#Russell stovers salesx upgrade

It was a bit of a balancing act that involved modernizing the box to attract new consumers but also retaining enough traditional elements so long-time consumers wouldn’t be alienated. In September 2018, the company began redesigning its packaging. It’s still assorted but has more of what consumers want.” “We did our homework on what is the right balance. “We talked to consumers and they like the assortment but maybe not each piece being unique,” Riegel says. In response, Russell Stover decided to simplify its flavor assortment. “One man said, ‘If I like caramel and my wife likes caramel, one of us doesn’t get a caramel.’” “Consumers didn’t like that we put just one piece of each flavor in a box,” Castle says. The results of that research were interesting. Others had fond memories of Russell Stover Chocolates but hadn’t bought any in recent years. In April 2018, the company began conducting product research with a group of consumers. “Russell Stover has embarked on a journey on how we go to market that will mean we are going to bring a little more focuse on the consumer,” Riegel says.Īdds Creative Director Kathryn Castle, “We’ve been doing a good bit of work with consumers to understand what consumers really like. “We see an opportunity to grow at or above that and an opportunity to bring a new, younger generation to the brand,” he says. Today, the domestic chocolate market is stable with consistent growth in the two to four percent range annually, Riegel says. That’s where we will keep the focus going forward.” “It was a success and is part of our business but at our core is occasion-based gifting. “The thought was, wouldn’t it be good to make it more approachable ,” Riegel says. The Everyday chocolates come in bags rather than the iconic Russell Stover boxes and are more of a snack than a gift. In 2016, Russell Stover also launched its Everyday chocolates line. We see it as an example of what we can do.” “That’s a pretty big part of the business today and is driving a lot of growth for us.

#Russell stovers salesx upgrade

The upgrade was a “wild success,” Riegel reports. It changed the formula, using Stevia as a sweetener, and also updated the design. In 2016, Russell Stover improved its sugar-free chocolate line for the first time since it launched in the 1990s.

They allow for the local levels to make decisions, which allows for the flexibility and the ability to react and move quickly.” “Lindt runs a uniquely decentralized model,” Riegel says. chocolate makers, just behind Hershey and Mars but ahead of Nestlé. Lindt had bought Ghirardelli Chocolate Company in 1998 and, with its acquisition of Russell Stover, now ranks third among U.S. In the last five years, Russell Stover has undergone a number of changes, starting with its 2014 acquisition by Swiss chocolatier and confectionery company Lindt & Sprungli. Over time, the company acquired the more senior Whitman Candies – founded in 1842 – and Pangburn’s. Russell Stover died in 1954 and in 1960 box manufacturer Louis Ward, who supplied packaging to the company, bought a controlling interest in Russell Stover – which at that time was publicly traded. During the next few years, the company opened several stores in Denver and its first factory in Kansas City, Mo., before relocating all operations to Kansas City. The company started with seven employees and was originally known as Mrs. Russell Stover and his wife, Clara, began making candy in the kitchen of their Denver bungalow in 1923. We think Russell Stover can occupy a unique position in the market.” “Small gestures of thank you and appreciation – people are looking for reasons to be optimistic and generous and show appreciation and for ways to make others happy. “Gifting occasions happen every day,” Riegel says. The idea is to remind consumers that Russell Stover chocolates can be given more often than only on Valentine’s Day or special occasions. To cement its reputation in that area and also pick up new consumers, Russell Stover plans a relaunch of its iconic brand during second-quarter 2019. “Russell Stover is known as an occasion-based gift brand.” Pretty much everyone considers buying a box of Russell Stover chocolates to mark a special occasion or holiday. “We are the market leader at Valentine’s Day,” explains Mark Riegel, who is vice president of marketing. To cement its reputation and grow even more. An almost century-old chocolatier is relaunching its name brand