Keller plans to
revitalize the 90-year-old brand.
May 1, 2013
As news got out Wednesday that Pearson Candy Co. had acquired theBit-O-Honey brand
from Nestle USA, Inc., Michael Keller, Pearson’s president, said everyone who
heard about it had this instant reaction, an “Oh! I used to eat that when I was
growing up!” moment.
“There’s not a single person that doesn’t know
the brand,” he says. “Everybody’s aware of it. It’s not a small brand or a
regional brand. It’s very big news for Pearson Candy and for Minnesota.”
And it’s that kind of awareness that makes him
confident his company can revitalize the candy, which is more than 90 years
old.
“It’s a great product, an iconic product,” he
explains. “We have this great portfolio of classic, iconic candy brands and
we’re getting good at breathing some new life into brands.”
Keller’s referring to the efforts Pearson’s
has made to its brands since being sold to the Brynwood Partners in August of
2011. Since then, it has successfully worked to revamp Pearson's Salted Nut Roll, Pearson's Mint Patties, Pearson's Nut Goodies and Pearson's Bun.
Keller says that while Nestle saw Bit-O-Honey as a small brand, Pearson will
treat it differently.
“It couldn’t possibly get the attention that
it could get at Pearson’s,” he explains. “Sometimes larger companies, they will
divest in small brands. And you can’t focus on everything, which leaves
opportunities for small companies like us."
But with Pearsons, that will change.
“In this case, we believe that with some focus
on it — whether it's changes we make to packaging, new products, new packs — we
can be successful. Our sales force will be super-focused on it,” Keller says.
The exact terms of the acquisition have not
been disclosed, but the deal is finalized.
Pearson hopes to be manufacturing Bit-O-Honey within its facility, but it still
exploring all its options.
He added that they’ll definitely be
representing Bit-O-Honey at the upcoming Sweets
and Snacks Expo as
well as other upcoming shows.
