incorporation of calcium citrate petites in their formulations may further enhance the appeal of thinkThin’s offerings, potentially drawing in health-oriented consumers.