Future stores, both locally and nationally, will carry the Ethels Chocolate Lounge logo.
We are calling this a chocolate evolution, said John Haugh, president of Ethel M owner Mars Retail Group, a Henderson-based division of global food giant Masterfoods USA. Were building on the best part of our past as a regional leader in chocolate. By transitioning Ethel M to Ethels, were at the forefront of innovation.
Fans of Ethel M neednt lament the brands disappearance from storefronts.
The nameplate will live on in the Ethel M Classic Collection. Consumers will be able to buy seven of the companys best-selling product lines, including assortments with Almond Butter Krisps, Lemon Satin Cremes and Milk Chocolate Raspberry Satin Cremes. Ethel Ms Buttery Pecan Brittle and Chocolate-Stribboned Pecan Brittle will also be available, as will the Las Vegas Slot Box featuring foil-wrapped chocolate coins and the Taste of Las Vegas collection with its box cover featuring the Strip skyline. The collections prices will range from $8 to $33.
The local changeover to Ethels Chocolate Lounges follows a 10-store rollout in Chicago in 2005 and 2006.
Unlike the Las Vegas debut, the Chicago launch involved extensive consumer research. The companys studies said there was a space for us to go after a more contemporary lounge environment and more everyday premium chocolates, Haugh said.
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2016-02-26
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