The bakery department at Winn-Dixie is where cultural connection meets everyday indulgence, according to Brooke Rice, chief merchandising officer for The Winn-Dixie Company in Jacksonville, Florida. Rice sees the department pulled by two complementary forces: globally inspired flavors (led by Hispanic favorites such as dulce de leche, guava and tres leches that are crossing over to the broader shopper base )and accessible treats that let budget-conscious customers keep indulging without overspending. Heading into the holidays, as the grocer’s seasonal assortment hits stores in early November, she’s betting on pies – including three 2026 National Pie Championships blue ribbon winners – and sees the department’s biggest growth ahead in premium desserts, specialty breads, smaller indulgences and culturally relevant offerings.
Are there flavor or format trends (pistachio, mini-indulgence, viral social media items) that are driving bakery innovation these days?
We’re seeing customers gravitate toward both familiar comfort flavors and globally inspired tastes. Hispanic-inspired flavors such as dulce de leche, guava and coconut continue to resonate strongly, while indulgent pastries featuring rich fillings, layered textures and premium ingredients remain popular across our bakeries.
Our new pastry case additions, including guava cheese and dulce de leche varieties, reflect these trends and give customers more opportunities to discover something new. It’s exciting to see how these flavors can introduce shoppers to different traditions while offering fresh takes on the bakery treats they already love.
Protein-fortified products are being found in more and more product categories. Are you seeing demand for higher-protein breads or baked goods, and does Winn-Dixie have any in the assortment or in development?
Consumers are paying closer attention to protein and nutritional benefits across the store, and we expect that interest to continue influencing bakery innovation. While indulgence remains an important part of the bakery department, we recognize that our customers have different dietary needs and preferences. We’ve recently introduced several new sourdough bread varieties that have been well received, reflecting continued interest in specialty breads. As customer preferences evolve, we’re always looking for opportunities to offer more choices that deliver on taste, quality and value.
You have increased Hispanic variety in a number of stores, including the new Alachua store. In the bakery, that has included items like Cuban and Puerto Rican rolls and tres leches cakes. How important is the bakery in serving Hispanic shoppers, and how do you decide which cultural specialties a given store carries?
Our bakery is one of the most meaningful ways we connect with our Hispanic customers. Food is so much more than what we put on the table; it’s a connection to family, culture and home. The familiar taste of a favorite bread or dessert can bring back memories of childhood, family gatherings and cherished traditions. We recognize how important those connections are to our customers, and we’re proud to offer authentic flavors and familiar favorites that help customers celebrate those traditions.
That’s why we put so much thought into making sure our bakery assortment reflects the unique tastes and traditions of the communities we serve. We consider customer demographics, shopping preferences, sales performance and local demand when selecting products for each store. Our offerings include Cuban and Puerto Rican breads and rolls, pan sobao, guava pastries and tres leches cakes, among other Hispanic favorites. We also focus on products that appeal across different Hispanic cultures while incorporating specialties that reflect the preferences of each community.
What’s especially rewarding is seeing how these products resonate with an even broader range of customers. Our tres leches cakes are a wonderful example. What began as a specialty offering in South Florida has grown into an important part of our broader cake assortment. We’re proud to honor the traditions of our Hispanic customers while introducing these authentic flavors to even more shoppers.
With the holidays approaching, what seasonal items do you expect to be the biggest sellers this year, and how early does holiday bakery demand now start? Are any new seasonal items debuting for 2026?
The holidays are one of our favorite times of year in the bakery because so many celebrations and traditions revolve around food. Whether it’s a pie that makes an appearance at Thanksgiving every year or a favorite cake shared at Christmas, we’re proud to be part of those special occasions.
Pies continue to be a holiday favorite, particularly pumpkin, apple, caramel apple, sweet potato and pecan varieties. Cakes, cheesecakes and holiday cookies are also popular choices for seasonal gatherings. To help customers prepare for their holiday celebrations, our seasonal bakery assortment begins arriving in stores in early November.
This year, we’re especially excited about our award-winning pies, including our Caramel Chocolate Pecan Pie, Caramel Apple Pie and Apple Lattice Pie, which all earned first-place blue ribbons at the 2026 American Pie Council National Pie Championships. Our signature Almond Royale Cake will also be a highlight, available as a full four-layer cake, half cake or individual slices. These options give customers the flexibility to find just the right dessert, whether they’re hosting a large gathering or enjoying a smaller celebration.
How does the fresh bakery drive trips and basket size compared to packaged baked goods, and where does Winn-Dixie see the biggest growth opportunity in the department over the next year?
Our fresh bakery serves as both a destination for planned purchases and a place where customers discover something unexpected. Someone might visit specifically for fresh bread, a birthday cake or a favorite dessert, but the variety and presentation of our bakery offerings can also inspire an additional purchase. That combination of everyday essentials and special treats creates opportunities for customers to add something extra to their baskets.
Looking ahead, we see significant opportunities in premium desserts, specialty breads, smaller indulgences, culturally relevant offerings and celebration-driven occasions. Customers are looking for products that offer something special, whether that’s an everyday treat, a holiday dessert or a new flavor they’ve been excited to try.
With grocery prices having increased in recent months/years, is the number of customers that continue to “indulge” in bakery offerings holding steady?
We know customers are being thoughtful about their grocery budgets, but that doesn’t mean they have to give up the little indulgences. Bakery items can be an affordable way for customers to treat themselves. Sometimes it’s a slice of cake after a long week, a favorite dessert to share or a special treat to celebrate an accomplishment. Those moments matter, and we want to make it easy for customers to enjoy them.
We know customers appreciate products that deliver a premium experience at an accessible price point. That’s why offering quality bakery products at an affordable price is so important to us. From individual cake slices and fresh pastries to seasonal pies and desserts for the whole family, we focus on choices that let customers enjoy a little indulgence without spending a lot.
Please add anything else noteworthy/fun/interesting about your bakery departments you’d like our readers to know.
One of the things I love most about our bakery is how it brings together so many different tastes, traditions and occasions. From our award-winning pies and signature Almond Royale Cake to authentic Hispanic breads and pastries, every item can become part of someone’s family meal, celebration or everyday routine — and we take pride in offering that variety to help create meaningful moments for our customers.