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Some of candy’s largest companies are adopting a somewhat counterintuitive business strategy. They’re are taking a page from natural brands’ playbooks, and instead of urging consumers to eat more candy, the confection giants are reminding them of the importance of moderation. The move toward transparency recognizes that while candy is “always a treat,” sweets can still fit into a healthy lifestyle.

At this year’s Sweets and Snacks Expo in Chicago, Illinois, Mars Chocolate, Wrigley, Nestlé, Ferrero, Lindt, Ghirardelli, Russell Stover and Ferrara Candy Company highlighted their new pledge to educate consumers about the portions and calorie counts of their treats. The five-year plan, led by the National Confectioners Association (NCA) and Partnership for a Healthier America (PHA), was announced earlier this month.

The NCA and PHA — which describe the initiative as consumer friendly — plan that by 2022, half of the candy sold by the committed brands in the U.S. will come only in sizes that contain 200 calories or less per packaged serving. This commitment will be met through sizing changes and, in some cases, reformulation.

The companies have also committed to print calorie information on the front of their packaging. A third party non-governmental organization, The Hudson Institute, will verify and track each company’s progress.

NCA President John Downs told NOSH the commitment has been in the works for over two years.

“We think consumers will embrace this because they want more choices, and to feel empowered as it relates to what they want to do in managing their sugar intake, as well as reducing their calories for themselves and their families,” he said.

*Listen as Downs talks to NOSH about how the commitment may also benefit brands’ relationships with retailers. (Story continues below)

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NCA President Talks Retailer Reactions to New Commitment

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