There were plenty of smiles when the annual Sweets & Snacks Expo wrapped up earlier this week.
It’s not just that they’d spent a few days in a real life, sugar-sprinkled Candyland; even better was the industry report. Candy is more than dandy. Sales grew to an all-time record $33.6 billion in 2013, and the forecast for this year, with Halloween, the year’s biggest candy holiday, falling on a weekend night, is even sweeter.
For all the talk of healthy eating, it’s our enduring love of candy that rules the day.
The industry likes to talk about the four S’s: snacking, sharing, simplicity, and sustainability, and they were clearly driving this year’s trends.
Many of the old familiar candy bars are shrinking down to poppable, shareable bite sized bits. Scaled-down Milky Ways, Kit Kats, Twizzlers, and Airheads all come as bags of Bites; there are Starburst, Reese’s, and York Peppermint Patty Minis, Sour Punch Punchies, and tiny marshmallow Peeps, hoping to find a life after Easter. Inexplicably, Hershey’s went in the other direction introducing a full-sized Krackel bar, better known as a perennial member of the assorted miniatures bag. Sustainability shows up in a slew of all-natural, fair trade, GMO-free, and organic labels. Some heritage brands are reformulating to rid themselves of gelatin and other animal byproducts to earn the vegan label. There are new chocolate-covered fruits and grains from Dove and Hershey-owned Brookside Chocolates, as well as limited edition and seasonal offerings that purport to tap into the farm-to-table movement.
With thousands of new treats to choose from, experts say it’s likely that just a handful of new products will ever make it to the big time as national brands with $100 million or so in sales. A panel of judges from the National Confectioners Association, which sponsors the annual Expo, weighed in with their six top picks for the show’s most promising and innovative products, and the event’s attendees voted for the people’s choice award winner.
top row l-r: Chocolate Traveler’s Tabasco Dark Spicy Chocolate Wedges, Ripple Brand Collective Dark Chocolate Bark Thins with Toasted Coconut and Almonds
second row l-r: Chocolate Doodle Egg, Jelly Belly Draft Beer Flavored Jelly Beans
third row l-r: Project 7 Coconut Lime Sugar Free Gum, York Peppermint Patty minis- the people’s choice top vote-getter
bottom row: Farts Candy- judged Best in Show (with apologies. I don’t pick ’em)