bake - November/December 2022 - 38

chocolate & decorating
Brand Overhaul
For the first time in its 25-year history, Scharffen Berger Chocolate
Maker is unveiling a major brand overhaul, designed to reflect
the farm-to-bar process and fine quality of the chocolate
and position the company for future growth. While the rebrand
will be the most visible of the changes, Scharffen Berger has
been making enhancements behind the scenes to ensure manufacturing,
operations, innovation, marketing, sales, and company
leadership are aligned and prepared to take the brand into its
next quarter century of success.
" We are excited to share the next steps in the evolution of the
Scharffen Berger brand, " says general manager/chief financial
officer Chris Spirko. " To date we have been focused on getting
our production side squared, ensuring we can deliver the quality
and taste profile Scharffen Berger fans remember and deserve.
Now we are turning our focus to the demand side of the business,
which is going to be bolstered by our updated look, our
product innovation and the incredible talent we have been able
to bring into the fold. "
The new direction for this time-honored brand was set in motion
when Scharffen Berger was returned to private ownership
in 2020. Since then, the company has been laser focused on
updating the brand visually, adding variety to the top-tier fine
chocolate portfolio and shoring up the leadership team to ensure
success.
Leading the next phase of the Scharffen Berger rollout is JP
Mackey, president and chief sales officer. Mackey brings two decades
of sales and commercial strategy leadership, with a focus
on food brands in early to high-growth stage.
" It's a remarkable opportunity to work with this team of owners
and operators to renovate and relaunch a brand with the
history, legacy, and future opportunity of Scharffen Berger, "
Mackey says. " We're introducing new product sizes, formats and
concepts that didn't exist just five or six months ago, allowing
the Scharffen Berger brand the ability to bring relevance and
incremental sales to existing and new categories. "
New branding
When Scharffen Berger debuted in 1996, it was the first contemporary
American craft chocolate.
" The company and founders were taking chocolate as we
know it in directions it hadn't been before and with a holistic
approach unique among American chocolate concepts. As a
38 < NOV-DEC 2022 | bakemag.com
brand, Scharffen Berger was bold and visionary. Many, many
brands took notice and can thank Scharffen Berger for what
they are today, " Mackey says.
While the Scharffen Berger blends will remain constant, there
are exciting new products and product formats coming to market
starting in fall 2022.
Chef-preferred Scharffen Berger Baking Chocolate will now
come in baking portions, with four individually wrapped 1 oz.
bars in each envelope. Scharffen Berger's core line of threeounce
bars - currently offered in 41% Extra Rich Milk Chocolate,
62% Semisweet Dark Chocolate, 70% Bittersweet Dark
Chocolate and 82% Extra Dark Chocolate - will add four new
flavors: Milk Chocolate with Coconut and Costa Rican Coffee,
Milk Chocolate with Almonds and Sea Salt, 70% Dark Chocolate
with Salted Almonds and Toffee and 70% Dark Chocolate with
Cherries, Almonds and Salt.
Finally, Scharffen Berger is launching Chocolate Provisions by
Scharffen Berger, which feature 20 9gm dark chocolate flats,
packed in a cracker-like sleeve box.
SCHARFFEN BERGER
http://www.bakemag.com
bake - November/December 2022

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