Forever Beauty

Wall Street Journal’s 13th February edition had an attention-grabbing article titled “Stimulus Candy Plan: Pack it with load of Caffeine”. The writer Katy McLaughlin starts with the news that the candy industry is coming up with newer varieties of sweets that contains substances other than sugar. The latest buzz is that candy and chocolate manufacturers are coming up with sweet products that are rich in caffeine to challenge the stiff competition they face from the popular energy drinks in the market. The $29 billion chocolate, candy and gum industry in the US are also right on their toes to come up with attractive names and messages to lure the audiences similar to the strategy adopted by the caffeine induced energy drink marketers.

There is no doubt that the candy industry is truly responding to the varying trends in the marketplace. A few facts and figures that follow will show why the candy industry is going for such an overhaul in its products. According to the Census statistics in the US, the percentage of kids between the age group of 6 – 11 has reduced by 3.3% in 2007 compared to the year 2002. Confectionery sales have also seen a downward trend of 4% in 2006 when compared to its performance in 2001. On the other hand, the sale of energy has risen alarmingly by about 400% and more from 2001 to 2006 and is now a $3.23 billion industry.

The alleged fears of health related issues like diabetes and obesity have eaten up on the sales of the candies and chocolates. Hence, to sustain themselves in this Food and Beverage industry, the candy companies are launching new products in the market by using the popular ingredient caffeine, which has been used in energy drinks, which has helped in increasing the sales of the energy drinks many a fold.

The following are the new energy candies that are making a huge cry in the market lately:

• Mars and Snickers candy bars are now filled with caffeine similar amount to what is seen in a cup of coffee. The other ingredients used are vitamin B and amino acids which are also ingredients of the energy drinks.
• 100 milligrams of caffeine are added in the Buzz Bites and Foosh mint candies from Vroom Foods.
• Extreme Sports Beans from the Jelly Belly Company is also loaded with electrolyte apart from 50 milligrams of caffeine in a one ounce bar.
• There are traces of caffeine found in the popular Ice breakers Energy mints from the popular brand Hershey’s’.

There have been statements released by leading candy companies like Mars and Hershey that the new products launched in the market are purely based on consumer interest and are not intending to sell the same to children of younger age group. Other candy companies have tagged their product as unsuitable for children, pregnant women and people who are susceptible to caffeine. Some companies have instructed the retailers to display their candy products along with the energy drink cans while some companies have asked the retailers to place their products with other candy bars. But parents are pretty well aware that kids would be very much fascinated to buy these types of energy bars not heeding to know about the ill effects that these candies possess.