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Rick Loomis/Los Angeles Times via Getty Images
- Matt Escalante has been appointed as the new VP of Brach’s seasonal division, famous for its candy corn.
- The company acknowledges that its flagship product is divisive but commands a significant share of the nearly $90 million market.
- Escalante asserts that this treat is here to stay, regardless of public opinion.
If you’ve indulged in candy corn over the past century, there’s a strong likelihood it originated from Brach’s.
This confectionery powerhouse dominates the candy corn sector, producing an impressive 28 million pounds annually and generating $75 million from an $88.5 million market in 2022, according to consumer research firm Circana.
This staggering output translates to over 2 billion individual kernels—enough to wrap around the moon almost 13 times, as reported by Business Insider.
Despite the thriving market for candy corn, opinions on this treat remain sharply divided due to its waxy texture and vibrant colors paired with an overly sweet aftertaste.
Lists ranking both the best and worst Halloween candies frequently include this polarizing confection. In previous years, Brach’s has embraced this debate by launching limited-edition flavors designed for social media buzz; one notable example was their Thanksgiving dinner variety in 2021 featuring flavors like roasted turkey and stuffing that received mixed reviews from consumers who found them unappealing.
The New Leadership: Matt Escalante
Enter Matt Escalante—the newly appointed vice president overseeing Brach’s seasonal division where Halloween reigns supreme as a pivotal time for sales. After joining in July following extensive experience in the alcoholic beverage sector, Escalante now serves as an enthusiastic advocate for their controversial product: candy corn.
A Personal Preference
Escalante expresses his fondness for candy corn—preferring it one piece at a time rather than consuming handfuls. However, he also emphasizes that both he and his team are eager to explore new flavor profiles that might appeal more broadly beyond just sparking online discussions.
Innovative Flavors on Offer
This season introduces Brach’s latest fall-themed offering called “Autumn Leaves,” which features five unconventional flavors: caramel apple, pumpkin spice, sweet maple, salted butterscotch, and spiced cider.
“We are constantly experimenting with fresh flavor combinations,” said Escalante. “These are our current offerings; however we’re already brainstorming ideas for next year and beyond.”
Brach’s Place Within Ferrara Candy Company
Brach’s operates under Ferrara Candy Company—a leading entity within non-chocolate confections alongside brands such as Jelly Belly and Nerds. Notably mentioned by The Wall Street Journal is Nerds Gummy Clusters which emerged as a recent sensation since its launch in 2020—amassing over $500 million in sales just this year alone!
A Growing Market Opportunity
While Brach’s hasn’t yet ventured into gummy clusters themselves opportunities abound within non-chocolate categories; consumer sales have surged more than 48% from $7.5 billion back in 2020 up towards nearly $12.5 billion thus far into this year according to Circana data analysis!
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