The last year has been big for Ferrero Group, which snapped up Fannie May in May 2017, Ferrara Candy Co. in October and Nestlé’s U.S. candy brands earlier this year.
Todd Siwak, ceo of Ferrara Candy Co., says bringing the former Nestlé brands — Butterfinger, Baby Ruth, 100 Grand, Raisinets, Chunky, OhHenry!, SnoCaps, SweeTarts, LaffyTaffy, Nerds, FunDip, PixyStix, BottleCaps, Spree and Runts — under Ferrara’s wing offers the perfect growth opportunity for his company and their retail partners.
“Generally the portfolio itself is highly complementary. As an entity that’s exclusively focused on confection — this is what we do, this is what we own unapologetically — we’re anxious to ensure the right level of investment and support behind the brands,” he said.
For example, Ferrara plans to improve the ingredient quality and freshness of Butterfinger and launch a comprehensive marketing campaign behind it. The company will do the same for Crunch through the first television campaign for the brand in 10 years, set for the end of this year.
Siwak also pointed to Ferrara’s success with Trolli’s “Weirdly Awesome” campaign, which has tripled the brand’s sales over the last three years.
“It’s driving a significant amount of the growth,” he said. “It’s one of the fastest-growing brands in the category.”
In addition to the sour flavor profile, Siwack said the quirky, irreverent approach — encapsulated by launches of the “Deadpool” Tiny Hands and James Harden Weird Beard gummies — strikes a chord with their Millennial and Generation Z consumers.
“The whole multi-sensory experience — gummy, chewy, sour — resonates with the fastest-growing demographic,” he said.