Sweet Scents
What do raspberry Danish and candles have in common? Entenmann’s hopes it’s the sweet sound of sales ringing up at the cash register.
The company, best known for its chocolate doughnuts and frosted cakes, is translating some of those treats into a new line of scented candles. The wax concoctions from Candle-Lite include the mouth-watering aroma of Entenmann’s coffee cake, all-butter loaf cake and raspberry Danish. Shoppers can find the candles in Rite Aid and Giant Eagle stores by September.
Seasonal scents, including pumpkin pie and warm gingerbread, will be developed for the holidays. Chocolate-chip cookie candles will debut next spring.
Reminiscent of the Entenmann’s food packaging, each candle will come in a cake box promoted through advertising and in-store circulars.
This is the first time the company has licensed it products for non-food purposes, says Joanne Loria, executive vice president and COO of The Joester Loria Group, Entenmann’s licensing and merchandising agent.
“It’s a seamless fit with a core brand,” she says. “It’s another extension of the experiential appeal of Entenmann’s products.”
A 20-ounce candle will sell for $9.99 and a nine-ounce, three-wick candle will cost $5.99.
The firm held back from entering the candle market until it established itself in other food categories, Loria says. Its most recent launches include Entenmann’s bagged coffee and ice cream sandwiches.
“If it’s not part of an Entenmann’s flavor or product, then there’s no connection,” Loria explains.
