PG Web Extra: Upscale Candy and Snack Merchandising

Sure, children love the autumn and fall holidays, but so do adults with mature palates and aesthetic sensibilities, so grocers interested in getting the most out of their seasonal merchandising should pay attention to them as well.

Of course, that doesn't mean retailers and manufacturers can't appeal to the kid in everyone. "For this fall and winter, we are introducing new holiday-themed lollipops and popcorns," says Anna Abromovich, sales and marketing coordinator at Denver-based Hammond's Candies. "The [items] will be our handcrafted 1-ounce lollipops with seasonal characters on them; they will come in 18-count display cases. The popcorns will be candy corn-flavored for Halloween and white chocolate peppermint for [the winter holidays], both coming in 12-count display-ready cases."

She hastens to point out, however, that the treats are intended for the whole family, noting: "We have added products that are more kid-friendly and will appeal to parents for gifts. Some of these candies are just viewed as old-fashioned; we wanted to make them fun and young again."

Asked about merchandising, Abromovich replies: "We find our [retail] customers like when we provide displays that are easy and appealing to their customers. We use a lot of cardboard displays, as they ship easily and are inexpensive."

The Fine Art of Merchandising

"For holiday, we do a have a small collection of limited-edition items," says Tiffany Van Hemm, director of public relations for Clinton Township, Mich.-based Sanders Candy. "Our 'Winter Scene' art-inspired items were very well received by large national buyers. These 'Winter Scene' items consist of Milk and Dark Sea Salt Caramels in tins and giftable boxes, popcorn in resealable pouches, and a gift set of hot cocoa."

Sanders' artistry carries over to its retail displays (pictured). "The most successful retail environments create a shopping experience by displaying dedicated themed areas," says Van Hemm. "As a manufacturer, we strive to create a cohesive visual look across all product lines to merchandise together. Even our holiday-themed items will merchandise well with everyday items."

Further, in keeping with the company's attention to the visual aspect of its products, she believes that "consumers are looking for more subtle or traditional holiday packaging. Graphics and colors are getting back to basics, and less 'in your face.' Consumers are looking for holiday packaging to inspire a feeling of comfort, warmth and nostalgia."

Entertaining Flavors

"Our chefs created our pumpkin items with a focus on combining sweet and savory flavors to create a delightful treat for the taste buds," says Brooke Smith, president of Winston-Salem, N.C.-based Salem Baking Co., of the company's new autumnal Pumpkin Collection. "From the extra-sharp aged cheddar in our Pumpkin Cheddar Cheese Straws to the rich melted caramel that we pour into every batch of Pumpkin Caramel with Sea Salt cookies, each and every ingredient is essential and of the highest quality. Our bakers know that premium ingredients are the star of each recipe, and you can literally taste them in every bite."

As well as being enjoyed by themselves, upscale seasonal snacks can enliven dishes served at holiday parties – an opportunity that Salem, for one, is keen to promote. "We …offer unique ways to use our products in a new pairing and entertaining brochure, which features recipe ideas that combine our Moravian cookies with fine cheeses, dips and spreads to serve as appetizers or desserts," observes Smith, whose company is also offering limited-edition Holiday Collection cookie gift boxes of Chocolate Enrobed Moravian Cookies topped with Crushed Peppermint and Shortbread Cookies in Eggnog, Hot Cocoa and Pumpkin Spice varieties.

To showcase their specialness, the company's items should be merchandised together, according to Smith. "We encourage retailer partners to brand-block our products and carry a variety of flavors in the seasonal collection," she notes. "For example, our Holiday Collection gable boxes were designed to complement each other on shelf with respect to flavor varieties and visual appeal."

Additionally, value plays an important part in ensuring that Salem's upscale seasonal goodies fly off shelves. Along with gourmet quality, the company's treats offer "an affordable, everyday price point and premium packaging [that] make these items more versatile, as they can be given as gifts or bought to enjoy at home or at a dinner party," adds Smith.

It's That Time Again

Often, one-off limited-edition seasonal varieties catch on with consumers to the extent that manufacturers begin offering them year after year.

