The bold-colored packaging lures you in with Goldman's signature mischievous look and folded arms. Chef Duff Goldman has arrived, and his line of new cake decorating products has sprung up on the shelves as exclusive products at your area Michael's stores. Fondant in vibrant colors, baking pans, cake mixes, frostings, paste colors, sprinkle, various tools and shape cutters are there to tempt you to learn how to decorate just like they do at Charm City Cakes in Baltimore.
Ten years ago Charm City Cakes opened in Goldman's apartment. His star power has soared since then with comical appearances on several Food Network Challenges as well as his popular TV show. Ace of Cakes features Goldman and his able-bodied staff of 11 creating awe-inspiring cakes each week. Not to be outdone, his talented fans have been sending pictures of cakes they recreated based on the show's featured cakes for years. Do you think they'll buy the products? Absolutely. He's got "it" and they want it. There's usually a crowd of very happy people waiting to see him and get autographs at all of his appearances. And, his new book, Ace of Cakes: Inside the World of Charm City Cakes, is ranked #47 on amazon.com's baking book list. This book is all about how Goldman started out with pictures and information on the staff and production crew. There are no recipes or how to instructions included.
With that kind of power, should Wilton be worried? Absolutely. Last year Wilton Holdings, the parent company of Wilton Brands, Inc. was forced into bankruptcy court by their creditors over a $208 million debt. Richard Conti, the CEO/Chairman, resigned in October 2009 and was replaced by Jerry Levin. Wilton issued a press release to let its customers know that they had reached an agreement with their creditors to do some financial restructuring. That was August 6, 2009. No more press releases have been issued.
Wilton has been the brand leader in this industry for years. They're probably keeping a low profile now doing whatever they need to do to innovative and regain their footing after last year's disappointing sales.
In the meantime, Goldman is an entrepreneurial success and doesn't talk about Charm City Cakes financial records. His unconventional wisdom has served him well so far, and the future looks extremely bright for the Ace of Cakes show and Charm City Cakes as long as Goldman stays true to his customers and his fans love his style. One thing for sure, when Goodman's loyal fans go to the stores and purchase his new products, Wilton Industries will take notice.
These new cake decorating products are used in Charm City Cakes baked goods every day. The innovation is apparent in the variety of products he chose to release. Goldman states on his website that he took his time working to make sure these products were the best they could be because they have his name on them. That says a lot. And, as Goldman and his crew go into their 9th season on Ace of Cakes later this summer, his "charm" will enable him to do like the Pied Piper, and lead customers away from some of Wilton's products over to his new line, and in the process, take a huge bite out of Wilton's bottom line. We'll definitely be watching.
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