Big Interview: Tony Jacobs

February 2, 2024

Tony Jacobs, President and CEO of Bazooka Candy Brands discusses the concept of edible entertainment and shopper insights with Editor Caitlin Gittins

Please introduce yourself and what you do?

Hello International Confectionery readers! My name is Tony Jacobs and I’m the President and CEO of Bazooka Candy Brands – the company behind beloved brands like Ring Pop, Juicy Drop, Push Pop, Baby Bottle Pop, and of course … Bazooka! I run all aspects of the business, which focuses on selling unique and innovative “Edible Entertainment” candy products. I am based in our New York City office, but the company has a strong global footprint, and you can often find me at our office in Richmond, England. Additionally, I have the honour of being Chair of the Board of Trustees for the National Confectioners Association in the US, where I help guide the industry’s strategy on key issues and play a role in fostering the success of the entire category.

As the newly promoted CEO of Bazooka Candy Brands, what are your aims and major focuses for the company? What do you hope to achieve?

Over the last 10 years, Bazooka Candy Brands has driven above category growth across our roster of iconic confectionary brands through breakthrough innovation that has propelled us into new segments such as gummy candy, into new occasions such as take home and seasonal, and into new channels such as e-commerce. Additionally, we’ve had a huge focus on our international business – successfully building the brands in our core markets and expanding into new ones. Over the coming years we expect to continue to drive this same level of exceptional performance through continued marketing investment in new and emerging media, differentiated innovation that takes the business into new segments and categories, and further investment in retail operations.

You were recently acquired by Apax Partners. How will this help with the growth and future of the business?

We are incredibly lucky to have an owner and partner of the calibre of Apax. They have more than 50 years of experience investing in high potential businesses and helping them to get to the next level. Their capability to help Bazooka Candy Brands invest in value-creating infrastructure and scale and their operational understanding and expertise will enable us to achieve our plans for transformative growth. Just as importantly, the positive values and culture of the team at Apax are unmatched. They are truly good people, and I am excited to be working with them over the coming years to achieve our vision.

Do you think the consumer of today is any different to consumers 75 years ago, when the company was first founded?

Some things will never change. Whether it’s 1948 or 2023, consumers still love to have occasional treats that provide a moment of indulgence, a thrilling taste experience, or a fun reward…

Read the full feature in our magazine.