Food & Drink International - Winter 2017, Volume 2 - 62

p

PRODUCERS

Asher's Chocolates

Life Is Sweet

Asher's Chocolates is focusing on branding and funneling its name throughout
the confectionery universe. By Kat Zeman
company profile
Asher's Chocolates
www.ashers.com
Headquarters: Souderton, Pa.
Employees: 200+
Specialty: Kosher chocolate treats
Jeff Asher, president and owner:
"We want the customer to know they
are eating Asher's Chocolates."

chocolate-covered pretzels were dispensed to American Airlines' passengers. "It's like putting millions of business cards in people's hands," Asher
says. "It's really great exposure for us."

Gooey Goodness
>> Each year, Asher's produces approximately 9 million pounds of chocolate at its two factories in Pennsylvania.

N

o longer must Jeff Asher

ask for permission. As the
new sole owner of Asher's Chocolates, he can
now eat as many chocolaty treats as
his stomach can handle.
The fourth-generation chocolatier has been buying up shares of the
company's stock from other family
members. Aside from a few more
shares still owned by his father, Asher now rules over his candy empire
with a chocolate fist.
The Souderton, Pa.-based kosher candy company, celebrating its
125th anniversary this year, is making a few changes. One of the No. 1
priorities on Asher's list is branding.
Although the company will continue
selling its candy to other businesses
to sell under their own names, it's

62

placing a heavy emphasis on funneling its chocolates through the confectionery universe with the Asher's
name on them.
"We will continue with private-label work, but at the same time we will
be promoting our brand," Asher says.
"We want the customer to know they
are eating Asher's Chocolates."
As a part of its branding effort,
Asher's Chocolates is revamping its
website. It has also secured contracts
with major airlines to give Asher's
Chocolates more exposure. Beginning in December, Asher's dark chocolate-covered graham crackers will
be dished out to passengers traveling
in Delta Airlines' first class and business class.
It's not the first time the company
has done this. Two years ago, Asher's

food & drink international * winter 2017 volume 2 * www.fooddrink-magazine.com

Roughly 9 million pounds of chocolate pour out of Asher's two factories in Pennsylvania each year.
Its 125,000-square-foot building in
Souderton houses a candy factory,
corporate headquarters and shipping
area. The company's 100,000-squarefoot factory in Lewistown is dedicated to producing specialty candy lines.
Asher's produces about 1,000 different types of candy. Although the
company is always cooking up new
ideas, many of its recipes have remained the same for more than 100
years. Its most famous sweetmeats
include chocolate-covered pretzels,
dark chocolate-covered sea salt caramels, almond buttercrunch, cordial
cherries, peanut butter smoothies
and a pecan caramel patty.
"Our chocolate-covered pretzels
in milk, dark or white chocolate are
the king of the castle," Asher says.
"But closely behind them is the dark


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Table of Contents for the Digital Edition of Food & Drink International - Winter 2017, Volume 2

Contents
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