Ferrara launched the first USDA-certified organic gummies last year to seize on the growing organic market, this site previously reported.
The overall gummie category in the US is currently experiencing unprecedented growth, Ferrara’s senior vice president of marketing and brand strategy, Jill Manchester, told ConfectioneryNews, with retail sales estimated at around $1.1bn.
“Since 2013, the category has grown $143m with a 4.3% three-year CAGR,” she said. “Ferrara is the number one gummie maker in the U.S., contributing 20% of branded gummie volume (lbs) nationally.”
Reality TV campaign
The national digital campaign entails a series of reality-style episodes that feature Black Forest gummy bears.
“The organics family tackles topics that come up in everyday life in a reality series including family dinnertime, getting enhancements, and peer pressure,” Manchester said.
Episode one, “Dinner,” officially premiered on June 15, and the second and third episodes will debut later this summer. Ferrara will push the videos across the web on its social media channels, including Facebook and Instagram, and nationally online via digital video and YouTube.
“Fans can also follow along on Black Forest's social channels to learn more about each of the members of the Organics family and what makes them tick,” Manchester added.
Organic non-chocolate confection projected to be $400m
Ferrara has invested $25m in a complete organic infrastructure to produce better-for-you organic products, Manchester said.
As the gummy category expands, organic products are also entering the mainstream market, she added.
“We recognized an opportunity for confections to quickly achieve a 5% to 10% share of the overall organic food category based on consumer desires and retailer needs. We project the organic non-chocolate confection opportunity to be $400m.”
In 2014, organic food sales reached $39b in retail sales and the category continues to grow at 15% annually, according to Organic Trade Association.
Driving new consumers seven times faster
Since the launch of the Black Forest organic gummy last year, the brand has been driving new consumers to the organic category seven times faster than other new non-chocolate confections, Manchester said.
“The core Black Forest Organic consumer target is female Millennials aged 25 to 34. We call them ‘thoughtful candy enthusiasts.’ They strive to eat healthy and stay active, but their candy indulgence of choice is gummy.”
In addition, the Black Forest organic line is also driving 17% of gummy peg bag growth and ranking in the top 25% of all non-chocolate pegged items, according to the company.