Ferrara extends Easter line-up as it looks to double revenue by 2020

Jelly beans account for over 40% of non-chocolate Easter sales  Source: Ferrara Candy Company

Ferrara Candy Company has expanded its Easter portfolio with four new products.

The new line-up - currently available at retailers across the US including grocery, drug, and dollar channels - comprises Sour Brite Gummi Beans and Extreme Sour Egg Bites under the Trolli brand, and Brach’s Classic Jelly Bird Eggs and Fruit Crème Jelly Beans. Prices range from $1.50 for smaller sizes to around $2.99 for 16 oz. bags.

Ferrara research showed Millennials are drawn towards intense sour flavors in a chewy format, and the company said it was confident the new items would be a proven addition to its Easter range.

The company is the largest manufacturer of jelly beans during Easter, according to Peter Goldman, director of Brach’s and seasonal confections. He added that Ferrara's seasonal business had recently outpaced the overall market for seasonal non-chocolate products.

Aiming to double sales by 2020

Although Easter falls relatively early this year - reducing the period for selling Easter confectionery - Goldman said the business was performing well and had produced more than 15 million pounds of beans this Easter.

“We hope to continue to grow our share during Easter in the non-chocolate category for the sixth season in a row," he added. “Jelly beans account for more than 40% of non-chocolate Easter sales."

Ferrara's revenue in the non-chocolate confectionery category was $1bn in 2015, and the company is hoping to double that by 2020.

"We’re focused on investing in research and development to continue to perpetuate this growth," said Goldman, adding that Ferrara’s seasonal team was continuing to look at new flavors and product forms.

It was this week announced that Ferrara is among six companies that have pledged not to advertise their products directly to children under a new initiative.

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