Re-Invigorating a Legacy Candy Brand

Urgent issue: How can a large confectionery company quickly accelerate ROI on a legacy candy brand it had just acquired after decades under family management?

With expectations to prune the product line, redesign retail packaging, and develop new offerings, the team needed fast, actionable insight to prioritize actions without alienating loyal consumers.

Key differentiator: Springboard provided expert moderation, brainstorm facilitation, and interpretation—moderating all in-person focus groups and delivering the final report.

1. Step 1 – Collaborative guide design: Springboard worked with the client to design the discussion guide.
2. Step 2 – Recruitment & logistics: The client managed participant recruiting and facility logistics across key markets.
3. Step 3 – In-person moderated groups: Springboard moderated all focus groups , leading discussions, eliciting consumer suggestions, and probing for insights.
4. Step 4 – Analysis & reporting: Springboard interpreted the findings and delivered the final report.

Clear strategic direction for multiple initiatives

Key, actionable recommendations delivered:

1. Re-package existing products into more desirable formats and combinations
2. Accelerate development of themed flavor combinations to inject novelty and excitement
3. Leverage strong brand equity to expand into adjacent product categories

Business impact: Re-packaging existing products provided a quick ROI with relatively low investment. Identification of new product potential for re-invigorating the traditional product line, and for expanding into an adjacent candy category, provided clear roadmaps to business growth.