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Tastykake

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Coordinates: 40°00′26″N 75°10′31″W / 40.00722°N 75.17528°W / 40.00722; -75.17528

Tasty Baking Company

Type	Wholly owned subsidiary
Traded as	NYSE: TBC (1961–2005) NASDAQ: TSTY (2005–2011)
Industry	Food production
Founded	1914
Headquarters	Philadelphia, Pennsylvania, United States
Area served	Mid-Atlantic, Northeastern United States
Key people	Charles P. Pizzi, Former President and CEO
Products	Krimpets, Kandy Kakes, Cupcakes, Pies, Koffee Kakes, Donuts, Cookie Bars, Juniors, Kreamies
Number of employees	Approx. 1000
Parent	Flowers Foods
Website	www.tastykake.com

Tastykake is a line of snack foods manufactured by the Tasty Baking Company, currently headquartered at the Philadelphia Naval Business Center (formerly the Philadelphia Naval Shipyard) in Philadelphia, Pennsylvania. Established in 1914 by Philip J. Baur and Herbert T. Morris and originally selling its product only in the Philadelphia metropolitan area, the company now distributes its products in several states on the East Coast, south to Florida, and has been gradually expanding across the United States.

In April 2010, Tasty Baking entered into a purchase-and-sale agreement with John Padgett Associates and its guarantor, Metro Development Company, for the sale of its Philadelphia bakery property located at Hunting Park Avenue, and its former corporate offices and distribution center located at Fox Street, for $6 million.

Contents

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• 1 Varieties
• 2 Product history
• 3 Production facilities
• 4 Financials
• 5 Mascots
• 6 In popular culture
• 7 See also
• 8 References
• 9 External links

History

The company was founded in 1914 by Philip J. Baur and Herbert T. Morris, in the Germantown neighborhood along Sedgley Avenue, with an initial investment of $50,000. The company originated in the Pittsburgh area until in 1913 the business was sold to the Ward Baking Company. "Under the terms of the sale to Ward, no Baur could open a bakery within 100 miles of Pittsburgh, so young Baur and Morris decided to explore Philadelphia." In November of 1913 they located the Sedgley Avenue location. Morris' wife came up with the Tastykake name. With the help of a Boston at student, the Tastykake girl and logo was created. Then, the company adopted the slogan, "The Cake That Made Mother Stop Baking."

"Morris sold $28 worth of cakes at ten cents apiece his first day, $222 his first week. By the end of 1914, the long hours and hard work of the partners had earned them gross sales of 300,000. The Tasty Baking Company was here to stay." Sales began to expand throughout Eastern Pennsylvania. Until 1941 the company distributed its products almost wholly by horse-drawn delivery wagons, making them an exclusive city treat. But World War II changed all that as the company sent thousands of cakes and pies overseas to soldiers in both the European and Pacific/Asian theaters, vastly expanding its market. over the years, Tastykake tried many modes of transportation; trucks, electric cars, rails and ships expanded the company's sales to Western Pennsylvania, Virginia and New York. "The last horse was retired in 1941." The Tastykake brand identity expanded further and sales doubled in the late 1950s and early 1960s when the company installed state-of-the-art machinery that cut the baking cycle from twelve hours to forty-five minutes.

"After Philip Baur died in 1951, his heirs purchased stock from the holdings of E.K. Sober's daughter (Herbert Morris's wife), giving the Baur family majority control of the private company. Vice-President Paul R. Kaiser became president, and Morris, who had served as president since the company's inception, became chairman of the board. In April 1954, Kaiser was able to report that the Tastykake territory had grown to cover parts of nine states and the District of Columbia. By the end of the decade, annual sales had grown to nearly $22.9 million."

"In 1989 Tasty Baking repackaged its Tastykake products in bright yellow instead of the traditional blue and white. The company also began a new line of cakes and pies, in flavors that changed monthly, and introduced a line of honey-graham cookies, called Tasty Bears, aimed at children aged six to 12."

