Romancing the Bar
Because chocolate is an area of opportunity for Taylor & Grant Specialties—among all the company’s product lines, it comprises 10 to 15 percent of sales—Jovetic reported the company still is looking to fulfill a niche in the fairly competitive market. “There are plenty of people that do a great job in this industry for chocolate and we try to do the things that they don’t do,” he affirmed. Its new merchandise for the holiday season will utilize a fairly cost-effective maneuver in which existing hard candy from one of the company’s other lines is crushed into the chocolate mix. “It gives a wonderful texture and a great mouth feel that at the same time imparts great flavor,” Jovetic added.
Taste customization, such as what Taylor & Grant Specialties currently is undertaking, is a direction Jovetic believes will continue to define the growth strategy of promotional chocolate on the whole. “We can offer products that have far less limitation than anything else in the industry because of what we can do … to the product. We can make it taste any way that anybody wants, we can make it look any way that anybody wants,” he said. But as the recipe index keeps on growing for chocolate, it’s also important to recognize a piece is only as good as its packaging. Jovetic maintained Taylor & Grant Specialties is moving away from wrappers and toward tins as a means of presentation. “What we’re trying to do is find more product that fit the packaging and being able to deliver that,” he explained.
Ingenuity is plentyful in the chocolate world:
• Chicago–based A La Carte recently introduced colored chocolates to go the extra mile when it comes to staying true to a brand message.