Among Friends Baking Mixes Says You Only Holiday Once (#YOHO)

Survey finds people have little cookie remorse or gift-giving guilt

Among Friends poll also finds pumpkin isn’t the be-all, end-all of
holiday ingredients

ANN ARBOR, Mich.–(BUSINESS WIRE)–Have another cookie! Eat another brownie! A new survey by the
treat-lovin’ mamas of Among Friends Baking Mixes busts the myth that
people feel guilty when enjoying holidays eats. In fact, 92 percent of
people polled say they eat what they want, or eat anything in moderation
during the holiday season – something the Among
team has affectionately named “YOHO.”

“This just goes to show that you can have your Christmas cookie, and eat
it, too,” says Suzie Miller, co-founder of Among Friends. “The common
perception is that people feel pressured to count every calorie and
extra pound during the holidays, and this survey tells us that’s just
not the case.”

The survey of 1,000 people around the country1 also shows
that the guilt-free attitude also extends to gift giving. Homemade
edible gifts are overwhelmingly seen as “special,” yet less than four
percent feel an obligation to reciprocate.

Also speaking to freedom from guilt, the survey says “homemade” is
meeting “convenience” now more than ever. “We found that only 25 percent
of people bake from scratch,” said Lizann Anderson, co-founder of Among
Friends. “We understand completely that homemade doesn’t necessarily
mean made from scratch, and we’re here to help with a variety of baking
mixes during the holiday hustle and bustle. Who has hours or days to
spend in the kitchen anymore, especially at the holidays?”

What home bakers put in their holiday treats may also come as a
surprise, considering the pumpkin craze this time of year. Pumpkin is
actually one of the least used mix-ins for cookies and other treats,
followed by food coloring or fruit. The most popular personal touches
are chocolate and nuts. Midwesterners rank sprinkles as one of their
most popular mix-ins for a fun pop of color and texture.

Other fun finds from the Among Friends survey include:

  • More than half of men enjoy baking with their spouse (52%) and get
    most of their baking ideas from passed-down family recipes, proving
    there’s no recipe like Mom’s or Grandma’s (52%).
  • Taste rules! It’s the number one deciding factor for buying a baking
    mix (64%), followed by price (51%) and flavor variety (46%)2.
  • Cookies (52%)and holiday meals (55%) are the two most popular holiday
    eats. The least favorite? Delicacies like caviar (7%) and festive
    cocktails (18%).3
  • Sorry, Kevin from accounting. Co-workers are the least likely group of
    people to receive homemade edible gifts (27%). Perhaps they’re the
    ones drinking the festive cocktails.
  • It’s no surprise that Millennials love their social media; it’s where
    this tech-savvy group gets most of its recipe ideas (74%) – and most
    likely from Instagram.

“At Among Friends, we believe baking is truly an act of love. You show
love when you make something from the heart,” said Darcy Zbinovec, CEO
of Among Friends. “This survey showed us people love to bake for the
people who matter most to them. If that’s considered indulgent, that’s
perfectly fine with us.”

About Among Friends, LLC

Among Friends, LLC, is the creation of two friends (and moms) who love
baking and wanted to help people fill their kitchens with
fresh-from-the-oven baked goods made from the best ingredients. The
brand’s mouthwatering cookie, cake, brownie and fruit crisp mixes are
made with whole grains, non-GMO ingredients and are gluten-free. The
baked goods are packed with flavor and satisfy everyone with a craving
for something sweet, delicious and nutritious. Founded in 2006 in Ann
Arbor, Mich., Among Friends is sold in more than 5,000 stores
nationwide. For more information, please visit

, completed Sept. 15, 2015

2 Respondents chose three answers out of 10 choices.

3 Respondents could choose more than one answer.


Kohnstamm Communications
Jessica Olstad, 651-789-2972