*Please Note: Due to increased online sales, shipping carriers may be delayed. ‘Plastic recycling is a dead-end street’, claims Greenpeace.If you need customer assistance, or if you are using a screen reader and are having problems using this website, call anytime.Don Lee Farms vs Beyond Meat protein claims case dismissed, three related suits from different plaintiffs still moving through courts.Measuring and communicating sustainability: ‘The biggest challenge right now is the pace of change,’ says Ingredion VP.Suja Life and Vive Organic form wellness shots powerhouse: 'We believe both brands will continue to grow at a double-digit pace'.Motif FoodWorks suffers setback in IP row with Impossible Foods over heme proteins, but remains ‘confident in our legal position’.Working with Retail Voodoo, the Russell Stover's sugar-free packaging was changed from green and red foil bag that looked like Christmas chocolate, according to Lemley, to a cleaner, more premium pack. It’s one of those brands that people look at as a drug store brand or my grandma's brand," said Lemley. "What we were also working on was getting the brand to get credit for its heritage. To this day, Russell Stover hand makes its chocolate through a small batch process in Kansas City, where its operated for nearly 100 years.
"The appetite appeal needed to be corrected." "The strategy to make it look medicinal and diabetic-friendly for people who can’t have sugar was all part of the original strategy in the '80s that doesn’t work in today’s world," he said.
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"They had a brand level communication problem that we were not assigned to resolve but we used the sugar free project as an opportunity to reframe how the entire brand talks about being small batch and handmade."Īccording to Lemley, Russell Stover's brand strategy had not evolved from appealing to consumers who needed to avoid sugar for dietary reasons (e.g. Hershey brought in the 'joi de vivre', high appetite appeal that Russell Stover had intentionally not included in their sugar free chocolate," said Lemley. "It was when Hershey’s stepped into the market is what happened to wake Russell Stover up.
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stevia) to replace some of the ingredients that historically people who are label readers would never ingest." Medicinal-looking product to 'craveable' chocolateĬompanies such as Hershey's and emerging brand, Lily's Sweets, have figured out how to grow sales of its sugar-free chocolate, and a lot of that had to do with marketing its "craveability" factor. "We reformulated and kept the taste the same taste, but used plant-based clean ingredients (i.e. "There were a couple of ingredients that needed to change if they wanted to be seen as cleaner," he said.Īt the time, Russell Stover was using the artificial sweetener, sucralose, to sweeten its chocolate. However, Russell Stover was out of step with the 'clean ingredient, plant-based' consumer movement, according to Lemley. They were the only ones to figure out how to make sugar-free chocolate taste like real chocolate," Lemley told FoodNavigator-USA. "Russell Stover owned the category for well over 20 years. Ditching sucraloseĪfter three years of declining sales, the heritage chocolate brand (founded in 1923) partnered with Retail Voodoo, to reverse the trend. “Our research uncovered the fact that many of these consumers felt that sugar-free brands were offering them the equivalent of a booby prize, so we needed to change perceptions about quality and taste,” said David Lemley, founder/chief strategist at Retail Voodoo, the brand strategy firm that led the rebranding of Russell Stover's sugar-free chocolate brand. Sugar-free chocolate brands including Russell Stover have struggled to keep up with this shifting consumer behavior. At the same time, they have become selective about what they swap out in place for sugar preferring natural sweeteners (such as stevia and monk fruit) to artificial ones, according to a study published by ingredient supplier Kerry. Emulsifiers, stabilizers, hydrocolloidsĬonsumers are shunning sugar and growing more mindful about reducing their sugar intake.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.
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