For the first time in 25 years, Scharffen Berger Chocolate Maker is undergoing a major brand overhaul to reflect the farm-to-bar process and quality of the chocolate, positioning the company for future growth. The company has also been making improvements behind the scenes to ensure manufacturing, operations, innovation, marketing, sales and company leadership are ready to oversee the company into the next quarter century.
Leading this overhaul is JP Mackey, President and Chief Sales Officer. He brings with him two decades of sales and commercial strategy leadership, focusing on food brands. His previous roles include Chief Sales Officer for Cauilpower,Vice President of Sales for barkTHINS and Executive Vice President of Sales at Kernel Seasons.
“It’s a remarkable opportunity to work with this team of owners and operators to renovate and relaunch a brand with the history, legacy, and future opportunity of Scharffen Berger,” said JP Mackey. “We’ve always had the quality and belief from craft chocolate purists, now we have branding that will stand-out on shelf and in the marketplace that truly reflects the distinctiveness of what Scharffen Berger offers.”
Scharffen Berger Baking Chocolate will now come in baking portions, with four individually wrapped 1oz bars in 62%, 70% and 99% cacao varieties. This will be easier for consumers to use, the company says, and will result in less waste than the 9.7 oz bar option.
The company’s line of 3oz bars – 41% Extra Rich Milk Chocolate, 62% Semisweet Dark Chocolate, 70% Bittersweet Dark Chocolate and 82% Extra Dark Chocolate – will add four new flavours. New flavours include Milk Chocolate with Coconut and Costa Rican Coffee, Milk Chocolate with Almonds and Sea Salt, 70% Dark Chocolate with Salted Almonds and Toffee and 70% Dark Chocolate with Cherries, Almonds and Salts. These new flavours will be available in the fourth quarter of 2022.
On top of Mackey, the Scharffen Berger team has expanded to fuel the growth needed. Chocolate maker Ray Major has joined the company as a full-time member of the team. He has been consulting with the company since it returned to private ownership. Major has been part of the confectionery industry for more than 45 years and brings his chocolate making experience to his role.
Karin Zannella has been brought on board as Vice President of Marketing and Keith Scott as Head of Performance Marketing and E-Commerce. Zanella is a brand, shopper marketer and strategy leader with a record of gaining exposure for brands such as JoJo’s Chocolate, Godiva Chocolatier and Illy, among others. Scott brings two decades of brand-building and luxury goods experience with him, having led marketing for brands such as Tanqueray, A to Z Wineworks and Sterling Vineyards.
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Editor, International Confectionery
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