Chicago-based confectioner Fannie May has been part of Chicago’s holiday celebrations since the premium candy company arrived in 1920. Now, the Ferrero-owned brand has spread its confections to cities everywhere. And while we connected with marketing leader Fernando Bernardo while jingle bells were still ringing in the air, the company offers seasonal innovations for sweet-toothed celebrations for nearly every holiday and occasion. We chatted about its festive Jolly Trolley winter holiday activation, and much more.

Jenni Spinner: Fernando, could you please tell us about the Fannie May Jolly Trolley, how you came up with the idea, and what's that journey all about?

Fernando Bernado: The Jolly Trolley really is meant to celebrate the 105 years of Fannie May. That's the anniversary we're celebrating today, and the Chicago heritage, transforming this iconic city experience we have in the Fannie May Tour into the chocolate lover's dream.

We wanted to create something that brings joy directly to people that it's tied to, whether you're local or whether you're a visitor in Chicago. We know so many people come to visit Chicago this time of the year, and we thought there was no better way than putting this experience into a moving holiday wonderland on wheels, so we created this journey that is about 35 to 40 minutes right along Michigan Avenue. It starts at the Fannie May store, it goes until Water Tower, then comes back, and this journey is filled with tastings, entertainment and lots of surprise moments to capture the magic of this season.

JS: I was lucky enough to ride it; you used the word “magical,” and I would agree with that. You board the trolley at the flagship store, which in and of itself is pretty eye-popping, decorated to the gills for the holiday. Then you get on the trolley, and you step inside and there's a conductor dressed in old-timey clothing and a guide at the back, helping you along the journey. You get a box of Fannie May candies, which is a treat. And along the way, you taste the treats. 

I was wondering, Fernando, if you could tell us about the treats that guests enjoy while they're taking this magical ride.

FB: On this ride, our guests enjoy some exclusive novelty chocolate throughout the ride, and that features a curated selection of our handcrafted chocolates that really showcase the best of Fannie May's quality and craftsmanship. I'm going to review here what some of these are. It's the Pixies, the Fannie May Peanut Butter Truffles. We're also going to taste the Trinidads and Vanilla Buttercream.

JS: The Vanilla Buttercream has some history. That's the first truffle that Fannie May came up with, right?

FB: That's correct; that was the very first one.

JS: Yes, just as good as the day it was born. When people board, the treats aren't the only treat—could you tell us what people see when they step aboard?

FB: As I said, beyond the chocolates, we have our amazing taste conductors that really bring the experience to life. They are very well versed and captivating, their storytelling about our heritage, the story of Chicago, and how both Fannie May and Chicago stories are interconnected.

In this journey, you'll hear a lot of the 1920s jazz holiday classics. We built plenty of surprise and delight moments. The trolley is going to stop, and there are different surprises along the way. Guests are welcome to get out of the trolley to see the surprise, or stay in the trolley, take photos, and take videos. With the Jolly Trolley tickets, they unlock exclusive rewards in our stores as well.

Photo: Jenni Spinner

JS: Speaking of the store and it being decked out for the holidays, once you step off or before you get on the trolley, the store is just full of holiday offerings—not just the signature items like the Mint Meltaways, but there's lots of other holiday items and core lineup items that people could pick up and take home and gift (I'd be tempted to just eat them all myself). Could you tell us about some of that stuff and any stuff that's new for 2025?

FB: Yes, you are absolutely right. Recipes like the Mint Meltaways; they are absolutely iconic because they've been a tradition for generations here in Chicago. They're this perfect, smooth, creamy mint center. The Trinidads and Pixies also are very big hitters over the holidays. As you can see, too, we have a box which is the More the Merrier. It's a holiday box with some of the best of Fannie May confections packed in a beautiful gifting box. But we have some also recipes that are limited-time offers only for the season, such as the Peppermint Bark; it comes in a beautiful tin. Also, if you want to give a very sophisticated packing gift, the Peppermint Barks are one of my favorites. For people who like creams, we make these delicious eggnog creams, only available this time of the year.

If we’re not just talking gifting or sharing, but for snacking, we have the Peppermint S'mores. S'mores is one of our bestsellers in so many stores, and we bring that to life with a peppermint recipe this time of the year, too.

JS: The start of the new year is a time for new things. Does Fannie May have any plans for new products or other surprises in store that you can share a sneak peek of?

FB: Absolutely. I think that's what 2026 is supposed to be, in my opinion—one of the most exciting years for Fannie May. We are bringing some new surprises to stores. We're looking to expand experiential activations like the Jolly Trolley. We're looking to bring some new products. I'm going to give here a sneak peek on one of them: Starting next year, we'll be bringing back ice cream to Fannie May stores. Our guests, in the summer, they're looking for the Fannie May taste in different forms, and we know ice cream is one that resonates with that experience. That's going to start at the Fannie May store, our flagship store on Michigan Avenue, but eventually we're going to scale that to other stores as well.

I would say the best way to stay in the loop with everything else that's coming new on Fannie May is follow us on Instagram or Facebook, @fanniemaychocolates, and visit your local Fannie May store because we are bringing the new; every different month we have something new to entertain our guests.

JS: Before I let you go, what's your favorite Fannie May item of all time?

FB: That's a tough question because it's like asking my favorite child! I have many, but if I had to choose, I'll say it's the Trinidads. I love coconut, and the Trinidad is this creamy chocolate ganache that is enrobed with a coconut coating on top. And it's not overwhelmingly flavored with coconut. It's very subtle notes of coconut with the coconut flakes and it just makes such a good balance and perfection when they match it with chocolate and it can't go wrong. So that's my favorite one, but I'll take, pick Pixies or mint anytime as well.

Listen to the full conversation with Fannie May's Fernando Bernardo.

Ferrero Group is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.