Retailing Own-Label Wholesale Sweets

Selling own-label (aka white label) wholesale sweets can be very lucrative. There are some excellent suppliers on the market who will happily sell you confectionery products that can be branded with your own label and logo.

Create Your Own Branding

But why would you create a line of own-label wholesale sweets when there are so many existing brands out there? Simple: you have control over how people perceive the end product you sell. It gives you the freedom not only to set the price point as high or low as you want, but also to create a brand that is exclusively yours. Other confectioners may source their treats from the same suppliers, but it will be your brand that your consumer will be loyal to – especially if you know how to manage that brand.

You may want to consider creating your own-label brand from wholesale sweets alongside existing brands if you are willing to invest the time, money, energy and manpower into marketing for your local customer base. Creating a brand that your local consumer can instantly recognise is very helpful for confectioners. There are so many sweets from around the world, but introducing customers to your own brand can give you a huge marketing advantage.

The main issue now is how to go about making your brand desirable enough for consumers to consider. Here are just three of the more important pointers to keep in mind.

Never, ever devalue your product – Remember that sweets and chocolates are, at the end of the day, luxury items. They rarely serve any practical purpose other than making people feel good inside, which is why it is a very bad idea to pass them off as ‘cheap’ products being sold on discount. This strategy might work for essential items like primary foodstuffs or household supplies, but it will definitely repulse rather than attract those seeking to buy confectionery.

Invest in attractive and distinctive packaging – Using bland, uninteresting packaging is one of the most common mistakes retailers make with own-label products. This will turn off consumers as they assume (correctly) that you don’t consider your goods worth the effort of decent packaging. Invest in a professional team of graphic designers if you need help, but make sure that your sweets are packaged in a way that elicits trust and respect.

Consider environmental and charitable causes – People love to invest in socially and environmentally responsible brands – especially when these brands support local causes and campaigns. The freedom that own-label wholesale sweets give to you, the retailer, makes it a lot easier to include causes you support on the packaging.

Keep all these points in mind, find a good supplier to provide you with quality base products, and you’ll better capitalize what own-label branding of confectionery can bring to your business.

Angelina Moufftard works for HF Chocolates, suppliers of high quality wholesale sweets to the retail trade and others who wish to purchase wholesale quantities of chocolate and confectionery. Renowned since 1957, we've sourced the best suppliers from France, Spain, Germany, Holland, Belgium, the USA and UK. Our great tasting and beautifully packaged products also represent excellent value for money.

Writer and Online Marketing Manager in London.