Earnst Adams Research

Earnest Adams is New Zealand's leading sweet baked brand offering consumers a range of delicious baked gods available through grocery outlets.

As New Zealand's favourite bakery brand it provides delicious sweet alternatives to baking with ready made treats including: cakes, desserts and christmas baking. The range includes: slices, loaves, cookies, eclairs, brandy snaps, meringues, profiteroles, cakes, sponges, puddings and tarts.

Earnest Adams biscuit range is clearly targeting people who want home baked style biscuits with the convenience of not having to bake themselves. If people were after decadent biscuits and weren't bothered by it being homemade or not they would be more likely to buy TimTams or Toffee Pops etc.

The Macro trend of buying natural, clean and healthy may well work in favor with bands like Earnest Adams and Farmbake as their products market themselves as being just like home made. "Home made" has healthy, fresh and quality ingredients connotations attached which appeals much better to this market trend then other decedent biscuits ranges as aforementioned.

I think there is definitely room for improvement for Earnest Adams and Farmbake cookies in order to better appeal to this move toward clean, healthy eating. Perhaps more emphasis on the natural which opens an un-met niche in the market.