Larger venue answers manufacturers', buyers' needs.

When the National Confectioners Association decided to move the All Candy Expo from Chicago's Navy Pier site to McCormick Place's Lakeside Center, it signaled another milestone for the annual event. Yet, the decision wasn't taken lightly. After all, Navy Pier had endeared itself to manufacturers

Nevertheless, the show's success necessitated a change of venue, one that could provide the space necessary to accommodate increased participation by local, national and international companies.

Despite the cloudy and rainy weather, a major climatic switch from shows past, there wasn't any doubt that the move answered the call for more exhibition space and more elbowroom. When the doors finally closed after four days of All Candy Expo 2001 on June 7, 5,010 buyers had visited 450 booths encompassing 120,000 sq. ft., a 15.5% increase in attendance, 8% in participation (candy buyers) and 43% increase in exhibit hall space. There were over 135 new companies exhibiting and a total of 15,569 attendees.

As Jim McGovern, vice president of Peerless Confections and this year's Kettle Award winner, says, "What really impressed me was that the room was full. All Candy Expo was a huge display of all kinds of candy. When you walked down those aisles, there were some things that you recognized, and some things you haven't seen before."

And while it's hard to pinpoint what items will prove to be the latest rage among youngsters and/or adults during the coming months, several trends remained evident, such as interactivity, the continuing growth of strong-flavored and fortified mints, extremely sour flavors, dark chocolates and sugar-free items.

At the same time, variations of the above as well as completely different approaches could be found. In many instances, companies used their existing brand equity as a springboard to launch new concepts, says Brian Herser of the New York, N.Y. City-Topps Co., Inc. For instance, Concord Confections, Inc., better known as Dubble Bubble, has extended their line of gum with Dubble Bubble Duo's, where each individual piece of gum features a thematic holiday design in the center of the twist-wrapped piece of gum. Red heart-centers are for Valentine's Day, while yellow bunny-centers are for Easter. The Duo's not only have the special holiday shapes imprinted all the way through the gum, but in addition, the flavors are associated with the colors and shapes.

All Candy Expo
Attendance Comparisons

                                             2000     2001

BUYERS                                      4,673    5,010
EXHIBITORS                                  3,961    4,480
BROKERS                                       836      835
SUPPLIERS                                     288      484

Editor's Note: The total number of attendees for
All Candy Expo 2001 was 15,569 people, including
is not reflected 327 guests/media, which in the
table above.

Herser stressed that people want products that are good tasting, but that do not cost a bundle. "I think that interactive trends are starting to taper off and higher price points have reached their limit," Herser says.

In the meantime, PEZ Candy, Inc. continues to explore new PEZ dispensers, now featuring Disney's Winnie-the-Pooh and friends, Tigger, Eeyore and Piglet. PEZ also has a plush teddybear/key chain dispenser along with a space shuttle PEZ dispenser that you can write with and clip onto your belt, while the lights on the dispenser start to flash.

Calif.-based CAP Candy Company, a division of Hasbro, continues to update its versions of the popular spinning lollipop, featuring Disney Characters Mickey Mouse, Minnie Mouse, Winnie-the-Pooh and Tigger. The new Mickey and Minnie Spin Pop candy holder has the two `mouse-ersizing' while enjoying their favorite sports. Basketball Mickey Spin Pop has Mickey showing his moves by twirling on one foot and balancing a basketball -- all with the push of a button -- while the lollipop spins above the rim. Minnie Spin Pop interacts with the soccer players as the fans go wild.

"We see Spin Pops and all of the products we market as continuing to peak the interest of the consumer, being the kids -- kids influence 60% of the purchases," says Deirdre Gonzalez, v.p. of marketing at CAP Candy.

While many companies may follow the candy market trends, Gonzalez says that CAP lets the candy men float their ideas and let's them know what's cool. "We know more about the trends as to what kids are buying and interested in. Our roots are in the kid/entertainment business. We really understand what kids, ages 6-11, are doing," asserts Gonzalez. For example, CAP's strategic partnership with M&M/MARS has created M&Ms Sports Assortment. When the new sweet soccer green candy dispenser kicks the ball and scores, M&M milk chocolate candies are dispensed out of the goal.

"I see a lot of association in the candy industry," said Anita Loizeaus, president of Georgia-based Andalan Confections. "People are looking for things to associate with. We are so busy in our lives, that if we see something that we associate with, we pick it up ... candies that catch your attention because you relate to it in some way or maybe there is something nostalgic about it."

Andalan Confections is playing along the interactive lines with its Edo candy. "We like to think of it as the ultimate interactive candy," says Loizeaus. The soft, moldable candy can be shaped into whatever you want and eaten. Edo can be rolled, squished and pressed into different forms -- the original edible play-dough. "It's a product that really was created to let kids and even adults expand their imagination and creativity," says Loizeaus.