Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://specialtyfoodmagazine.epubxp.com/i/102355
JELLY BELLY: BIG NAME PARTNERSHIPS W hen Jelly Belly changed its root beer–flavored jelly bean—12 years after its initial launch in 1988—from a generic flavor to one that showcased A&W; Root Beer, the Fairfield, Calif., gourmet candy company realized the benefits of partnering with another brand. "The flavor change and the A&W; branding made a big impact on sales moving forward," says Rob Swaigen, vice president of marketing. "It was the perfect example of what the right partner can do." Building on the success of the partnership with Dr. Pepper Snapple Group and the A&W; flavor, the company's Soda Pop Shoppe line of authentic soft-drink flavors evolved with five other varieties: A&W; Cream, 7UP, Dr. Pepper, Orange Crush and Grape Crush. Working closely with its partners' R&D; groups, Jelly Belly uses the original flavors and concentrates from all its partners in its jelly beans, whenever possible. "We are looking for that "wow" factor," Swaigen explains. "It translates to the consumer and they know they can count on us to nail their favorite flavors, whether it is a Cold Stone Creamery ice cream flavor or their favorite Snapple beverage." A critical point that Swaigen makes is that the co-branded partner products don't have "better" flavors than their own creations; they just offer something different. "They deliver on a promise that it will taste like the consumer's favorite brand, like Snapple," he says. Last winter, Jelly Belly introduced a line inspired by five Snapple beverage flavors made with 100 percent natural flavors, including real fruit juice, Snapple juice-drink concentrates and fruit purees. Leveraging Brand Equity "Our partnerships have brought new use and purchase occasions, like gift and novelty, as well as new people into the category who may have been out of the candy aisle [for] a while but are fans of one of our partner brands," says Swaigen. This opportunity to bring new customers into the category is good for the retailers too. PHOTO: JELLY BELLY Nature may copy our shape, but she'll never copy our taste. And nature isnʼt alone. While many have tried, none can match the unique taste of fine cheeses, spices and twisted sourdough found in John Wm. Macyʼs CheeseSticks. CheeseSticks John Wm. Macy's ® www.cheesesticks.com Winter Fancy Food Show Booth 3104 28 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com