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N E W S
E X T R A
BRACH’S BRINGS BACK PICK-A-MIX
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DALLAS — As part of a 50-year anniversary campaign, Brach’s
Confections, Inc. is returning to its roots, reintroducing the Picka-Mix brand of bulk candy after a decade-long absence.
Launched in 1958 as a way to offer consumers a variety of
candy purchased by weight, the name Pick-a-Mix became
synonymous with Brach’s and with bulk candy in general.
Carrie Foster, marketing manager, says consumers hold a
special place in their hearts for the brand. “Consumers continue
to seek out the fixtures
they remember from their
childhood,” she states. “We
enjoy more than 83 percent
brand awareness among
bulk candy purchasers.”
The company, despite
so much consumer loyalty,
Brach’s Confections, Inc.
moved away from the well19111 N. Dallas Parkway, #200
known brand in 1997,
Dallas, TX 75287
switching to Fresh Candy
Phone: (972) 930 3786
Shoppe, which offered the
same bulk assortment under
Fax: (972) 930 3613
a new brand name.
Web site: www.brachs.com
Citing that Brach’s still
Contact: Carrie Foster, marketing
leads the bulk category
manager
with more than 60 percent
ACV distribution, Foster
Email: [email protected]
maintains sales under the
Founded: 1904 as E.J. Brach & Sons;
new brand did not reflect
1906 as Brock Candy Co.
any consumer disconnect.
Main Brands: Milk Maid Caramels,
However, a decade later,
Star Brites Peppermints, Brach’s
the company has decided
Candy Corn, Brach’s Malts, Maple
to return to the original
Nut Goodies, Double Dippers
trademark.
Product Lines: Pick-a-Mix Bulk
“Through
qualitative
Candy, Brach’s Seasonal Packaged,
research we have found that
Brach’s General Line Packaged,
consumers trust the Pick-aBrach’s Fruit Snacks
Mix brand name,” explains
Licensing Partners: Cadbury
Foster. “The name truly
Schweppes; DreamWorks;
embodies our core brand
Sony Pictures
attributes of product variety,
portion control and
allowing consumers
to mix-and-match
their favorites.”
The re-introduction will evolve during the next few months.
The first step will be re-branding in-store fixtures and displays,
complemented by in-store consumer events. Going forward,
Brach’s will also leverage the brand name in all buyer, retailer
and consumer communication. “We want to educate the
buyers,” Foster explains. “Even if they are new to the industry,
chances are they know and use the name Pick-a-Mix.”
Updating the assortment and recognizing consumer demand
for heart-healthy dark chocolate, the company is also adding
three items to the Pick-a-Mix rack: dark chocolate covered
peanuts, dark chocolate-covered raisins, and dark chocolate
stars — smaller bite-size pieces of dark chocolate.
Foster adds: “Right now our bulk chocolate to sugar ratio is
about 50/50 in areas where unwrapped candy is allowed.
Overall, the chocolate segment accounts for more than 25
percent of our total business — bulk and packaged — and
continues to grow.”
Making Consumers Aware
Brach’s is above all things a nostalgic brand, with loose candy
serving as the primary point of contact and interaction with the
consumer, says Foster.
“Brach’s bulk candy line has always served as an effective
marketing tool to fuel consumer awareness of new products,”
she explains. “Before introducing a new packaged product,
consumers often find them in the bulk section, where they can
sample them first.”
Based on sales of items in bulk, decisions can be made on
whether or not to market them as a packaged product. “Bulk is
still the fastest read of how well a product will sell,” she adds.
One product the company first debuted in bulk is Soda
Poppers, manufactured under a co-licensing agreement with
Cadbury Schweppes beverages. The filled hard candy debuted
on the bulk rack in May 2007 and features an assortment of Dr
Pepper, 7UP, Orange Crush and A&W root beer flavors.
Consumers can expect to find the product in seven-ounce bags
starting in October. Shipping 12 per case, they carry a SRP of
$1.49.
Foster also notes that the situation can work in reverse
as well. “When we see a packaged item perform, it may also
lead to an opportunity in bulk,” she says.
Most recently, a successful selling season for packaged
Hawaiian Punch Jelly Beans has pointed to the potential for
adding a bulk version of the product to Pick-A-Mix racks in the
future. Made with real fruit juice and fruit pectin, the packaged
version will begin shipping in time for Easter 2008.
Each serving contains 100 percent RDA of vitamin C, and
features an assortment of six Hawaiian Punch flavors: Fruit Juicy
Red, Green Berry Rush, Orange Ocean, Berry Blue Typhoon,
Lemon Berry Squeeze and
Mango Passionfruit Squeeze.
Shipping in 24-ct display-ready
cases, the 14-ounce bags carry a
SRP of $2.29.
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PROFESSIONAL CANDY BUYER
SEPTEMBER • OCTOBER 2007
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www.candybuyer.com