In order to compete with small businesses making gourmet chocolates, various large candy manufacturers are poised to begin producing some high-end varieties:
- Hershey Foods is buying premium-chocolate company Scharffen Berger Chocolate Maker.
- Mars is launching a new gourmet line, Ethel's, that is sold in a chain of specialty cafes.
- Godiva Chocolatier is extending sales of its "couture-style" G Collection, which features $125 chocolate boxes.
A Growing Market
The market for gourmet chocolates is steadily growing. It has been estimated that the number of small gourmet makers has quadrupled from 250 to 1,000 in only five years. A number of them have opened "chocolate cafes" like the ones Mars has started in order to sell its Ethel's brand.
The big chocolatiers like Mars hope to convince customers that premium chocolate can be eaten every day, rather than just on special occasions.