Late last month, Simply Gum introduced Simply Candy – a clean label, all-natural twist on the beloved Snickers bar that it promises is more than a “me-too” product.
“This just has four ingredients: it’s dark chocolate, it’s dates, some roasted peanuts and a little bit of sea salt,” for a “very different flavor and a very different chew,” but also an ingredient deck that consumers can feel good about eating, even when they are indulging, the company’s vice president of marketing Jeannie Kim told attendees this week at ICR’s annual conference.
The expansion followed fast on the heels of the company’s DTC launch in July of Simply Fruit Gummies, which are set apart from the competition because the base is made of real fruit, there is no added-sugar and it is completely vegan, Kim said.
She explained the speed of the back-to-back launches DTC-only served two purposes – one to test whether consumers are interested in cleaner versions of beloved treats and two if they would accept a chocolate or gummy from a brand best known for gum.
While it is still early days, Kim said the resounding answer is ‘yes.’
Through surveys, reviews, direct emails with loyal consumers and press influencers, Kim said that the company has “gotten a lot of really good feedback, both positive as well as things that we can optimize. … But the initial read has been really positive. People really like the products and a few retailers have picked them up in their current state,” she explained.