Tasty Baking Sweetens Supply Chain with Direct Store Delivery Handhelds

Snack cake baker to provide sales distributors with new DSD tool to improve product distribution, reduce out-of-stocks

Snack cake baker to provide sales distributors with new DSD tool to improve product distribution, reduce out-of-stocks

Cambridge, MA — July 20, 2005 — Snack cake baker Tasty Baking Company has tapped Eleven Technology to provide its independent sales distributors with a new direct store delivery handheld solution.

Founded in 1914 and headquartered in Philadelphia, Tasty Baking is one of the country's top bakers of snack cakes, pies, cookies and donuts. The company plans to deploy Eleven DSD as its next-generation direct store delivery solution with the goals of improving product distribution, lowering stales and reducing out-of-stock situations.

Eleven DSD provides integrated selling, forecasting tools and promotion details to ensure sales distributors have the information they need to maximize sales performance, increasing growth and accelerating product penetration, according to Eleven Technology.

"We were looking beyond simple replacement of our current system," said Vince A. Melchiorre, senior vice president and chief marketing officer of Tasty Baking Company. "We think Eleven's focus on sales forecasting and its tight integration with SAP will allow us to make a quantum leap in how we serve our customers. We view Eleven as more than just our handheld software provider. Their knowledge of our industry and best-practices also makes them a strategic partner for us."

"Tasty Baking Company has a great brand," said Tim Curran, CEO of Eleven Technology. "With the explosion of new products such as its Sensables line, Tasty Baking is investing in more sophisticated promotions and marketing. It is critical that its independent sales distributors are in a position to leverage these investments to grow sales."

Eleven Technology provides handheld software for the CPG industry. Its customers include such companies as Gold Medal Bakery, Procter and Gamble and the Pepsi Bottling Group. Eleven's solutions are intended to increase speed-to-shelf for new product introductions, ensure retail execution and trade promotion compliance, and drive reductions in out-of-stock and distribution void conditions at the shelf.


Additional Articles of Interest

— The focus in the retail sector has shifted from managing the movement of goods to managing information about goods. Read more in "Ramping Up the Retail Supply Chain," in the February/March 2005 issue of Supply & Demand Chain Executive.

— Hard data and sophisticated planning are key when goods and materials start flowing upstream through the reverse supply chain. Read more in "Meeting the Reverse Logistics Challenge" in the June/July 2005 issue of Supply & Demand Chain Executive.

— Words of wisdom from one university professor go a long way to help business students excel in supply chain management. Read "Interview with Dr. John T. Mentzer: Teaching Supply Chain" in the June/July 2005 issue of Supply & Demand Chain Executive.


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