How Spangler Candy Built an Empire on Nostalgia
The 120-year-old family business reviving classic candy brands through strategic acquisitions.
1Guardian of Century-Old Brands
Founded in 1906 as a spice company, Spangler entered the candy business by acquiring Dum Dums in 1953. Today producing 40% of U.S. lollipops and half of candy canes, the company specializes in revitalizing heritage brands through careful stewardship and strategic updates.
2From Bankruptcy to Boom
Spangler's growth strategy centers on acquiring distressed candy brands. Its 2020 purchase of Bit-O-Honey led to a 50% sales surge after reverting to the original recipe and redesigning packaging for adult consumers. The company demonstrates how thoughtful innovation can breathe new life into legacy products.
3The Science of Conversation Hearts
Spangler's Sweethearts brand gained modern relevance by adding timely phrases like 'Split Rent' and 'Buy in Bulk' while preserving classic messages. This balance of nostalgia and contemporary humor keeps the 'talking candy' culturally significant, especially during Valentine's season.
4When Not to Change a Classic
Not all acquisitions undergo transformation. Spangler left 200-year-old Necco wafers unchanged after recognizing consumers valued their historical authenticity. This decision highlights the company's nuanced understanding of when brand heritage outweighs the need for modernization.
5The Fourth-Generation Advantage
Now led by its fourth generation, Spangler maintains steady 3-5% annual growth in a chocolate-dominated industry. The family's long-term perspective allows patient brand-building, proving smaller players can thrive by leveraging heritage rather than competing on scale alone.
6Nostalgia as Competitive Edge
Spangler's success stems from harnessing consumers' emotional connections to childhood memories. As VP Evan Brock notes, competitors can't replicate the authentic history behind brands like Dum Dums. This nostalgia factor creates a unique market position that sustains demand across generations.
Original article: Marketing Dive — Spangler Şekerleme: Nostaljiyle Büyüyen Bir İmparatorluk