Brown Sugar. Hard Centers. What's in a name?

EDITOR'S NOTE: When you run a small business, there is never down time. While Christmas and Easter keep us running simply to fill orders, the spring months are devoted to catching up with paperwork and marketing. Each spring, we at Anderson's Candy Shop take a step back and look at trends in what we are selling, and NOT selling, and try to correct. This year we noticed three major "duds" in sales. The following walks you through what we discovered and the changes we have made in response.

Names are important. 

Would you look something up on “Backrub”?

Would you watch a movie starring Norma Jeane Mortenson? Or a cartoon show about Mortimer Mouse?

Does a nice, cold “Brad's Drink” sound delicious?

How about using Google to search for a movie staring Marilyn Monroe or Mickey Mouse while drinking an ice cold Pepsi?

Sound better?

Surely each of these name changes had an impact on the popularity of each person or product.

At Anderson's we recognize that names carry a lot of weight and we like to think we understand a thing or two about naming our own products.

But sometimes, we know we've gotten it wrong.

Two years ago a customer pointed out an error in our ways when he insisted that werename the Filbert candy bar Hazelnut.

A few letters different and today the once slow-selling chocolate covered Filbert is enjoying a lot more love and understanding as the trendy Hazelnut.

We feel it is that time again.

Our storefront associates have pointed out to us that a few of our handmade chocolates need a new lease on life – and an updated name!

Don't be alarmed, we haven't changed a single recipe or ingredient. But, we did listen to our storefront associates suggestions, and the next time you're in our shop or browsing online, you will notice some new products (or at least new names)!

The first starlet to enjoy a name change this spring was our Meltaway Cream bar.

Sweet, rich and smooth this candy bar was constantly misunderstood.

Folks who loved peppermint would reach for Meltaway and then recoil when they realized what they were reaching for was not mint, but a brown sugar buttercream.

And who could blame them?

Meltaway Fudge is minty, and so are Frosted Meltaways … what were we thinking!?

With the help of a call-out to our Facebook friends and a brainstorming session in house, we settled on a more descriptive name.

So, on a rainy Friday in May, Meltaway Cream became Brown Sugar Buttercream.

It has been almost a month now and we don’t think Brown Sugar Buttercream will ever look back!

Instead of being passed over by those seeking mint, scores of chocolate lovers are now enjoying the velvety, brown sugar cream center.

It is funny to be on the serving side of the counter when one of our regulars exclaims, "Oh, Brown Sugar Buttercream! That sounds good. I don't remember seeing that before. I'll try one of those."

Little do they know it's been there all along.

In some ways, changing the name of a product is as easy as ordering new packaging.

But the transition also presents challenges.

We fret - will current fans of the given product be able to locate it under its new name?

Will fans fear that we have changed more than the name and - gulp - the ingredients, too?

These were some of our major concerns with the two other candy products that we have recently renamed – our Hard Centers assortment and our Hard & Soft Centers assortment.

Although these assortments include some of our most popular pieces of candy - Buttercreams, Caramels, Peanut Butter Crunch pieces for example - they are duds at the sales counter.

And again, who could blame the customer? What is a “Hard” center?

The word Hard is typically associated with rocks, stones, breaking teeth, and difficult personalities. Not delicious candy!

And for that matter, a “Soft” center could be… well, anything.

So, after more brainstorming, we arrived at the following longer, but hugely more descriptive, new names.

INTRODUCING! Crunchy, Nutty, Chewy. (Formerly Hard Centers)

If you are a fan of chocolate dipped crunchy centers like molasses and mint chips and peanut butter and raspberry crunch AND you love our chewy centers, including caramel,nougat and butterscotch AND you are a fan of our chocolate dipped nuts - you can now purchase a box of our Crunchy, Chewy, Nutty centers!

And, last but certainly not least, we introduce to you: Everything But Nuts.  (Formerly Hard & Soft Centers)

If you are a customer who loves everything we make, BUT can not have nuts then Everything But Nuts is for you!

We know it's not Pepsi or Google, but we're hoping these names changes really do give our beloved bar and boxes new leases on life.

How Filbert became Hazelnut

EDITORS NOTE: In this blog I aim to share what it is like to grow up in, and work at Anderson's Candy Shop through stories about our family, customers and our chocolates.

My two favorite aspects of my job are collaborating and goofing around with my sister, Susanne and being able to interact with our customers.
This blog... well, it showcases my two favorite things and lets you in on some recent drama at the shop surrounding a little-known nut. This post is based on a true story. There is a real customer named Michael Hedrick and he really did give us a $20 bill. We got a little creative from there. I hope you enjoy!
                                                                                                       

Meet Filbert.

He’s round (chubby, some say), with pale skin and brown freckles.  

He’s earnest and follows the rules (maybe a bit naïve).  He doesn't quite fit in, a bit of a square peg in a round hole – or in this case, a round peg in a square hole.  He’s nervous a lot.

Filbert also happens to be a nut that we at Anderson’s dip in chocolate and sell in candy bar form. And, for a long, long time, Filbert has been very unpopular.

He just doesn't fit in with the rest of the nuts.

Brazil is tall, handsome and foreign; Cashew deliciously curvy with a golden brown tan; Pecan has delicate, symmetrical folds and Almond is just everyone’s favorite.

With competition like that, who wouldn't be nervous?

But Filbert dreams of more. 

He dreams of achieving his inner potential.

