Blurring borders
This week includes several news stories about companies extending their business across the Atlantic – both ways. Burton’s Foods is expanding from Europe into the US via its new distribution deal with Wal-Mart for its licensed Cadbury’s chocolate fingers while the UK’s largest food producer, Premier Foods, has appointed Kraft’s Michael Clarke as CEO. We have also seen the launch of an M&M’s World store in London, which builds on existing concepts in New York, Las Vegas and Orlando.
My only slight disappointment with the store, coming from the angle of a hard-core confectionery enthusiast, is that, out of a store of 35,000 square feet, only a corner in the basement is reserved for the chocolate itself. The rest is merchandise. Obviously a lot of it comes with chocolate products inside but the corner was the only temple dedicated to the chocolate itself. Now, I like a strong brand with a personality but I prefer when the products themselves are at the forefront, not all the surrounding promotions. But that is only my personal opinions.
So, a week for blurring of international business borders and perhaps also a blurring of the line between maintaining a product at the centre of a business or letting the surrounding promotional products take precedence.
All the best,
Katrine Kjoeller, Editor
Sweets & Snacks Europe
