Wholesale Sweets - Targeting a More Sophisticated Market

For retailers looking to expand their wholesale sweets lines, there’s often a segment of the marketplace that’s overlooked: the upmarket or more sophisticated clientele.

Retail and Wholesale Sweets – Targeting the Sophisticated Customer

There sometimes seems to be a fundamental contradiction in terms between the idea of sophistication and confectionery, but in fact that’s misguided. At one time in history, sweets were actually a real luxury and the preserve of the rich. It’s really only in comparatively modern times that they have become associated with what might be termed ‘ordinary people’.

Yet confectionery can have an appeal reminiscent of their traditional historic market segment. Here are just a few ideas that come to mind.

After dinner/coffee treats

Contrary to what was assumed to be the case in the 1970s, this doesn’t have to be restricted to chocolate mints – although they can, of course, be delicious! For retailers of confectionery, the options are, today, varied. For example, sugar mice and fruity funny face bears can bring back memories of childhood to many people and they are a very novel way of surprising dinner guests. While they may not sound exactly sophisticated, they are a consistently successful line for wholesale sweets manufacturers and resellers.

Afternoon tea snacks

There’s nothing wrong with the traditional scones and little cakes but some people might prefer to 'break the mould' with some alternatives. Belgian fruit pates are similar to crystallised fruits, while mallow strawberry flowers always incite appreciation with a more upmarket crowd.

Cocktail treats

The discerning entertainer knows that cocktail treats don’t always have to be things like savoury vol-au-vents. If you can eat sweet fruits such as strawberries with champagne and other sweeter cocktails, why not a few sweetie treats? Coconut ice pre-cut slices or crumbly fudge make the perfect accompaniment to certain wines and cocktails, although it's certainly important to coordinate the tastes so people’s palates are not confused. Serving sweets at cocktail parties is becoming more fashionable and can provide real variety and something outside of the norm.

Today, producers of wholesale sweets are working hard to diversify their product ranges to offering lines that can play a significant part in sophisticated entertaining. As a retailer, it’s well worth thinking a little bit outside of the box in terms of the target segments you are looking to attract.

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.