The Updated Ferrara Candy Branding Targets Generation Z Consumers

By: Michael Hemsworth - May 27, 2016
References: ferrarausa & confectionerynews
The candy branding update that can be observed by the Ferrara candy company is an example of how certain brands are shifting designs to focus more on different consumer segments.

Specifically targeted towards the Generation Z and Millennial consumer, the Ferrara candy packaging update consisted of new packaging for the Red Hots and Now and Later brands.

With growth being observed in the sector, the move by Ferrara to update the packaging to focus on fun, flavor and excitement is helping to drive sales with hard-to-reach consumers. The brand is focusing on expanding the candy brands it currently has to increase sales to $2-billion by 2020.

Some of the flavor profiles observed as being the most popular with the candy brand include sour, tropical fruit and spicy.