Necco has a Change of Heart

Daily Herald: After 162 years, the New England Confectionery Co. wants to be more than your Valentine.
The maker of Sweethearts — the tiny heart-shaped candies inscribed with messages like “I Love You” and “Kiss Me” — and other sugary nostalgia such as Mary Janes, Necco Wafers and Clark Bars says now is the perfect time to broaden its offerings, despite the recession and saturated candy market.
Next month, Necco plans to unveil a new line of Sweethearts connected to “Twilight” — the young-adult vampire-romance book series. They’ll be released at the same time as the DVD of the movie and feature such sayings as “Bite Me,” ”Bedazzle” and “Live 4 Ever.” Around Memorial Day, Necco will introduce a “Red, White and You” series aimed at veterans returning from Iraq with messages like “Proud” and “Love the USA.”
“We’re going outside of just the seasons,” said Jackie Hague, the company’s new vice president of marketing. “And during the seasons we want to expand at the right time. And these brands are perfect for that.”
As for releasing new products during a recession, Conroy said candy is inexpensive. “People still like to reward themselves,” said Conroy. “At the end of the day, a little candy won’t tilt their budgets.”
162-year-old candy maker Necco has change of heart [Daily Herald]