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,v Pros sharpening new product know-how ; (,Crmfinned frorn preceding', nage), the adult market." Somctiincs, test items are marketed with a bonus: a new idea in packaging: Bowers Can- dies, Moorestown, N. ]„ has re- cently introduced its nut confec- tions in sleeve-wrapped, twin- packed units, each sleeve hold- ing tivo five-ounce gold colored, easy-open aluminum server cups. A "sizeable" ad campaign,, including newspapers, bill- boards and in-store promotion, - was keyed on the selling point "ne.v break-through in instant entertaining." Testing the SnaN ,kles' (Peanut crunch, Ca.shew Crnnch~ and Cashew Squares in ~^ the Delaware Valley, Bowers witii the aid of independent ~ marketing research decided to V, \ spread distribution - which to- day day extends east of the Missis- sipoi sipwi River. Other new candies helped by ~ wood marketing efforts, includ'e: ~ U.S. *Tobacco's Circus Foods bars, "Hootenanny" and "Shin- ~ diF;" and other cleverly named N ~/ products (now in test stages)- National ~ National Biscuit Co.'s "The Q, Wild One" and "Nlrttv Crunch" O bars, and Beatrice Food's milk \ chocolate cluster t}!pe candies ('•('he..•ey-Kins," "Kuth,-Kins,' "Raisin-Kins" and "Cnuichie- Kins'). Beatricc in its latest fi- -Inancial report spoke of 15 can- dy prodircts recently, intradueed. But these and other candies have faced climbing marketing cnsts that todcav can approach' 75 pc•r mnt of the sc]ling pri'(n This proves to be expensive 1965 showed 75 per cent of re- when consid'ering the high per- spondent firms with plans to in, centage of new product' failures. troduce new candies, in 1966- A cutback of new candy. intro- 67:`2 per cent,' and in 1967-49 . ductions of late is evident' in per cent with new candy plans ~ NCA's annual survey, which in for this year. , ~ September Page 4 Candy Industry 1-towntree has new rep BOSTON-Philip Morris, Inc., will become the national distri, butor for Rowntree & Co., Lt&, candy products in the United States, the two companies an- PRODUCTS are diversif'ied: nounced during the NC«A con- vention here. Philip Morris plans to work with the British candymaker's established distribution network in this country under the con- tinuing direction of Wade C. Smith. Rowntree candy products in- clude Kit Kat, Aero, Caramell Crisp, Coffee Crisp; Black Mag- ic and IDairy Box, bothi boxed chocolates, and After Eight thin mints and Polo Mints. Philip Morris has been test marketing three Rowntree prod- ucts for the past year in Louis- ville, Ky.; Cincinnati, Ohio, and Indianapolis, Ind- A Philip Mor- ris spokesman told CI that the test market reception for the products was very good, Kit Kat, one of the world's best sell- ing candy bars; went beyond all expectations,,he saidi Paul D: Townsends vice pres- ident-general products of Philip Morris Domestic, stated: "The candy industry is a steadily growing business in the United States. Certainly we at Philip Morris believe that our U. S. marketing experience on similar products (Clark Gum) will complement Rowntree's interna- tional marketing know how an& their unique candy lines." N .°V ~ N A 0 N ~ ~ CA 10