Twinkle Candy Blossoms in Giant Floorstand Vase

Walnut, CA -- A distinctive floorstand for Twinkle Candy from Leo Arretin Inc. began blooming in January, when a bright red Valentine's Day vase display appeared in regional grocery, drug and party store chains nationwide. At press time, negotiations were closing with major nationwide mass merchants, as the universal design was being reproduced in four other promotional colors to support subsequent seasons and occasions throughout 2006.Key to this unique display is an internal structural system that maintains the product's integrity during the display's 60-day presentation window.An embedded cluster of corrugated cylinders hugs the stems, keeping the product upright to lend the appearance of a bursting bouquet, whether there are hundreds or a few dozen displayed. Five-year-old Twinkle Pop candies have been merchandised in specialty gift stores in permanent, higher-end floor and countertop vases since the company's inception. When Twinkle Candy transitioned recently to mass markets, "the larger mass retailers with limited counter space requested a non-permanent floor unit that could 'roll in and out' quickly," states Kim Wurdeman, vice president of sales. "The challenge was to provide a temporary, universal unit that maintained product integrity during sell-down and allowed for flexible order quantities. The perforated cylinder concept met that challenge while also creating a 'wow' factor," she says. Where do retailers place a giant vase? According to Wurdeman, with a footprint of only 22 inches square, the 45-inch-tall Valentine's Day floorstand vase was placed successfully by retailers at checkouts, near the candy aisles and/or in floral departments. Twinkle Pops are offered in 32 different shapes and colors appropriate to each season. They are wrapped in clear cellophane and sold individually, in three-pop packs, and in four- and nine-pack bouquets. Five-hole and nine-hole perforated cylinder inserts are available; the five-hole insert holds up to 600 individual pops while the nine-hole insert holds up to 1,080 pops.One thousand red Valentine's Day displays, 800 purple spring displays and 800 blue everyday units have been produced to date. Production is handled by Midland Container, Franksville, WI, which co-designed the display with Meridian Merchandising, Olympia, WA, and Twinkle Candy.To accommodate smaller orders, a three-hole perforated unit is being prototyped and, if successful, will ship for Halloween 2006. A complementary three-pack countertop vase is also under way for larger merchants with significant countertop retail space, such as drugstores. Also in development is a series of print advertisements slated for confectionary trade publications.

Twinkle Candy Blossoms in Giant Floorstand Vase

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