Food-industry experts say Mars Retail Groups brand makeover is a wise one given the trend toward trading up -- the notion that middle-class consumers are seeking small-scale luxuries they can relish every day.
Steve Lalich, president of the Illinois-based food-marketing firm Lalich Resources, said the proliferation of higher-quality food in recent decades means more consumers can distinguish between upscale and mid-market products. That ability to taste a difference makes many consumers more keen on investing in gourmet delicacies, Lalich said.
People have also shown a greater willingness to spend on occasional goodies.
When it comes to a small treat or piece of candy -- something where youre not buying a months worth of food to feed a family -- youre usually consuming in smaller quantities, so you can kind of justify the higher expense, Lalich said.
Ryan Montague, president of Gourmet Business Solutions in New Orleans, said other major chocolate makers are going high-end, such as Hersheys with its new Cacao Reserve line.
A lot of companies are entering the upscale market, Montague said. Larger companies have seen the enormous growth in the gourmet-food segment, so theyre trying to get a piece of that growth.
Mars plans to expand Ethels locally and nationally. By the end of 2007, a couple more Ethels Chocolate Lounges should have opened in Las Vegas, Haugh said. The company is eyeing new locations near Boca Park at Rampart and Charleston boulevards and Town Square, which is under construction at Sunset Road and Las Vegas Boulevard.
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