Whether it’s a frozen roll or refrigerated cookie dough, today’s bakers are re-inventing the way shoppers consume refrigerated and frozen baked goods. Here’s a breakdown of new products impacting the retail bakery category.

Rolls. Orlando Baking Co., Cleveland, Ohio, added frozen pepperoni rolls and Ciabatta dough to its portfolio of frozen products. Each 4-pack of pepperoni rolls features a blend of pepperoni, mozzarella cheese and Italian herbs, while the Ciabatta dough is an artisan dough that bakes into a crisp, chewy and airy texture for pizza, bread, rolls, calzones or breadsticks.

Place-and-bake cookie dough. Minneapolis-based General Mills expanded its Pillsbury brand to include new Pillsbury Melts. This refrigerated cookie dough offer a twist on the traditional place-and-bake cookie by combining the textures of a cookie with a melt-in-your-mouth creamy filling and topped with a chocolate drizzle icing. The S’more Sensation variety features a graham-flavored cookie with a creamy melted marshmallow center, chocolate chips and a chocolate drizzle, while the Molten Fudge Cake kind entails a chocolate cookie with a molten chocolate middle and chocolate drizzle.

Breakfast breads. Canada-based Ozery Bakery, which placed No. 4 in this year’s Reader's Choice Best New Retail Products contest, took over the breakfast breads category with Morning Rounds, a wholesome alternative to bagels, English muffins and other breakfast items. Made with a variety of healthy grains, whole oats, real fruit, seeds and muesli, Morning Rounds are crafted in small batches. In addition, each bun contains 5 grams of protein and provides a good source of fiber, iron, calcium, vitamin B, antioxidants and folic acid. They come in Cranberry Orange, Apple Cinnamon, Muesli and Date and Chia varieties.

Kid-friendly and parent approved. Garden Lites, Jamaica, N.Y., launched new kid-friendly muffins with the help of two Nickelodeon characters. The Ninja Power Muffins are made to mimic their tortoise shells and are individually packaged with a different character on each wrapping. Meanwhile, the SpongeBob SquarePants Chocolate Krabby square muffins are square-shaped chocolate muffins made with fresh zucchini and carrots. These muffins thaw in under two hours at room temperature, or can be defrosted in the microwave for 20 seconds per muffin. Garden Lites Muffins feature vegetables as the first ingredient, are low in calories, rich in whole grains, high in fiber and boast gluten-free, dairy-free, nut-free and kosher-certified attributes.

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