1960's Boycott

In 1960, a group from Philadelphia who referred to themselves as the 400 ministers, formulated a new strategy for using black consumer power, rather than the city's liberal civil rights networks, to press private employers to improve job opportunities for black workers. Led by Reverend Leon Sullivan, the group believe it was important that the public be conditioned to seeing Negroes doing more than menial jobs in the community.

Beginning the fall of 1959, the local branch had approached the management of the General Baking Company, about employing black workers in the lucrative position of "driver-salesman." Driver-salesmen both drove the companies' delivery trucks and sold the firms' goods to grocery stores and other retail outlets and thus were able to earn lucrative commissions on top of their salaries. Although the talks with the companies were cordial, both refused to change their employment policies. Since Tastykake had failed to respond to their entreaties, the ministers declared, they intended to stop buying the company's snack goods and they hoped their congregants would join them.

On June 16, the ministers announced that Tastykake was to be the target of the first selective patronage campaign and that Leon Sullivan would serve as spokesperson and chief negotiator for the campaign. Tastykake was known for hiring a large number of black workers, even though it restricted them to certain production departments and was rumored to require them to use segregated restroom and locker facilities. The companies products were very popular among African American neighborhoods and therefore both profitable for both Tastykake and the black owned groceries stores. The key to the success in the boycott would be to convince 150 black grocery chains to stop selling the lucrative product for a much bigger cause. With hand made signs in windows declaring the refusal to sell the products, Leon Sullivan and the ministers were successful in unifying the black communities.

Tastykake finally agreed on negotiating with the ministers. Sunday, August 7th, the ministers announced the end to the boycott. "The company's black salesmen-drivers now had fixed routes, black women were working in the formerly all-white clerical, wrapping, and packaging departments, and all of the plants' facilities had been desegregated."

Varieties[edit | edit source]

The snack-sized, prepackaged desserts are diverse. Varieties include:

• Cupcakes - available in chocolate, red velvet, and cream filled with chocolate or buttercream icing
  • Chocolate
  • Banana Pudding
  • Strawberry
  • Cream Filled Buttercream
  • Cream Filled Chocolate
  • Cream Filled Koffee Kake
  • Swirly Cups
• Krimpets – shaped sponge cake with butterscotch icing or jelly filling
  • Butterscotch
  • Creme Filled Butterscotch
  • Jelly
  • Doublicious Butterscotch
• Kandy Kakes – chocolate-enrobed cakes with filling
  • Chocolate
  • Coconut
  • Dark Chocolate Peanut Butter
  • Doublicious: Peanut Butter
  • Peanut Butter
• Junior – small two-layer cake with filling and/or icing
  • Chocolate
  • Coconut
  • Koffee Kake
• Cookie Bars – long, dense, cookie-type cake
  • Chocolate Chip
  • Oatmeal Raisin
  • Iced Fudge
  • Fruit & Yogurt- Blueberry
  • Fruit & Yogurt- Strawberry
• Dreamies – sponge cake with cream filling
• Pies – mini, full size (9-inch), and extra large (24-inch) varieties
  • Baked Pies
    • Apple
    • Blueberry
    • Cherry
    • French Apple
    • Lemon
    • Peach
    • Tasty Klaire
  • Glazed Pies
    • Apple
    • Cherry
    • Chocolate
    • Lemon
• Brownies (topped with Walnuts)
• Donuts
  • Multi Serve Boxed Donuts
    • Cinnamon Assorted
    • Glazed Donut Holes
    • Powdered Sugar Mini Donuts
    • Rich Frosted Assorted
    • Rich Frosted Mini Donut Holes
    • Seasonal Donut Holes
  • Multi Serve Bag Donuts
    • Cinnamon Mini Donuts
    • Powdered Sugar Mini Donuts
    • Rich Frosted Mini Donuts
  • Single Serve Donuts
    • Coconut Crunch Mini Donuts
    • Powdered Sugar Mini Donuts
    • Rich Frosted Mini Donuts
• Danishes
  • Berry Cheese
  • Cheese
  • Iced Cinnamon
• Better For You Category – low fat/low calorie items
• Seasonal items (mini Pumpkin pies from around early October through the end of November)

