Liling liu

MAR 100 – B050

Professor Buckler

November 30,  2023

     Among the various pitches presented in Season 15, Episode 7 of Shark Tank, the Yum Crumbs pitch by Delson Jeanvilma particularly resonated with me. This pitch stood out not only due to the innovative nature of the product but also because of the clear passion and vision behind it.

The Compelling Pitch of Yum Crumbs

The Yum Crumbs pitch was a captivating blend of enthusiasm and clear market understanding. Jeanvilma presented his product as a unique dessert topping, differing from traditional toppings with its non-crunchy, cookie-sprinkle-like texture. This distinction caught the Sharks’ attention and mine as well, as it addressed a specific gap in the dessert toppings market.

Product Concept and Market Gap

Yum Crumbs is presented as a versatile, gourmet dessert topping. Its array of flavors(over 20), including birthday cake, apple pie, and chocolate peanut butter, offers a wide choice for consumers. Unlike typical crunchy toppings, its unique texture fills a gap in the market, providing a new sensory experience for dessert enthusiasts.

Simplifying the Culinary Process

This product simplifies the process of enhancing desserts, making it an easy choice for both professional chefs and home bakers. Its versatility means it can be used on a variety of desserts, from ice creams to pancakes, thereby reducing the need for multiple different types of toppings.

Beyond Desire: The Need for Yum Crumbs

Yum Crumbs goes beyond being a desirable product to being a needed one, especially in settings where culinary creativity and efficiency are paramount, such as in bakeries, ice cream shops, and restaurants. It’s not just a topping; it’s a tool for culinary innovation, making it an essential item for those in the food industry.

Positioning Yum Crumbs in the Market

Based on its characteristics, Yum Crumbs straddles the line between a shopping product and a specialty product. While it can be a deliberate purchase for culinary enthusiasts and professionals (specialty), it also fits into the shopping product category for regular consumers comparing different dessert topping options.

To effectively position Yum Crumbs in the market, a dual strategy could be employed:

• Branding: For the specialty market, branding should focus on the gourmet and unique aspects of the product. This can include storytelling elements in marketing, emphasizing the product’s ability to bring professional-grade culinary creativity into one’s kitchen.
• Packaging: Eye-catching, descriptive packaging is crucial. It should clearly communicate the product’s unique texture and variety of flavors, potentially using color coding or imagery that reflects each flavor’s essence.
• Digital Marketing: Leveraging its Shark Tank appearance, Yum Crumbs can use digital platforms to reach a broader audience, using targeted ads and social media strategies to engage both regular consumers and culinary professionals.
• Ingredient Transparency and Adaptation: Reflecting on consumer trends towards healthier and more sustainable ingredients, Yum Crumbs could consider reformulating to incorporate preferred oils and natural ingredients, enhancing its appeal to health-conscious consumers.The current use of soybean oil, palm & kernel oil, and citric acid might deter health-conscious consumers. A shift towards more natural and environmentally friendly ingredients like coconut, olive, or avocado oil could broaden its appeal. This change not only aligns with the growing trend towards healthier eating but also resonates with environmentally conscious consumers.

Conclusion

Yum Crumbs presents an exciting opportunity in the dessert toppings market. Its unique texture, variety of flavors, and versatility make it a product with wide appeal. By focusing on strategic branding, thoughtful packaging, and aligning with market trends, Yum Crumbs is well-positioned to meet and exceed consumer expectations, revolutionizing the way we think about and enjoy our desserts.