Nassau Candy introduces more bulk candies, expands into dextrose market

By Deniz Ataman

- Last updated on GMT

Source: Nassau Candy
Source: Nassau Candy

Related tags Confectionery Sweets & Snacks Expo dextrose

Nassau Candy’s positioning in confectionery as an importer, manufacturer and distributor allows the company flexibility to focus on innovation and its customers’ needs by filling in the gaps from discontinued but in-demand products, Dana Rodio, director, marketing and brand strategy, Nassau Candy, told FoodNavigator-USA.

At the upcoming Sweets & Snacks Expo​ in Indianapolis, Ind., May 14-16, Nassau Candy will present new launches from its Nancy Adams and Clever Candy brands and offer dextrose options from previously discontinued confectionery brands.

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Leveraging its chocolate manufacturing capabilities, Nassau Candy’s inhouse line, Nancy Adams, packages its traditional bulk chocolate covered pretzels and graham crackers, and sea salt caramels and s’mores bites in tubs and individual packaging for impulse and individual purchases at retailers. Source: Nassau Candy

Leveraging its chocolate manufacturing capabilities, Nassau Candy’s inhouse line, Nancy Adams, packages its traditional bulk chocolate covered pretzels and graham crackers, and sea salt caramels and s’mores bites in tubs and individual packaging for impulse and single-serve purchases at retailers.

“For the Nancy Adams items, we have not really gone after this single-serve program before. We have really worked on more of a gifting line attached to this. … Now this is going after the self-consumption business. People still want a chocolate covered pretzel. You do not have to give it as a gift. You can buy it for yourself when you are at the register with a nice grab and go,” Rodio explained.

Clever Candy fills in the gaps of discontinued candies

Clever Candy, a “young brand for Generation Alpha,” features a variety of bulk and shelf-ready candies, including gumballs in assorted colors and jaw breakers, Rodio explained.

While Nassau Candy’s Clever Candy customers include a range of small to large retailers, the brand is expanding its customer base to retailers “that sell primarily apparel, or accessories and they are recognizing that candy … is a great impulse item,” Rodio said.

The brand will feature several varieties of gum balls at Sweets & Snacks, including one-inch gumballs in single, shimmer and assorted colors in an 850 count for bulk retail and 2-pound bags that are “shelf-ready and customer friendly.” The brand also offers additional gum ball sizes in bulk for in-home and commercial grade vending machines.

Clever Candy also is introducing its packaged Comet Crusher jawbreaker, the largest in the world measuring at 4 inches, Rodio explained. The brand also released two new flavors for its wrapped jawbreaker line in Cinnamon and Rainbow which comes in lemon, orange, cherry, lime and grape flavors. Additionally, the Psychedelic jawbreaker will feature an assortment of sizes including 1/2-inch, 1-inch, 1.25-inch and 2.25-inch, providing a range of snacking experiences for consumers.

The increased production for jaw breakers is due to “main manufacturers discontinuing their SKU count available in bulk," Rodio added.

The discontinuation of the popular flavored powdered candy brand, Pixie Sticks, prompted Clever Candy to produce Clever Candy Straws last year. In addition to the 2.7-ounce bag and bulk 100-count bag of single straws, Clever Candy offers a 15-inch giant straw, which will ship in late summer and fall.

Introducing trademarked dextrose options

Clever Candy’s foray into the dextrose market is marked by its production and bulk offerings for several discontinued bulk candies, including Fruitz, the brand’s trademarked version of the discontinued Runts candies, and the trademarked Poplets for the discontinued Sixlets candies.

“Dextrose is interesting because it comes [in] really bright, vibrant colors and shapes that are unattainable to get in a gummy just because of the nature of the formula,” Rodio explained.

She continued, “It is a great item to have in your store because it has a really long shelf life, and you do not have to worry too much about temperature control.”

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“Dextrose is interesting because it comes [in] really bright, vibrant colors and shapes that are unattainable to get in a gummy just because of the nature of the formula,” Rodio explained. Source: Nassau Candy

The Fruitz assorted candies will be available in a variety of colors and flavors, including yellow and assorted colored bananas in a banana flavor, and colorful shapes like hearts, stars, fish, ducks and Gerber daisies.

While Nassau Candy is not “necessarily filling a void” with the existing assortment of dextrose in the market, many companies “have run into production issues,” which prompted Nassau Candy to maintain a reliable stock, Rodio said.

“This happens a lot when large companies purchase candy brands. Sometimes they moonlight the brand for a period of time and bring it back. Sometimes they discontinue it indefinitely. … It could [also] be the larger chain retailers are not purchasing at the same scale,” Rodio explained.

She added, “Nassau Candy is committed to servicing all scales of business. We still have a large customer base that is extremely specialty and small and we want to make sure they remain in stock and that we can support them. We are in a unique position to take in smaller quantities than what these larger manufacturers are likely having to produce to be profitable, so we are able to bring in and support smaller accounts while working with the larger accounts on maybe more custom programs within that collection.”

                                                                                                                                         

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