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.