Product History[edit | edit source]

In 1927 came the first Butterscotch Krimpet and soon thereafter a line of individually wrapped fruit and cream pies, all of which were bundled in wax-paper, a tradition that lasted into the 1960s. The Tandy-Kake introduced in 1931 became the Kandy Kake, the most popular cake in the company’s history, with nearly half a million baked and packaged each day.In the 1970s and ’80s Tastykake sought to respond to the changing demographics and aging population of the region.  A flurry of new product development added muffins, chocolate-covered pretzels, and pastries.Despite being a predominantly regional product, the company obtained ingredients from around the world, including sugar cane and cocoa from Africa’s Ivory Coast, vanilla from Madagascar, cinnamon from Indonesia, nutmeg from the East and West Indies, and banana puree from Ecuador.

Production Facilities[edit | edit source]

Locals, including the constant waves of immigrants, took to the treats so much that within eight years Tastykake outgrew its original site and moved to Hunting Park Avenue.

Tasty Baking owned and operated a major production facility in the Allegheny West neighborhood of Philadelphia, between Allegheny Station and East Falls Station along the SEPTA Manayunk/Norristown Line. A second, smaller facility is located in Oxford, in Chester County. The Oxford plant makes honey buns and most of the mini-donuts and donut holes under the Tastykake brand name, as well as several private-label items.

In May 2007, Tasty Baking announced it would move its headquarters and main bakery to the Philadelphia Naval Business Center in South Philadelphia. The new bakery is located on South 26th Street, with the headquarters on Crescent Drive. The move was completed in May 2010.

Financials[edit | edit source]

The Tasty Baking Company went public on the NYSE in 1961 under the ticker symbol TBC. Further distribution contracts put the cakes onto shelves in forty-six states. But expansion and slow sales outside the Mid-Atlantic region also overextended the company, forcing it to refocus solely on the baking business. Sales in 1967, when net income was $2.8 million, reached $67.4 million, of which the baking operations accounted for 57 percent. Graphic arts accounted for 28 percent. The remaining 15 percent came from the acquisition of potato chip and pretzel manufacturers and three Ohio cookie distributors.

Although 1982 was a recession year, Tasty Baking halted a five-year decline in unit sales. Net income rose from $1.7 million in 1982 to $2.4 million in 1983 and $2.9 million in 1984, when net sales reached $222.4 million. Long-term debt was reduced from $19 million to $7 million. Tastykake distribution stabilized at 21 states, including California, where the company was sponsoring baseball's San Diego Padres.

On October 21, 2005, the company transitioned to the NASDAQ National Market and changed their ticker symbol to TSTY. The company's ticker symbol was ceased from trading at the close of business on May 24, 2011, upon completion of its acquisition by Flowers Foods. A Tastykake delivery van on Chestnut Street in Philadelphia, Pa. The price of Tastykake stock collapsed in early 2011, falling from a closing price of $6.43 on January 4, closing at $4.05 the next day. This decline, of about one-third the share price, was accompanied by a spike in trading (from about 5,000 shares on January 4, to almost 1,000,000 the next day). This move came after a 7.4% drop in company sales during the preceding quarter of 2010. The next week, speculation in financial circles indicated Tastykake had failed to realize the projected savings of moving to the new factory.

On April 11, 2011, media reports indicated Tastykake's leadership agreed to sell the company to Flowers Foods, of Thomasville, Georgia, for $34 million in cash, or about $4 per share. (Tastykake stock closed at $1.61 per share at the end of the previous trading day.)

In popular culture[edit | edit source]

Tastykake has been a longtime sponsor of Philadelphia Phillies broadcasts. Hall of Fame announcer Harry Kalas (1936–2009) often announced that a box of Tastykakes had been delivered to the booth between innings. At his memorial service at Citizens Bank Park in April 2009, mourners were treated to Tastykakes and soft pretzels.

