Progressive Grocer - September 2017 - 76

Grocery

With candy
being so
impulsive,
the more the
customers see
it, the more
they typically
purchase."
-Kenneth Hausmann,
Tops Markets LLC

76

Holiday Candy & Snack Merchandising

JJ Rademaekers, CEO of
Boulder, Colo.-based JJ's Sweets,
maker of Cocomels coconut milk
caramels, heartily endorses that
view: "We are extremely successful
when our products are positioned
near the registers or on end caps or
in dump bins. Our impulse items
fly when we offer them up front,
and our pouches do very well on
end caps."

On Display
The design of displays also plays a
major role in drawing consumers to
them - and can even influence where
they're set up in the store.
"This year, we have changed up the designs
and graphics on some of our merchandising units,"
notes Hershey's Grinstead. "Several of them show
photography of different occasions, including baking,
trick-or-treat, candy dish and gifting. Of course,
we keep our top-selling iconic brands - Kisses and
Reese's - displayed on all our units."
"We ... provide an array of high-end merchan-

| Progressive Grocer | Ahead of What's Next | September 2017

dising displays that complement the craft nature
of our products, with the Candy Cane Bucket
Tree and Sweet Shop displays," says Andrew
Whisler, EVP of business development at
Denver-based specialty confectioner Hammond's
Candies, "as well as an eight-product Holiday
Gift Center shipper that makes it very [simple]
for retailers to have an easy stockingstuffer program without having to
source a range of products from
multiple vendors and trying to
find a way to get them to tie in
together in the store-level display."
Superior presentation at retail
is a must for such products, he
advises: "On specialty items like
ours, very few people are setting out on their shopping trips
specifically looking for our brand - we are an
impulse candy - so the stores that can grab the
consumer's attention with visual and creativity and
suggested usage have the most success."
Customization is a smart strategy as well.
According to Craig Spalding, director of marketing for Boulder-based 1908 Brands and brand


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Contents
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