5 Generation Bakers launches “Superheroes in the Fight Against Inflation” campaign

To combat ballooning inflation, 5 Generation Bakers—the producer of Jenny Lee Swirl Bread—has announced its “Superheroes in the Fight Against Inflation” campaign. Teaming up with distributors and retailers, Jenny Lee has lowered its national prices by an average of more than 10 percent effective January 1, 2024.

“As consumers ourselves, we feel their pain every time we purchase something at retail. As a businessman, I also feel it with virtually every invoice I pay,” says Scott Baker, president and founder of 5 Generation Bakers.

“There is always a lag between wholesale prices and retail prices since producers feel the swings in commodity prices first. These are later passed to wholesalers, then to retailers, then to consumers,” he continues. “There is usually reluctance to pass increases along as the parties are concerned about possible reductions in volume which might result. Conversely, when some costs decline, there is reluctance to pass these along in the form of lowered prices due to possible lost revenues and the need for bottom-line profit. Inflation, therefore, is kind of self-perpetuating.”

Aside from the lower prices, 5GB is promoting its “Superheroes in the Fight Against Inflation” movement aimed at distributors and retailers and providing POS materials, with the same theme, aimed at retailers’ customers.