Ferrara targets younger consumers with candy upgrade

OAKBROOK TERRACE, Ill. -- The largest non-chocolate manufacturer in the U.S. is overhauling some of its iconic brands to appeal to the changing tastes of Millennials and Generation Z.

The company is retooling its Red Hots and Now and Later brands with new flavor profiles, chewy offerings and packaging design updates.

“Our iconic brands have built up strong equity, but it’s important to adapt and change to stay relevant with today’s consumers,” said Jamie Mattikow, chief commercial officer, Ferrara Candy Company. “Our new Red Hots and Now and Later offerings tap into consumers’ increasing interest in sour and intense flavors in a chewy format.”



According to Ferrara, updates to Red Hots were made based on marketplace trends showing Generation Z and Millennials have an increased desire for hot and spicy flavors and chewy formats. The traditional cinnamon flavored hard candies are now available in three new hot and spicy flavor combinations (Kick’n Mango Lime, Sizzling Sour and Dark Chocolate) and feature new packaging. 

Now and Later was originally sold in just three flavors, but today’s consumers enjoy 23 flavor variations. To expand the offering, the Ferrara R&D team says it focused on developing flavors that deliver an extreme sour flavor in a chewy format. The result is new Now and Later Extreme Sour fruit chews, the first super sour taffy in the category available in Watermelon, Apple and Cherry.



“As a result of our research and new product development, sales are strong and growing for both brands,” said Mattikow. “Now and Later sales are currently up 13% and Red Hot sales are up 7% compared to the overall non-chocolate confectionery category which is posting at +4.4%.”



Ferrara's candy brands are available at most retailers nationwide including grocery, drug, and dollar stores.