ND1027117

Title: Original Necco Making a Return

Description: The New England Confectionery Company is restoring Necco wafer?s original recipe, after an all-natural version that included purple cabbage and red beet juice failed to find consumer traction.

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REVERE, MA ? After an unsuccessful transition from its original recipe to an ?all-natural? version, the New England Confectionery Company (NECC) is reverting to its original recipe for the 164-year old Necco wafer, ABC News reports.

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NECC tweaked its recipe two years ago, subbing all-natural ingredients such as purple cabbage, red beet juice, and cocoa powder for coloring and flavor. Lo and behold ? the change was a flop, and sales dropped 35-percent.

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?There were stacks and stacks of letters and e-mails that said, ?Why did you do this? You ruined it,?? said Steve Ornell, Necco?s vice president of sales.

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The all-natural recipe followed feedback a few years ago from focus groups that expressed distaste for dyes like Yellow 5 and Red 40, which some studies had linked to cancer-causing agents and hyperactivity. The company changed four of the candy?s seven flavors so that the candy could be characterized as all-natural.

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After sales dropped, the company reverted to its original recipe and its eight chalky flavors ? chocolate, cinnamon, clove, lemon, licorice, lime, orange and wintergreen ? this summer.

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In addition to producing Necco wafers, NECC produces more than eight billion Sweetheart Conversation Hearts each year for Valentine?s Day. It also produces Mary Jane candy chews, Clark candy bars, Mighty Malts, Haviland Thin Mints, and Candy House Candy Buttons.

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Content Subject: Marketing/Merchandising

Formatted Article Date: October 27, 2011

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