There’s no doubt about it. The organic and natural candy segment is still on the rise. Now more than ever, consumers are demanding that food manufacturers steer clear of toxic chemicals and additives (such as antibiotics, hormones, synthetic flavors, and artificial colors)—meaning that people’s choices in sweets are facing even higher scrutiny.
This has led to the evolution of some mainstream brands as well as opportunities to expand into profitable new segments for others. For example, classic brand Necco recently converted to all-natural flavors for its Necco wafers, a move the company says was inspired by higher consumer interest in natural products. The glossy discs now eschew artificial additives in favor of natural flavors and colors. New ingredients include beet juice, turmeric, cocoa powder and purple cabbage. The only casualty from the original eight-color lineup? Green. While a natural lime flavor could be created, producing a consistent green hue proved problematic.
The growing demand has also opened the door for boutique companies with a conscience that, for years, have worked uphill crafting original, organic, and all-natural confections. Now, spurred by more public awareness of chemical additives, plus a growing interest in more sophisticated flavors, organics are on the rise.
Natural Niche
The natural and organic movement has offered a great platform for smaller specialty producers. Unlike larger companies that respond to market trends by adding natural or organic lines, many smaller manufacturers have focused on these areas from the outset. Often driven by very personal goals, many of these producers began when the organic/natural field was practically barren. Having persevered, these companies—and their ideals—are finally accepted by mainstream America and beyond.
An excellent example is the Canadian company Pure Fun Confections Inc. “When Pure Fun began, there were no North American companies that exclusively made organic candy and fully understood why organic is a better choice,” says company president Luna Roth. “Over the last few years, consumers have experienced a dramatic rise in allergies and intolerances to synthetic ingredients, and they’re associating this with food,” she adds.
After appealing to unresponsive mainstream manufacturers, Roth took matters into her own hands by creating Pure Fun, which delivers organic, vegan, gluten- and dairy-free candies with no synthetic dyes, artificial flavors, or preservatives. The company offers cotton candy, candy canes, lollipops, and a variety of hard candies--including fruit pinwheels, chocolate meltdowns, root beer barrels, and jaw boulders.
Organic Overachievers
Yummy Earth is another company that has hit the niche nail on the head. Founded by two dads who were stymied in their search for wholesome sweets for their own children, Yummy Earth has shot to the top of the sales charts and delivered what Phil Lempert, food editor for The Today Show, calls “the best lollipop I’ve ever tasted.”
“As an avid label reader and a father of young children, I found myself drawn to inventing the Yummy Earth organic candy recipe when I was unable to find a delicious lollipop for them without also feeding them yucky chemicals,” says Rob Wunder, who along with co-founder Sergio Bicas has crafted the popular USDA- and EU-certified organic, gluten-free, peanut-free, and tree nut-free line of candies and confections (lollipops, gummy bears and gummy worms, and artisanal candy drops), without corn syrup or artificial anything. “The U.S. consumer is becoming more frustrated with the tricks many companies play with genetically modified and artificial ingredients,” says Wunder, “and the consumer is simply voting with her dollars by purchasing Yummy Earth and other organic confections.”
But beyond conscientious moms and eco-cool college kids, Wunder also points to another growing demographic of organic/all-natural fans: foodies. “Many Yummy Earth fans are interested in our flavors first; these are true gourmets that want a Blood Orange Cocktail lollipop or a Pomegranate Pucker gummy bear and will settle for nothing less.” According to Wunder, these consumers are “unfazed and often uninterested in organic ingredients,” seeking instead the more adventurous palette offered by organic producers.
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“To be successful, a candy product cannot simply be ‘all natural’ or organic. Instead, the ingredients are key.”
— Bianca Riethmueller, Caring Candies |
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Natural’s Not Enough
Bianca Riethmueller of Caring Candies has seen first-hand the rise in interest in natural and organic candies. While these products offer something unique and desired, Riethmueller sees that as just the beginning. Response from customers and retailers was brisk after the launching of the Caring Candies line in the United States in September, 2009, at Natural Products Expo East. “To be successful, a candy product cannot simply be ‘all natural’ or organic,” she stresses. “Instead, the ingredients are key. Natural colors are an advantage because consumers, especially parents, the gatekeepers of candy for their children, are increasingly concerned about the adverse health effects from eating synthetic colors.”
Another critical ingredient is the sugar or sugar substitute, says Riethmueller. Even though “it is all natural or organic, it is still sugar, which parents increasingly view as problematic for their children. [It’s the ] same with artificial sweeteners. We have been very careful with Caring Candies to make sure that the product is all natural but also healthy—no sugar and no synthetic ingredients.” Instead, Caring Candies incorporates Isomalt as its sugar substitute, “which is not a sugar but works like fiber,” Riethmueller explains. Among its appeals: Isomalt is fat-free, does not promote tooth decay or hyperactivity, and has a very low glycemic index (9 out of 100).
Selling the Whole Package
As might be expected with conscientious companies, natural and organic producers also frequently incorporate sustainability, recycling, reusing, and supporting their communities as part of their best practices. This can be an important selling point for retailers when customers inquire why an organic brand may have a higher price point.
For example, in addition to using recycled packaging, Caring Candies are made in South Africa in order to promote trade with Africa. “In addition, we work closely with not-for-profit organizations involved in food allergies, diabetes in children, and autism,” says Riethmueller.
Pure Fun also adheres to altruistic endeavors. “We maintain a budget with a percentage of our sales to fund the support of children’s and environmental charities,” Luna Roth says. “We also maintain memberships with allergy associations to ensure that current and future research includes the latest scientific facts about any particular ingredient. In 2009, Pure Fun had 15,000 trees planted on behalf of our customers and associates through the United Nations Environmental Program, and has committed to one million trees to be planted in 2010—in honor of our retailers and consumers—to help offset our carbon footprint.”
In terms of overall selling points for retailers, says Riethmueller, “there is a lot of education going on. Natural grocers are not experts in candy and candy sellers are not experienced in selling healthy candies,” so continuing efforts from manufacturers to give retailers the tools to sell organic and natural candies is a sound investment for both.
Organic Candy, Crystal Ball
So, what does the future hold for natural and organic candies? “The USFDA is presently reviewing ingredients in food and it looks like legislation will be put forward that will cause a reduction in the use of synthetic ingredients and require more clarity on packaging,” says Roth.
“[T]he organic and all-natural candy category is growing quite robustly for YummyEarth around the globe,” agrees Wunder, who predicts only an upward trajectory for organic candy overall. |
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