Chocolate Case Study

The World of Specialty Foods and Chocolate is an Exploding Marketplace.
Growth of the chocolate industry over the last decade has been driven in large part by an increasing awareness of the health benefits of certain types of chocolate. Chocolate consumers are considerably price insensitive. Except in rare circumstances consumers are willing to purchase what they consider an “affordable luxury.” Chocolate is one of the most popular and widely consumed products in the world, with North American countries devouring the lion's share, followed by Europe
United States Chocolate Industry
Chocolate is the largest part of the $34.5 billion US confectionary industry. Confectionary products can be roughly described as “candy” or “sweets” - so inclusive

This includes holiday specific packaging, shapes, colors and even flavors tailored to occasion – religious, cultural and perhaps especially the Hallmark holidays. Year over year growth in this seasonal category was a healthy 8.5%.
Trends
Premium and dark chocolate are the strongest segments of the market in the United States in terms of growth, though not market share. Unique products and consumption experiences are keeping consumers coming back for more.
Consumers’ growing appetite for foods that feel healthier, fresher and less processed is stronger than ever and growing steadily. This demand is seen in the marketplace with brands like Panera Bread eliminating any artificial ingredients and or preservatives from all menu items. Whole foods recently required all food vendors to eliminate artificial colors and preservatives in order to continue being sold in their stores.
In remarks at the Consumer Analyst Group of New York conference in February, Campbell’s CEO Denise Morrison said: “we are also confronting profound shifts in consumers’ preferences and priorities with respect to food”, pointing to an “explosion of interest in fresh foods” and “a mounting distrust of so-called Big

In our market the growth opportunity is exponential. There are over 2,000 cities with populations between 20,000 and 350,000 in the US. There are nearly 200 million people in medium markets and 50 million in our initial target market.

The Competition
There are plenty chocolate manufacturers and shops, but in medium markets, almost all are still engaged in old standards and boring cheap domestic ingredients.
See's Candy in medium and large markets focus is low to middle class (not our target). National Brands who have sold to Global Investment Companies have revised their recipes and devastated their original quality. Mom & Pop shops are not offering innovative chocolate.
Why Us?
SHEILA KEARNS Honest Chocolate & Confections will bring the quality and innovation to medium markets that currently is only available in Major Metros such as NYC, LA, Atlanta, Seattle, Portland, San Diego, Dallas, Houston, etc. Starting in markets where we can be unique and special provides the fasted and strongest growth opportunities.
SHEILA KEARNS Chocolate & Confections will bring Honest Chocolate to the masses market by market while teaching chocolate enthusiast not to compromise on quality, and how to store perishable chocolates.

How We Will Grow Sheila Kearns Honest Chocolate &