Sweets & Snacks Expo 2016

Social media icons next? Praim Group ponders Gen Z licencing deals after Trolls and Boss Baby chocolate tie-up

By Douglas Yu contact

- Last updated on GMT

Combining all natural chocolate and entertaining design has been Praim Group top’s business strategy
Combining all natural chocolate and entertaining design has been Praim Group top’s business strategy

Related tags: Confectionery, Chocolate, Candy bar

Praim Group has secured licenses with DreamWorks for a chocolate bar range featuring characters from the upcoming Trolls and Boss Baby, but says its next licencing deal may go beyond TV or movie characters.

Along with launching the two new chocolate bars, Praim Group will also introduce the new 3.5-ounce chocolate bars designed for the Happiness Is… brand, as well as its new Garfield The Cat-themed chocolate bar at the Sweets & Snacks Expo in Chicago.

All Praim’s chocolate bars retail for between $2.49 to $4.99, depending mostly on channel and geography.

All natural chocolate + high design = compelling consumable

Combining all natural chocolate and entertaining design has been Praim Group top’s business strategy since the company started in 2005, founder Paul Pruett told ConfectioneryNews.

“With its strategic licensing partners and its in-house artists, Praim Group has been able to celebrate over 10 years of successfully creating and distributing designer gift chocolate bars around the globe,”​ he said.

“Currently, Praim Group is in the fortunate position of being able to be selective with its strategic branding alliances. “

Although Praim Group is primarily a design-driven company, its artisanal cocoa formulations have been a key factor for business success, Pruett added. The group’s formulations are all natural and certified kosher.

“We’ve been offering our classic premium, proprietary, kosher certified, all natural milk and dark chocolate blends since inception,” ​he said. “Consumers embrace our 34% milk and 55% dark chocolate.”

Looking to secure more licensing partnerships

Praim Group has continued to grow each year, according to the company, and it is doing especially well in the gift chocolate bar category, according to Pruett.  

Over the past decade, the gift chocolate bar category has expanded from specialty stores to mass retailers and grocery stores, Pruett added. Praim Group anticipates its business will benefit from this growing category.

“Controlled growth has been a luxury,” ​Pruett said. “The Group looks forward to making more licensing partnerships in the future. For us, there will be additional licensing opportunities, as characters and brands further emerge out of the internet and social media, not just from traditional movies and TV.”

In addition to launching chocolate bars at the Expo, Praim Group has also been busy finalizing its Valentines 2017 range and creating new products for next Easter and Mother’s Day.

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