What are some of the key changes
in this category in the past year?
Fannie May: Customer expectations
are continuing to change. Customers
want and expect quality and value.
They are willing to invest more in their
purchase, but they expect quality for
What are some of the challenges
in this category?
As customers’ expectations change,
so do the retailer’s expectations. Shelf
placement is at a premium and manufacturers must keep that top of mind.
How has your company been a
category leader in this segment?
Fannie May has taken a different
approach to the category and partner-
ing with retailers. Our approach is
focused on selling through our retailer
partners, not simply selling into our
How do you partner with food
retailers to help them become
successful in this segment?
The premium category continues to
grow. However, every retailer is different and has a unique go-to-market
strategy. Fannie May is focused on the
individual needs of each retailer and
how they reach their customers.
Where is this category headed in
The premium category will continue
to experience strong growth. Shoppers
enjoy variety, but they expect quality
in both product and presentation. The
quality of the product inside has to be
equal to the quality of the packaging
Any key trends retailers should
As the category continues growing, it
is important for retailers to remember why that growth is happening.
Customer demand for quality will be
realized at the register. CS
According to Fannie May Fine Chocolate, consumer demand for quality
is transforming the center store—and creating an imperative for retailers