"If it’s a relevant flavor for the season, it will not go away," asserts Matthew Pye, VP of corporate affairs and trade relations at Bethlehem, Pa.-based Just Born, maker of Peeps and other classic candy brands. "Items such as Peeps Candy Cane Chicks are evergreen because consumers expect them. Products with on-trend flavors such as pumpkin spice tend to have shorter life cycles as shoppers move on to the next hot seasonal flavor."

Sanders Candy's upscale approach to product, packaging and display is so appreciated by the brand’s fans that the company was urged to resurrect an old holiday favorite. "In previous years, we have had limited-edition items," relates Tiffany Van Hemm, director of marketing for Clinton Township, Mich.-based Sanders. "Our most popular was a tin of Dark Chocolate Peppermint Bark. We ran the limited edition for a year and took the product out of our catalogs. The packaging, artwork and value were so well received by consumers that our wholesale customers asked us to bring it back. We have reintroduced this product for an additional two seasons since discontinuing it."

Brooke Smith, president of Winston-Salem, N.C.-based Salem Baking Co., has seen similar enthusiasm for the company's seasonal products. "Our Holiday Collection gift boxes did very well last year, due to their festive flavors, simple ingredients and seasonal packaging, which is why we're offering them again this year, while supplies last," she notes.

When asked whether his company planned to bring back its seasonal products, which include Festive Favorite Chocolate and Yogurt Pretzels and Reindeer Food, a blend of peanuts, candy corn and dried fruit, Chad Hartman, director of marketing at Charlotte, N.C.-based Tropical Foods, responds: "Yes, we expect to roll these out on a yearly basis. Last year, we rolled them out to limited regions to gather input and sales data; this year we will roll them out to all of our distribution areas."

Part of a Pattern

One way to turn a new introduction into a recurring favorite at the holidays is to give shoppers exactly what they want. "When coming up with limited-edition products, we look at seasonal consumer trends and demand," explains Eric Van De Wal, VP marketing and innovation at Clearview Foods, a division of Snyder's-Lance, also based in Charlotte. "We know that consumers gravitate more toward decadent treats and peppermint flavors around the holidays, so we created products made with rich chocolate and peppermint candy pieces that align with these consumption patterns."

Continues Van De Wal: "Once we saw the consumer excitement around our initial launch of Dark Chocolate & Peppermint and White Chocolate & Peppermint flavored Pretzel Crisps, we decided to bring them back on a recurring basis each holiday season. We do, however, get requests for them all year long!"

Although it happens much less frequently, there is precedent for making seasonal holiday items permanent offerings. For instance, Hartman references Tropical's Dip & Devour Dipping Chocolates line, which "started off as a seasonal offering, but has matured into a year-round item. So, in some cases, we do see year-round demand."

Healthy Indulgence

Diets tend to fall by the wayside during the fall and winter holidays, especially with so many scrumptious candies and snacks around, but more and more consumers are still trying their best not to overdo it – and some manufacturers are trying to help them out.

"Though maintaining a healthy daily intake of calories may go out the window on Thanksgiving or Christmas Day, we wanted to give the option of holiday treats without the guilt," notes Sheila G. Mains, founder of West Palm Beach, Fla.-based Brownie Brittle LLC, which is coming out with its first collection of limited-edition winter holiday products. Brownie Brittle products are low in fat and sodium, and contain no cholesterol or trans fat.

Brooke Smith, president of Winston-Salem, N.C.-based Salem Baking Co. points out that "shoppers continue to seek simple ingredients that are easy to recognize and free from preservatives or artificial ingredients. That has always been the standard at Salem Baking Co., so our products answer that call for shoppers. We've also seen an increasing demand for smaller portions as well as smaller cookies, and our Holiday Collection serves that need. Consumers are looking for small indulgences that are still just as decadent and satisfying, and our Moravian Cookies and shortbread cookies are big on flavor without being too filling."

Going forward, consumers will most likely find new ways to make their holiday treats more nutritious. Predicts Chad Hartman, director of marketing at Charlotte, N.C.-based Tropical Foods, "I expect to see consumers trying to put a healthy twist on their seasonal purchase; for example, rather than buying a tub of candy, they may buy bananas, strawberries and dipping chocolate to put out at their holiday gathering."