Food and candy items are wonderful gifts to give no matter what the occasion. However, in the promotional products industry, the impact can be particularly powerful. Companies create a lasting, positive impression and consumers associate that brand image with feelings of warmth and pleasure—especially during the holiday season. Chocolates, candies, cookies, popcorn, and mints in high-quality packaging with luxurious detailing are prominent in this market sector.
According to Nicholas Santa at Chocolate Inn/Taylor & Grant, the company has noticed a growing demand for retail-inspired gifts, specifically in the packaging options and flavor profiles that are available. “Customers are seeing specialty food gifts in the stores, which carry a high-perceived value and price tag,” he explains. “They are now looking to replicate this exact look and taste through their promotional gifts.”
This notion also pertains to the chocolate market, with the demand for high-quality chocolate on the rise, notes Tom Riordan at Maple Ridge Farms. He attributes this marketing savvy trend from chocolatiers such as Ghirardelli and Godiva. Similarly, Larry Wilhelm at Custom Chocolate sees a trend toward unique customized chocolate products that is driven by a desire to present someone with a unique, memorable gift.
Over at Webb Collection, Jake Peterson comments that the fourth quarter is a great opportunity to promote and show all the different candies, food, and chocolate options to distributors so they can help their customers create truly unique gifts for their clients.
Margaret Dengler of Midnite Snax has seen the emergence of requests for healthy snack alternatives over the last 12 to 18 months, which spurred the company to introduce an entire line of products, such as trail mix and granola bars, that have done quite well. “Fall typically shows an increase in hot chocolate kits or spoons which are fun and delicious and offered in prices for every budget,” she comments. “Of course, the holiday season is right around the corner, and the gift collections and popcorn tins will be flying out the door.”
The food and candy market relies on a multitude of new and best-selling products to tantalize end users and keep them coming back for more. Chocolate sea salt cashews have been added to Maple Ridge Farm’s repertoire based on the success of its chocolate sea salt caramels. Thus far, Riordan reports they have been extremely well received.
Chocolate Inn/Taylor & Grant has launched a new line of Gourmet Candy Cubes that features several of its best-selling gourmet candies and chocolates. “Our kitting capabilities have grown significantly as well in time for the holiday season,” Santa notes. “We now offer quality kits in our new embroidered bags.”
Midnite Snax has added many “new and exciting” items to its 2018 Holiday Gifts Catalog, Dengler reports, including hundreds of new SKUs to its Belgian Chocolate line—which now includes six different size bars that have a choice of 12 candy and snack toppings. “Our Gourmet Belgian truffle line continues to thrive with us offering everything from four-piece truffle boxes, which can be topped off with a custom printed ribbon, to a 24-piece box as well as a 20-piece box with a custom chocolate bar in the center,” she adds. “We have also created an entirely new line of amazing gift towers, with an abundance of stock designs to choose from. We have made it easy—just add custom printed ribbon.”
State- and novelty-shaped themed gift baskets are new from Custom Chocolate. Wilhelm says the contents are consistent with the basket shape, with reusability of the baskets factoring in to their purchase.
Most popular items at Webb Collection include the gift boxes, the truffles in custom decorated packaging and drinkware filled with sweets or customer-decorated coffee, cappuccino, or hot chocolate pods. Peterson points out that the company’s wide selection of candies and chocolates—combined with an array of custom packaging options—help to create the perfect gift.
White Buttermints, Chocolate Buttermints and Chocolate Pastels with Custom Wrapper are the best-selling edibles at Hospitality Mints, according to Alexandra Roe, who adds that the company is trending to beat last year’s sales.
Put simply, samples sell, promotional products suppliers maintain. Roe at Hospitality Mints urges distributors to hand out sample kits with many candy options and custom wrapper examples to their customers, in addition to creating a custom virtual storyboard online to illustrate different wrapper possibilities. Tasting gourmet products and chocolates almost guarantees an order, Riordan of Maple Ridge Farms adds.
Wilhelm at Custom Chocolate recommends distributors blast out suppliers’ sell sheets for maximum exposure. “Self-promotion using chocolate products is also a great way to stimulate holiday sales,” he comments.
Now is the time to begin, according to Webb Collection’s Peterson. “Start suggesting ideas and products early,” he states. “Explain how the right packaging can be reused and kept for years. Educate yourself on a few options in different price points.”
Chocolate Inn/Taylor & Grant’s Santa believes the addition of food to a standard promotional gift enhances it. “This can add perceived value to any gift and make the gift more memorable,” he emphasizes. “Rather than customizing one item, our new kits allow imprinting on the box, drinkware, and food item as well to provide three points of customization. This means your logo will be seen more frequently and make the impact you were looking for.”
In conclusion, Dengler of Midnite Snax notes that food is a powerful promotional tool. “The best way to sell food as a promotional item is to remind the end user that food appeals to all of our senses and leaves a lasting impression,” she affirms. “The memory of how good the food tasted will last way after it is gone."
Case Study
Larry Wilhelm Custom Chocolate End user Wilson Pallet asked for a custom 3D pallet-shaped chocolate piece to represent their business. We enhanced it by adding a peanut butter filling and packaging in a clear gift box to showcase the product.