Daily Insights

Cinnabon in the Oven

By: Mackenzie Baker | Sep 17, 2020

Cinnabon rolls out six new frozen goods at grocery stores across the U.S. Shoppers can choose from items like classic cinnamon rolls or savory breakfast biscuits to fulfill their food cravings. 

Cinnabon’s “Breakfast Creations Collection” marks one of its largest product ventures outside its classic restaurant locations. While the bakery brand is well-known for its mall and airport presence, shifting to grocery stores could help it reach more consumers. Particularly as airport and mall visits decline during the Coronavirus pandemic, increasing its grocery offering could help Cinnabon reach consumers where they are, according to a Gartner report on the topic. 

Cinnabon’s six new products fit savory and sweet cravings. For its savory treats, the brand released a Cheddar Roll Sausage and Egg Sandwich, Jalapeño Cheddar Sausage Bites, and a Cinnabiscuit Chicken Sandwich. The sweets selection includes Frosting-Filled CinnaPastries, Frosted Cinnasweet Swirls, and Caramel Pecan Ooey-Gooey Rolls. The products are available at several grocery stores and retailers, including Walmart. By offering a variety of products, Cinnabon could appeal to a wider array of shoppers, especially as sweet and salty snack sales increase during the pandemic and into the fall season. 

Cinnabon promoted its new treats on Twitter and Facebook with a short video showing off each new snack. The food brand used its signature hashtag, #LifeNeedsFrosting, to further advertise the snacks and appeal to social media followers. Cinnabon also dedicated a section of its website’s “grocery” tab to the new products for shoppers to peruse alongside other delectables including coffee K-cups and Breyers Cinnamon Ice Cream. Creating a dedicated grocery section on its website could keep the new products top of mind with shoppers the next time they visit a grocery store, which in turn could help Cinnabon gain additional sales. 

The frozen grocery snacks could be just the treat for grocery shoppers looking to fulfill a craving without having to visit a Cinnabon store. By expanding its make-at-home product line, Cinnabon could make up for lost store sales while taking advantage of the rise in grocery shopping during the pandemic.