That statement, indicating more than one location across the country, provides the first clue that Price is a larger chocolate company than might be generally realized. Price is looking to particularly target the mass merchandise and drug store sectors, she tells Professional Candy Buyer . Products in the company's three lines include the Price's Fine Chocolate trademark Annaclair's, with assorted vanilla centers, all milk fudge centers and all milk vanilla centers, in a variety of box sizes. Also avai lable is a range of seasonal items, including gift packs with plush toys and gift-wrapped boxes. House of Bauer items are Bavarian Chocolate Meltaways, which reflect their mass market appeal with five-ounce boxes offered in sidekicks and floor displays.
Farmer says quality is paramount, including packaging, which is changed at least every two years.
She confirms the company sees consumer demand in the mass market for quality boxed chocolates, which she believes will continue. This focus on the mass market is reinforced by the company's hiring of Bob Simon, former president of Squareshooter Candy Co., whose experience has earned him special responsibility. Part of his work includes developing the company's broker network, appointing brokers specifically working with mass merchandisers. However, Price isn't losing sight of its roots, and it's no coincidence the company's new president and CEO, Steve Hendley, joins the company with valuable experience in the gourmet and specialty food market. Price's lines for 1998 can be seen at the Fancy Food Show in San Francisco this February, but it is also worth travelling to the K.C. headquarters to say you've visited the world's deepest candy company.