As UK Sales Director of The Original Candy Company, I have been working in the heritage sector for over 23 years. Buyers from across the country have become friends. The Cultural Enterprises Conference is highlighted on my calendar in the same marker pen as important relatives’ birthdays!
In that time I’ve seen organisations adapt and change. But the one thing that always stands out for me is the endless creativity within the sector.
At the Original Candy Company we offer high quality confectionery and have seen a huge increase in the interest of bespoke products. I’m in a unique position that I see how all cultural organisations use and brand our confectionery – from national organisations with huge retail portfolios, to sites with a few shelves making the most of what they can do. It’s always so exciting to help them with their designs and ideas.
To some buyers, a lolly is a lolly. For some, confectionery doesn’t fit in with their vision. But to other buyers, confectionery is a staple part of their offer (sometimes outselling magnets…!) and presents the opportunity to be really creative.
I have seen our lollies become jousting lances at Kynren – An Epic Tale of England. I’ve seen them represent each tube line at London Transport Museum. Become fairy and troll themed at Lilidorei at The Alnwick Garden. Go back in time to become 1920s confectionery at St Fagan’s National Museum of History. The bespoke labelling, combined with the huge assortment of colours, flavours, shapes and sizes, makes every product feel unique.
Making an Impact with Creative Branding
It never ceases to amaze me how much you can boost impact with some clever and creative branding. Catherine Pinkerton, Group Retail Manager for Amgueddfa Cymru led the rebrand of our products across several of their national museums.
“It’s amazing the effect bespoke products have,” says Catherine. “We have been buying confectionery from the Original Candy Company for many years, but creating a period design for our 1920s sweet shop saw a huge increase in sales and visitor feedback. Sometimes the type of confectionery is the same in our different shops, but we work with Hayley to adapt the labelling, colour and flavour depending on the USP of the individual site.
“At Big Pit National Coal Museum we have a jet black lolly with a miner’s silhouette on it, to represent the underground mine tour – as well as vibrant coloured sweets, based on the colours of our canaries!”.
I recently spoke to a visual merchandiser who said they love using our confectionery, as they can colour match them with other products, to create vibrant ranges that have varying price points. Over the years I have seen so many buyers be surprised by confectionery sales – not just appealing to children but to almost every market. It’s about adapting the product to work for your individual site. Whether that is gifts for Grandad, a piece of the museum for Mum or to keep a stroppy teenager suitably happy!
We’ve always followed and led the trends within the sector. For years we have made most of our lollies in the UK, and used natural colours and flavourings, so finding ways to support organisations to create bespoke products on low minimum order quantities has been something we have developed, since the trend first started. It really is one of the highlights of my job, to help organisations to find the creativity in confectionery and increase their revenue by doing so.
So, my question to you today, is what is your unique selling point and how can we create confectionery that represents that? I can’t wait to hear your answers!
About Us
The Original Candy Company offers natural sweets, candies, lollies and more. A truly forward-thinking confectionery company established in 1992 with an unrivalled reputation, offering a wide selection of vividly coloured, fresh quality confectionery. bespoke, none bespoke and licenced products including collaborations with the heritage sector, as well as international brands such as Harry Potter, Jelly Belly and Loacker. Discover more at originalcandyco.com.
Exclusive Offer: Cultural Enterprises members can get 10% discount on your first order over £250 +VAT, plus free delivery and a free bespoke confectionery consultation. Find out more
