“...this is good news for those of you that have strong brands with a supportive message, a story to boot, and of a course, good taste. We all know that nothing sells if it doesn’t taste good, that is the whole point of confectionery”


What is interesting and I hear constantly, is that many confectionery and bakery producers have had a surprisingly good year. Online sales are boosted and the desire for mood boosting foods and home baking/ cooking have rocketed. Sure, catering we know was a disaster, but out of the ashes always come shoots for new and interesting products, brands and marketing approaches.


The need for relaxing, calming brands will rise more and perhaps even slightly rebellious brands will excel as the youth are far from content with the constant false promises of ‘study-and-behave-to-get-wealth- and-riches’. It is seen as yet another giant ruse and is unceremoniously tossed out the window. That’s the real challenge now; to find trust. Developed brands that we can trust in, will be more valuable than ever. And this is good news for those of you that have strong brands with a supportive message, a story to boot, and of a course, good taste. We all know that nothing sells if it doesn’t taste good, that is the whole point of confectionery. ‘You have my word’, will be an extremely important statement as we have got used to daft decisions made by panicked, clueless governments that have little idea how to blow their nose, let alone control what they don’t know. What better way to forget the day, than with your old faithful trusted XYZ branded confection We have much to do in 2021 to win people over and offer continued support and I know many confectioners are magnificent at doing this. You clearly care so much about your customers and consumers. So, I thank the industry for making so many millions of people’s Christmas a sweet one with the simple pleasures and comforts that confectionery brings to our lounges on Christmas morning.


A very Merry Christmas from the Kennedy family – with some opinion for Christmas!


KennedysConfection.com Kennedy’s Confection December 2020 21


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