Jun 13, 2012

One of Europe’s Most Popular Candies is Introduced in the U.S by Sweet & Sour USA

Ralf Conrad, CEO of Sweet & Sour USA, announced the introduction of “Sour!Tails” and “Sweet!Tails” at the recent Sweets and Snacks Expo in Chicago. The product is a filled rope candy that measures nearly three-quarters of an inch in diameter and slightly less than two feet long. It is available in more than twenty sour and sweet fruit flavors. Although manufactured in Europe, the candy is warehoused in Wilmington, Delaware, for North American distribution. It is available by the pallet, in bulk cases, as well as individually clear-wrapped for countertop or pegboard display.

“Having been in the candy business in Germany for quite some time, we were surprised to see very little, if any, fruity rope candy for sale in the U.S.” noted Conrad. “So we studied the market and there were a number of trends and indicators that helped us conclude that the time is right to introduce this type of candy. Judging by the amount of traffic at our booth, orders at the Expo itself, and invitations to make follow up sales calls, there truly is a great deal of demand for our sour and sweet rope candies in the U.S. Our Expo results were a lot better than anticipated,” he noted.

According to Bob Millican, National Sales Director for Sweet & Sour USA, “It’s a different kind of sour. We call it a European Sour, one that has less of a sour jolt to permit more of the fruit flavor to be enjoyed.” And most of the buyers, who were busy sampling the new candy, agreed. Comments were heard, including: “both children and adults would enjoy this”, it tastes fruitier,” or “the sour won’t blow your head off”. Overall, buyers felt that there was more balance between the fruit flavor and the sour tang.

At the Expo, the company brought two merchandising ideas for the display and sales of the candy. One option displayed the candy in bulk, shown in clear acrylic display cubbies. The company also created a prototype countertop rotary display with a colorful header. A show special was offered featuring the display plus 24 pieces of each of 8 flavors. “We got a lot of interest in this, together with a number of suggestions for alternative display concepts. Our prototype was a terrific conversation starter, which was our goal, and having it in the booth led to some serious sales conversations,” said Millican.

The company’s target customers include: candy stores, discount stores, convenience stores, tourist gift shops & fairs, and drug stores.

Sweet & Sour USA is located at 49B Germay Drive, Wilmington, DE 19804. Phone: (302) 429-SOUR. www.sweetandsourusa.com