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Ferrara targets younger consumers with candy upgrade

BY Gina Acosta

OAKBROOK TERRACE, Ill. — The largest non-chocolate manufacturer in the U.S. is overhauling some of its iconic brands to appeal to the changing tastes of Millennials and Generation Z.

The company is retooling its Red Hots and Now and Later brands with new flavor profiles, chewy offerings and packaging design updates.

“Our iconic brands have built up strong equity, but it’s important to adapt and change to stay relevant with today’s consumers,” said Jamie Mattikow, chief commercial officer, Ferrara Candy Company. “Our new Red Hots and Now and Later offerings tap into consumers’ increasing interest in sour and intense flavors in a chewy format.”

According to Ferrara, updates to Red Hots were made based on marketplace trends showing Generation Z and Millennials have an increased desire for hot and spicy flavors and chewy formats. The traditional cinnamon flavored hard candies are now available in three new hot and spicy flavor combinations (Kick’n Mango Lime, Sizzling Sour and Dark Chocolate) and feature new packaging. 

Now and Later was originally sold in just three flavors, but today’s consumers enjoy 23 flavor variations. To expand the offering, the Ferrara R&D team says it focused on developing flavors that deliver an extreme sour flavor in a chewy format. The result is new Now and Later Extreme Sour fruit chews, the first super sour taffy in the category available in Watermelon, Apple and Cherry.

“As a result of our research and new product development, sales are strong and growing for both brands,” said Mattikow. “Now and Later sales are currently up 13% and Red Hot sales are up 7% compared to the overall non-chocolate confectionery category which is posting at +4.4%.”

Ferrara's candy brands are available at most retailers nationwide including grocery, drug, and dollar stores.

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Heineken asks Millennials to #LiveTheirMusic

BY Gina Acosta

 

Heineken has rolled out a new digital campaign that aims to bring together fans from the brand's 1,000 global music events and includes TV ads, new packaging designs and other efforts. According to Marketing Magazine, the brand is targeting music fans and Millennials with its #LiveYourMusic campaign. (Marketing Magazine)

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M&M’s unveils new X-Men campaign, merchandise

BY Gina Acosta

HACKETTSTOWN, N.J. — Mars Chocolate North America is leveraging the popularity of its venerable M&M's brand by launching a new campaign tied to the new "X-Men: Apocalypse" movie, which premieres May 27.

M&M's is introducing X-Men-themed merchandise bottles featuring eight X-Men M&M's character images. The new bottles will be available this month at Walmart, Kroger, CVS and other retailers across the United States.

"M&M's has been enhancing the experience of moviegoers for 75 years and we are really excited at the opportunity to shift from movie seats to movie scenes to help promote the upcoming feature film," said Tanya Berman, director, M&M's Brand. "X-Men is one of the most popular franchises in movie history and together we hope to make the experience even more fun for movie lovers."

The brand is also launching a new commercial, "Rainy Day," which airs on TV and online. Red and Yellow find themselves at the mercy of two X-Men who have a shared weakness: candy-coated chocolate. Proving that even the most powerful superheroes on the planet can't resist M.

Additionally, a full-page print ad features the common struggle felt between both the M&M's and X-Men characters, which aims to generate excitement for the upcoming movie release.

 

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