Golden Casket: A Golden opportunity

Wednesday, 17 December 2008

Kennedy’s spoke to Douglas Rae about the advances of Golden Casket’s formidable confectionery range since the company was established in 1959: Golden Casket has emerged as a confectionery heavyweight in the UK, with brands such as Millions and Halfpounders sweets fast becoming household names throughout Britain. This family-owned company has also systematically acquired other confectionery brands over the years, including Buchanan’s and J & A Ferguson’s, to broaden its range and its appeal. “We have built up some very strong brands over the years and a lot of this is to do with the unique nature of our products,” Rae told us. “For example, Gibb’s sweets, which we have owned for over 20 years, are striped by hand by the very best people. These sweets are often referred to as ‘jewels’ by customers and have also been described as the ‘Rolls-Royce’ of sweets. Our chocolates are produced to the highest quality standards whether they target premium or mainstream markets.” Fudgy Wudgy is another of the company’s leading lines – a small fudge bar that is sold throughout the UK. As well as manufacturing lines the company also markets some exclusive lines too. The integrity and quality of Golden Casket’s product range is one of the company’s greatest assets, along with its strategic approach to business, which has helped it to secure strong support from all retail markets. Gibb’s boiled sweets, for example, target niche retail markets, while Halfpounders are often referred to as the independent retailer’s ‘own-label’, and Millions has a wide distribution network among private and multiple retailers. Similarly, the premium chocolate brand, J & A Ferguson’s is positioned as an exclusive brand, targeting independent shops, while Buchanan’s is strongly favoured by the multiples. “There is something for everybody,” said Rae. “We target adults and children from all walks of life and try to make our products as accessible as possible. All of our brands are strong players in their own markets.” Meeting the call for healthier offerings Golden Casket’s products honour their original recipes, although recent health concerns have led to some changes being made. For example, the company spent some time replacing hydrogenated fat with non-hydrogenated fat in many of its products. “Until recently there was no need to alter the recipes, but hydrogenated fat has developed into such a contentious issue that our products are now produced using non-hydrogenated fat instead,” said Rae. Golden Casket has also focused on increasing the distribution network of Ferguson’s finest chocolates beyond the Scottish borders. “Ferguson’s is Scotland’s oldest and finest chocolate manufacturer dating back to 1794 and we are proud to own it,” said Rae. “However, we want to build on its traditional distribution areas.” The company has also extended distribution of its Fairtrade range, which was launched in 2007. The confectionery is made from sugar sourced from the Kasinthula Cane Growers Association in Malawi and the additional revenue generated by its fair trade status has already helped to pay for a standpipe in the village to supply clean running water and more recently electricity. “I am very happy to be associated with the scheme. I feel that it is only right that everyone should benefit from the fruits of the World, and we can make a big difference by offering growers a fair price.  Our range is that of everyday sweets at everyday prices – fudges, toffees, boiled sweets and mints. We supply Fairtrade sweets to numerous EU countries now and our distribution is growing all the time,” said Rae.   www.millionssweets.co.uk

 

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