Retail Merchandiser - March/April 2018 - 14

Upfront

ASHER'S CHOCOLATES

Life is Sweeet
Asher's Chocolates is focusing on branding and funneling its name throughout
the confectionery universe. BY KAT ZEMAN

Each year, Asher's produces approximately 9
million pounds of chocolate at its two factories
in Pennsylvania.

Jeff Asher, president
and owner
www.ashers.com
Souderton, Pa.

No longer must Jeff Asher ask for
permission. As the new sole owner
of Asher's Chocolates, he can now
eat as many chocolaty treats as his
stomach can handle.
The fourth-generation chocolatier has been
buying up shares of the company's stock from other
family members. Aside from a few more shares
still owned by his father, Asher now rules over his
candy empire with a chocolate fist.
The Souderton, Pa.-based kosher candy company,

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RETAIL-MERCHANDISER.COM

Volume 58, Issue 2

celebrating its 125th anniversary this year, is making
a few changes. One of the No. 1 priorities on Asher's
list is branding. Although the company will continue
selling its candy to other businesses to sell under
their own names, it's placing a heavy emphasis on
funneling its chocolates through the confectionery
universe with the Asher's name on them.
"We will continue with private-label work, but
at the same time we will be promoting our brand,"
Asher says. "We want the customer to know they
are eating Asher's Chocolates."
As a part of its branding effort, Asher's Chocolates
is revamping its website. It has also secured contracts with major airlines to give Asher's Chocolates


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
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Retail Merchandiser - March/April 2018 - Cover3
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