(an advertising supplement) Monkhill Confectionery Ferrybridge Road Pontefract West YorkshireWF8 2JS Tel: 01977 701341 Fax: 01977 705491 Key personnel Managing Director Graham Mosey Trading Director Peter Leggett Trade Marketing Manager Dave Kimmins Key brands Jamesons Pascall Sharps Keiller Barker & Dobson Barratt Weighing up the options Smaller manufacturers suffered in the fierce heat of last year's promotional activity, according to Monkhill, threatening to burn a hole in profits and melt away lines. But Monkhill insulated itself against the heat of the competition by bagging the UK rights to distribute Cadbury products manufactured overseas. "The range of products available runs into hundreds, with product categories covering chocolate, countlines and boxed, wafers, childrens sugar products gum and foam and Christmas candy canes," says Monkhill trade marketing manager Dave Kimmins. "The diversity of range will allow Monkhill to bring to the market products that can offer true confectionery innovation rather than simply me too' products. With 32 confectionery companies operating across five continents of the world, the opportunities are almost unlimited." Among the first deliveries was P.S. Bar, a unique eat comprising of a creamy caramel bar carrying messages including I Love You, Thank You, and Happy Birthday, plus the 60g Mr Big, a milk chocolate covered wafer with caramel, crisped rice and peanuts at a tempting rsp of 32p. Also part of the package is the Barbie Novelty Egg, and more launches are promised. But, despite the rash of product innovation, Monkhill is remaining true to its core market ­ and even expanding it. Apparently, the older we get, the more we yearn for an old fashioned bag of sweets on which to lock our dentures, and, as one of the major players in the own label market, not to mention one of the largest manufacturers of sugar confectionery in the UK, Monkhill maintains that jars and boxed weigh outs are back in. Trading figures suggest the company could be right, for while the confectionery market remains static, Monkhill has out performed it over the past 12 months. It believes the jars offer a unique selling proposition for the independents versus the multiple retailers. "They are a real point of difference and in a format of selling that is widely purchased by an older generation," says Kimmins. "The jars can produce healthy profits from a wide range of products. This in turn can produce expandable consumption." Monkhill currently offers 34 jars and 16 weigh out boxes from valued brand names such as Cadbury Chocolate Eclairs, Pascall Bon Bon range, Jamesons Chocolate Peanuts, Pascall Sherbet Lemons and Trebor Murray Mints, and it points to the country's ageing population as reason for its success. Another recent hit was the re-introduction of the original Jamesons Raspberry Ruffle Bar in 2000. Originally relaunched in response to a trade request, the product was tested in Northern Ireland in May 2000 and went national the following October. This month it's joined by a Mint variant. "It's a good value bar at rsp 20p and gives a higher retail margin than competitive chocolate products from other major manufacturers," says Kimmins. With heritage the buzz word in confectionery, Monkhill launched 17 handy bags last year under a number of traditional brand names, including Jameson's, Barker and Dobson, Sharp's, Pascall and Keiller. "The bags are mainly aimed at the independent retailers who want to offer some classic quality product at a competitive price," explains Kimmins. "Being fully aware of space constraints within outlets, the bags either hang on hooks or stand on shelf." And while the older generation is well catered for, younger consumers can continue to enjoy the Barratt brand of established children's products now under the Monkhill banner with favourites like Shrimps, Bananas, Comforters, Anglo Bubbly and Milk Teeth, recently joined by Dinosaurs, all packaged in eye catching new outers. {{Z SUPPLEMENTS }}