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Russell Stover corrects ‘brand communication problem’, brings sales growth to sugar-free chocolate product

Russell Stover enjoyed years of market dominance when it first launched its seemingly ‘too-good-to-be-true’ sugar-free chocolate line in the ’80s. But lately, its sugar-free chocolate sales have wavered as it fell out of favor with consumers who perceived the products to be at odds with a growing better-for-you lifestyle.

“Our research uncovered the fact that many of these consumers felt that sugar-free brands were offering them the equivalent of a booby prize, so we needed to change perceptions about quality and taste,”  – David Lemley, founder/chief strategist at Retail Voodoo, the brand strategy firm that led the rebranding of Russell Stover’s sugar-free chocolate brand.

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Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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