Tastykake is also a sponsor of Philadelphia Flyers hockey broadcasts. During the Flyers' Stanley Cup appearances in the mid-1970s, the "goal call" of Hall of Fame announcer Gene Hart was, "He shoots, he scores - for a case of Tastykake!" A case of Tastykakes (18 to 24 Family Packs per case, depending on the product) was awarded to each Flyers player who scored a goal. In the early 2000s, a case of Tastykakes was awarded to the first Flyers player to score a goal in a game. As of 2012^[update], a case of Tastykakes is again awarded to each Flyer who scores a goal and is donated to the favorite charity of that player.

It was featured in the 2008 movie Baby Mama starring Tina Fey and Amy Poehler.

Author Janet Evanovich features Tastykakes in her mystery novels about Stephanie Plum, all of which are set in Trenton, New Jersey. Plum, played by actress Katherine Heigl in the 2012 film, One for the Money, asks, "Hey, why are you messing with my Tastykakes, huh?"

In Jerry Spinelli's young adult novel Maniac Magee, the main character, Jeffrey Lionel "Maniac" Magee, enjoys eating Tastykake Butterscotch Krimpets. The story is set in the fictional town of Two Mills, Pennsylvania, which is based on real-life Norristown, northwest of Philadelphia, where Spinelli grew up.

The Body of Proof episode "All in the Family" featured Tastykake products.

Local Philadelphia celebrity, reprobate and media mogul Royden S. Ziegler, aka Philly Boy Roy, claims to consume a pack of Tastykakes every day with lunch." According to Roy, his favorite Tastykake variety is the Butterscotch Krimpets followed by the Kandy Kakes.

On Bastille Day (July 14), a woman dressed as Marie Antoinette and her fellow re-enactors throw approximately 2,000 packs of Tastykakes from a tower of the Eastern State Penitentiary to the public below while "Antoinette" says, "If the people have no bread, I say, 'let them eat Tastykake!'"

Tastykake's commercial jingle, which has been used for decades, is, "Nobody bakes a cake as tasty as a Tastykake." Previous ad slogans were: "The Cake That Made Mother Stop Baking," which was imprinted on Tastykake wrappers for years, and "All the good things wrapped up in one."

Tastykake owns the naming rights of local sports talk radio station WTEL 610's broadcasting studio, which has been dubbed "The Tastykake Studio," and it provides staff with free treats in exchange for product promotion; this has been a running gag with WTEL hosts.

Ol' Dirty Bastard mentioned Tastykake in his song "Brooklyn Zoo" saying, "As I create, rhymes good as a Tastykake."

Food Network Magazine had an article in the December 2011 issue about how Tastykake products are used in different recipes in places in Philadelphia. It even mentions how one chef sold sliders with Kandy Kakes in place of buns because Tastykake was having financial problems.

They have a butterscotch mascot named Kirbee the Krimpet.

See also[edit | edit source]

• Philadelphia portal
• Companies portal
• Food portal

• Pastries

References[edit | edit source]

1. Jump up ^ "Customer Service." Tasty Baking Company. Retrieved on August 24, 2009.
2. Jump up ^ "Tasty Baking to sell Philadelphia bakery, former offices and distribution centre." Retrieved on April 14, 2010.
3. Jump up ^ Tastykake Baker Finds a Home in the Revamped Philadelphia Navy Yard
4. Jump up ^  
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6. Jump up ^ EDGAR Online, Inc
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10. Jump up ^   Missing or empty |url= (help); |access-date= requires |url= (help)
11. Jump up ^ One for the Money trailer on YouTube Retrieved 2012-01-19
12. Jump up ^ https://www.youtube.com/watch?v=RabQHwWxbW4 You Tube recording where Roy discusses his usual lunch (5:30)
13. Jump up ^ ESP :: Eastern State Penitentiary Website
14. Jump up ^ YouTube video of spec commercial made for Tasty Baking Co. by local ad agency, but not used Accessed March 28, 2010.
15. Jump up ^ Tastykake Press Release, 2007-07-16, TASTYKAKE AND SPORTSRADIO 610 WIP ANNOUNCE NEW MARKETING PARTNERSHIP IN DELAWARE VALLEY.
16. Jump up ^  

External links[edit | edit source]

• Tastykake website