RAP protein gummies: ‘Initial turns at shelf have been promising’Īs for new products, Ferrara is developing its own, and exploring acquisition opportunities, he said. “We also understand the power of combining events with the right merchandising at the right time with the right depth to generate the right outcome.” “We have the ability to seasonally index the consumption of our product and measure lift and retention on any form of promotional activity almost immediately – virtually in real time. Meanwhile, tools enabling firms to monitor and evaluate the impact of trade spending far more rapidly and effectively than in the past, meant decisions were much more “ data-driven” than in the past, he said. “Some of our bigger retailers are going through what they call aisle reinvention and you’re seeing really tectonic planogram shifts to test consumer responses, which we like, because if you have brands that are performing well, you win in these scenarios.” In general however, Ferrara has the scale and sophistication to buy forward “so we are purchasing the right commodity at the right time at the right price”, he says: “It doesn’t inoculate you from a black swan event, but it does mitigate minor volatility.” Price supports have kept US prices higher than the prevailing price of world sugar, claims Ferrara CEO Todd Siwak, who says the US sugar regime is “antiquated” and “has come at the expense of domestic manufacturing jobs”. The growth is coming both from velocity increases and increased distribution, he said, noting that Ferrara, which is majority owned by private equity firm Catterton, has also updated packaging across the portfolio and significantly upped its spend on marketing and advertising in the past year. “We have a dozen brands eight are growing strongly and of these, four are growing in the high double-digits.”
Gummy, spicy, sour, chewy, and tropical fruit flavors are popular with Gen Z, Millennials and multicultural consumers, and many of our products index very highly with these segments to an extent I’ve not seen in my career. “And we’re seeing growth predominantly in categories in which we are the leader. Siwak, who is responsible for brands including Lemonheads, Red Hots, Black Forest, Atomic Fireballs, Boston Baked Beans, Brach's, Now and Later, and Trolli, added: “The confectionery category has been growing in the 3% range overall, but within that, non-chocolate has been growing at 5-6% or more. We’re seeing growth predominantly in categories in which we are the leader Todd Siwak, who took the helm at the $1bn+ revenue Illinois-based confectioner in 2014, two years after it was formed from the merger of Farley's & Sathers Candy Co and Ferrara Pan Candy Co, said Ferrara’s strengths were in areas of the market - “ gummy, spicy, sour, chewy, and tropical fruit flavors” – that particularly resonated with young, multicultural consumers. Packaging & Packing Materials, Containers.Processing Equipment & Systems, Automation, Control.
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