Colorful Seasonal Offerings Drive Growth
The global pandemic has not halted new product development at the Ferrara Candy Co. The Chicago-based confectionery company is set to launch a number of products across its portfolio, which includes brands such as Nerds, Laffy Taffy, Trolli, Brach’s and SweeTarts, as well as the recently acquired Keebler cookie business.
Within the cookies portfolio, new limited-time products include Keebler Chips Deluxe Birthday Cake cookies, with milk and white chocolate chips and colorful sprinkles, and Keebler Fudge Stripes Cinnamon Fudge Swirl cookies, which are inspired by cinnamon rolls and pair white cinnamon fudge with shortbread cookies. Both products were developed based on the insight dessert-flavored limited-edition cookies have the highest level of repeat purchases in the category, said Natalie Hagstrom, general manager of the cookies, crusts and cones portfolio at Ferrara Candy Co.
Image source: Food Business News, Ferrero Group
Another former Kellogg cookie brand due for an update is Mother’s. Ferrara is bringing new flavors, shapes and colors to the brand’s classic frosted circus animal cookies. New seasonal offerings include Mother’s Halloween Circus Animal Cookies, which are orange and white frosted bat- and cat-shaped sugar cookies, and Mother’s Reindeer Games Circus Animal Cookies, featuring vanilla-flavored shortbread cookies shaped as reindeer with green and white icing and sprinkles. Early next year, the company is debuting Mother’s Mythical Creature Cookies, which will include cookies shaped like mermaids, unicorns, loch ness monsters and dragons in white or lavender icing and sparkly silver sanding sugar.
“Mother’s Circus Animals is an amazing brand for us that really has caught fire in the social and digital world,” Ms. Hagstrom said. “It is one of the most organic content brands we have and it’s growing for us at 7.5x the category through nothing we are doing intentionally, and we are just about to add a ton of marketing support behind it…
“We also wanted to capitalize on innovation. What we learned with the Mother’s consumers of Circus Animals is kids are playing with the crackers themselves, with the animal shapes… so we’re using that as our jumping off point for inspiration.”
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