Filbert dreams of transcending his small, freckled stature and showing the world what a robust, smooth flavor he has.

He may not taste like the other nuts, but that is his strength. He is unique and he dreams of one day standing up and boldly saying, “Add me to your chocolates! No longer will I apologize for my roundness!  CALL ME HAZELNUT!”

We Anderson’s have talked of Filbert’s potential, but we haven’t been able to bring it out – until now – until we met Michael Hedrick.

Michael Hedrick of Barrington

With one gesture, Michael changed the course of Filbert's destiny and crossed over from good customer, into the territory of customer of legend.

On a recent trip to our Richmond shop Michael met Filbert.

While Michael is typically more interested in our fruit selection – apricot and coconut are among his favorites – he inquired on that trip about Filbert.

As he gazed down through the glass of the candy bar case at our selection of chocolates, his eyes passed over the nut section and he asked one of our employees, Barb, a question that got straight to the heart of the matter:

“What is filbert?” he mused.

Barb, having known filbert a very long time, told Michael that Filbert was also sometimes known around the shop as Hazelnut.

Fascinated by the fact that such a dynamic little nut had been hiding in the bar case right in front of him for so long, Michael wondered why Filbert hadn't let the world know who he was inside.

“What would it take to let Filbert be Hazelnut?” Michael asked Barb.

“You stamp each bag with the candy bar’s name – is all it would take to make the change buying a new stamp?”

Skeptically, Barb replied, “Yes.  But I’m not sure Filbert will ever change.”

About a month passed and unable to stay away, Michael found his way into our Barrington shop and visited Filbert.

Michael felt compelled to give Filbert the push he needed to realize his true potential. Micahel knew that Filbert had everything it takes to be a star, what he needed was an image makeover and someone to fund it.

After checking out with his bag full of chocolates, Michael approached Katie about Filbert's situation and offered to fund Filbert's metamorphosis.

Michael handed Katie a fresh, crisp twenty dollar bill and said those words that Filbert had so longed to hear, “Buy a Hazelnut stamp.”

It was a long road, but clad in his new label the Hazelnut that was there all along finally came out. 

He isn't nervous around his peers anymore.

He’s proud to be the round little nut with the big, smooth flavor.

They say the clothes make the man, and in this case, the stamp made the nut.
http://www.andersonscandyshop.com/product_info.php?cPath=cPath=53&products_id=112

FAQs & good stuff to know about the new Barrington location

EDITOR'S NOTE: We finally opened the shop in Barrington! Saturday, November 17 was our Grand Opening and it was wonderful to see so many new and familiar faces at the event! As promised, the following is a list of information you should know about our new second location and some FAQs. If there is anything we missed, please let us know in the comments section at the bottom of the page or at AndersonsCandyShop@gmail.com 
 

Q: Where is this new store?

 A: We are located at 218 W. Main St., Barrington. That is four houses west of the Jewel/Osco in a yellow house (pictured left). Parking is in the rear.


Q: We had trouble finding you, did you know your signage is not good?

A: Yes, we know. We are sorry. We are working with the village to get better and more permanent signage approved soon.

Until then if you are having trouble please call us and we'll help get you here (224-655-2060)

Q: What are your hours in Barrington?

A:  Mon-Wed: 9 a.m. to 5 p.m.
      Thurs-Fri: 9 a.m. to 6 p.m.
      Saturday: 10 a.m. to 7 p.m.
      Sunday: 11 a.m. to 4 p.m.

Q: Do you carry all of your candy bars in the new shop?

A: Yes, we carry our full assortment of candy bars in milk and dark chocolate. However, we have much less space for storage at this location so if you are one of our customers who likes to buy 30 of a single type of candy bar at once, for example, 35 milk chocolate Nougat (you know who you are ) we recommend calling ahead and making sure that we have enough stock to fill your order.

Q: What are the differences between what you carry in Richmond and in Barrington?

A: In Barrington we will not have the ability to make large specially packed boxed assortments for you. This is due to storage space constraints. So, for example, if you are one of our customers who likes very specific candies, like only dark chocolate Lemon Creams, you would need to call a few days ahead to have them packed up in Richmond and sent to Barrington for you to pick up. There will be no extra charge for this.
 
Another big difference is the way the candy is presented in Barrington. Much of the chocolate is self-serve for the first time!

You can see below is a picture of our "candy bar wall" (from back before we opened) and a few close-ups of your favorite wax paper bags :)

Q: Who will staff the Barrington shop?

A: In the beginning it will be mostly Anderson's including fourth-generation candymakers Katie and Susanne along with close family friend and longtime employee Rachelle Johnston. We will hire locally however within the coming months. If you are interested in part time work, please email Katie at AndersonsCandyShop@gmail.com

Q: Will you have your gourmet sauces and dips?

A: For the most part, our dips and sauces selection will mirror Richmond.

Q: Will you have gifts, candles and jewelry like in Richmond?
 
A: For the most part, no. This shop is much smaller so we will focus on chocolate and also a few items which support the Barrington Area Historical Society -- our partners in this new endeavor.

Q: Can I place mail orders, Christmas orders, etc. in Barrington?

A: Yes you can. We will be happy to assist you just the same as if you were in Richmond or calling from your home.

Did your question get missed? Please contact us anytime toll free at 1-888-214-7614. For Richmond-centered questions call 815-678-6000

For Barrington dial 224-655-2060 

or simply email andersonscandyshop@gmail.com