ELIZABETH SHAW
Health and well-being is a difficult topic for a confectionery brand but Elizabeth Shaw takes its responsibility very seriously in this area ....
years, jointly the chocolate company provides the best quality products and moments of sweet pleasure for all families, for every occasion.
This new collaboration has re-vitalised Elizabeth
Shaw, opening up new opportunities in the UK and export markets through expanded product ranges and catapulting the company’s sales performance to over £10 million. This has allowed additional investment in the brand and resulted in Elizabeth Shaw’s first TV campaign for over a decade and a return to the ISM Confectionery Fair in Cologne to build a strong export foundation in readiness for a post-COVID, post-BREXIT world! As the company looks forward to the next 140 years, it takes stock at the end of a very difficult year globally and does what any trusted heritage brand would do and re- evaluate its priorities for both customers and consumers in the years to come. According to Elizabeth Shaw, this year has taught the company the “importance of caring for our environment as we seek new ways to reduce plastic in our ranges and more responsible sourcing options for ingredients”.
Health and well-being is a difficult topic for a confectionery brand but Elizabeth Shaw takes its responsibility very seriously in this area offering gluten- free choices, vegan options and greater portion control through individually wrapped chocolates. The last six months have also yielded the launch of its new online shop making its products more widely accessible to consumers of all ages. COVID-19 has had far-reaching implications on every person and business touching every part of our lives this year and a post-COVID world will see changes in consumer shopping behaviour that will endure long after the pandemic has subsided, and as a brand, Elizabeth Shaw states that it “needs to be prepared”. A growing focus on adult me-time and sharing/informal gifting demands a new approach to pack formats and, for Elizabeth Shaw, a move away from the traditional hierarchical formal gift presentation to something a little more casual even frivolous with a greater injection of emotion. 2021 will see a re-positioning of a number of old favourites, more contemporary pack formats for the traditional crisp product and some exciting NPD. Whatever the future may bring for Elizabeth Shaw, we cannot know for certain, but one thing for sure is that the company will continue to invest in its brand and innovate in both flavours and textures as the business knows the “next surprisingly delicious combination is just waiting to be discovered”. A new chapter of Elizabeth Shaw’s history is imminent. Karen Crawford, Managing Director, Elizabeth Shaw
said: “We will write the next chapter with courage, and with the conviction that today’s uncertainties will be tomorrow’s opportunities. Shaw and more broadly within the Colian Group, we believe that every change gives us a chance to develop and it is up to us how we use it.”
14 Kennedy’s Confection January 2021
KennedysConfection.com
TOP COFECTIONERY PROUCTS 2021
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