The marriage between the Lion House name and Lehi Roller Mills tradition is already producing results.
Lion House rolls, brownie and raspberry muffin baking mixes were introduced in September to the mass market. They're selling well, a fitting tribute to the classic recipes synonymous with the Salt Lake City home lived in by early Mormon prophet Brigham Young and his family.
"I guess we had hoped they would do well and they are past our hopes," said Brenda Hopkin, head baker for the Lion House for the past 19 years.
Lion House rolls, famous for their light and fluffy texture, already had a following. The Lehi Roller Mills, which began operations in April 1906, had a regional reputation for fresh flour.
Two years ago, the head baker at the Lion House wanted to meet to discuss producing products for sale in Deseret Book. For the mill located 30 miles south of Salt Lake City, it was a no-brainer, said Steve DeJohn, vice president of sales and marketing for Lehi Roller Mills.
"We wanted to make the jump from a flour mill to consumer market," he said.
DeJohn said
Costco stores in Arizona, Nevada and southern Utah have been offering the mixes as an "in-and-out" special. Associated Foods buyers picked up the brand this past month in Macey's, Dan's and Dick's grocery stores.
"It's been amazing," DeJohn said. "We get a regular re-order every week. There's not another roll mix like this. Over the next three years, my goal is to have the Lion House name in recognition nationwide."
That would be a coup for a business that's mostly been a local favorite for many years and only recently started marketing its wares on the retail front.
The company, however, has been successful in its limited ventures. Pancake mixes and Heart Healthy products — manufactured by Lehi Roller Mills — have now been sold in all 50 states and been promoted through television appearances by the mill's owner, Sherman Robinson. Lehi Roller Mills also has the license for Rocky Mountain Chocolate Factory Cocoa.
"We have food brokers across the country," DeJohn said. "That makes it easy to put the Lion House mixes into stores."
Hopkin said it was "a given" that the Lion House rolls were one of the first three products to be featured because customers consistently ask for the recipe.
The fudge brownies are also a popular item, as are the raspberry muffin tops, sold at the Nauvoo Cafe in the Joseph Smith Memorial Building in Salt Lake City.
With the pre-packaged mixes, it's possible to duplicate what one can buy in Deseret Book Pantry locations and in the Nauvoo Cafe and Lion House Pantry, Hopkin said.
"The recipes and ingredients are the same, although for the muffins we do add frozen raspberries," Hopkin said.
Directions, options and hints are included on the boxes. (For instance, the brownies need to be mixed with an electric mixer for two minutes to turn out like those sold by the Lion House). There is a video clip one can watch on the Lion House Web site (www.templesquarehospitality.com/lionhouse).
Hopkin has absolutely no problem sharing the recipes.
"Ever since I have been at the Lion House, we have shared the recipes," she said. "It's just a blessing to be able to do so."