Giant bowl: Werther’s Original in Times Square candy campaign

By Oliver Nieburg contact

- Last updated on GMT

Storck promoted its Werther's original brand in New York in collaboration with Broadway star Megan Hilty
Storck promoted its Werther's original brand in New York in collaboration with Broadway star Megan Hilty

Related tags: Caramel, Sugar, Candy

August Storck-owned Werther’s Original has commemorated US national caramel day with a candy giveaway in Times Square.

On April 5 it showcased a six foot candy bowl filled with a million Werther’s candies and invited consumers to bring a bowl and help themselves.

Broadway celebrity Megan Hilty passed out bags of candies for any empty-handed attendees.

Werther’s in the US

The US is Werther’s largest market. Storck entered the US in 1977 and launched Werther’s Original in the late 1980s.

“We have expanded the portfolio over the past few years to include more textures and flavors like Soft and Chewy, Sugar Free Chewy, and Werther’s Original Caramel Popcorn,”​ a company spokesperson told ConfectioneryNews.

Competition from Hershey

Competitor Hershey launched Lancaster Soft Caramel Cremes in the US in 2013, six months after it initially introduced the brand in China. 

“Lancaster recently entered the Chewy caramel market, likely due to the strong consumer interest and growth of caramel lovers,”​ said the Storck spokesperson.

But they said Werther’s has continued to drive annual growth across its portfolio, particularly through its new Werther’s Original Soft Caramels, which are made with real butter and fresh cream.

Related topics: Manufacturers, Candy

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