Jim Corcoran, vice president of the National Confectioners Association (Vienna, Va.), believes, “There is no bigger opportunity for confectionery manufacturers today (than the Hispanic population),” and certain manufacturers are responding. While Atkinson Candy Co. (Lufkin, Texas) and Pop Rocks Inc. (Falls Church, Va.) have made tentative moves into Hispanic candies, Hershey Foods Corp. (Hershey, Pa.) has introduced a line of sweets targeting the demographic. "With over 40 million Hispanics influencing all areas of American culture--from food to music to fashion--and with purchasing power of $630 billion, the U.S. Hispanic market represents a tremendous growth opportunity," explains Thomas K. Hernquist, senior vice president and chief marketing officer with Hershey.
To appeal to the group, aside from a multi-year marketing agreement with Latina entertainer Thalía Sodi, Hershey has developed a line of products tailored to Hispanic tastes. Expanding its Jolly Rancher line, La Dulceria Thalia features Frutas Enchiladas Spicy Fruit & Chili Lollipops in three flavors: lime, mango and tamarind. La Dulceria Thalia Hershey's Kisses are made with white chocolate and filled with dulce de leche, while the Cajeta Elegancita Candy Bar consists of wafer sticks layered with cajeta-flavored creme and drizzled with milk chocolate.