Crisis averted: Chicago candy-maker ready to ensure Valentine's Day candy hearts live on

Could “Adorbz” replace “Be Mine” and “Miss You”?

Ferrara Candy Co. certainly hopes so.

For years, the Oak Brook-based candy-maker has produced the Brach’s brand of Valentine’s Day heart candy, known as Conversation Hearts.

And this year, Brach’s candy has cornered this piece of the confectionery market. New England Confectionery Co., more widely known as Necco, is out of business and Spangler Candy Co., which bought the competing Sweethearts brand along with Necco wafers, couldn’t restart production in time for Valentine’s Day.

Ferrara is hoping this gap is a sweet win for the Brach’s brand, which also produces other seasonal candies such as candy corn and candy canes.

“In 2018, Brach’s had 55 percent market dollar share among the top four brands in the segment,” Hans Becher, general manager of Brach’s and seasonal confections at Ferrara, said in a statement. “In terms of pounds sold, we outpaced our nearest former competitor nearly three to one.”

But will the Sweethearts purists convert?

News outlets reported a run on Sweethearts when its former owner shut down last year.

Conversation Hearts are softer. Sweethearts have a crunchier bite. The phrases, “Be Mine,” “Love You,” and “Let’s Kiss,” among others on Conversation Hearts, are lasered on, according to news reports. The romantic words on Sweethearts were stamped.

To update itself for today’s texting times, Ferrara has given a face-lift to some of its hearts for the modern, acronym-savvy consumer. In addition to “Adorbz,” Brach’s hearts will also read, “Text me,” “BFF” and “TTYL” (Talk To You Later), among other sayings.

And perhaps the Conversation Heart lasered with “LYMY” (Love you Miss You) can provide some solace to Sweetheart’s die-hard fans.

Via Chicago Tribune