James Salera's questions to FLOWERS FOODS (FLO) leadership • Q1 2025
Question
James Salera of Stephens Inc. inquired about the path to stabilizing unit share in the core packaged bread category and the timeline for recovery. He also asked if the new Wonder cake innovation is driving incremental sales or cannibalizing existing cake products.
Answer
CEO Ryals McMullian stated that a recovery in the bread category is now more likely in 2026 than in the second half of the current year, citing persistent economic uncertainty and a weakening consumer. He emphasized that the company's strategy is to focus on differentiation and innovation rather than heavy promotions. Regarding the Wonder cake, McMullian noted it was too early to determine its incrementality but that it was more than offsetting declines in the legacy cake business so far.