Wolfgang hires new executive with name-brand strategy

Wolfgang hires new executive with name-brand strategy

Steve’s breakdown: Sounds like a lot of plans for this regional candy company but with 20 years experience at Hershey, maybe they can pull it off with your help.
YORK, PA: York County-based Wolfgang Candy Co. Inc. has hired a new senior vice president and chief marketing officer with duties that include the firm’s turnaround strategy after it filed for bankruptcy protection last month.

Melinda Wonders said she previously served as vice president of sales and marketing in a full-time consultant capacity for Michigan-based Savory Foods Inc. and spent about 20 years in marketing with Dauphin County-based The Hershey Co.

The company’s strategy going forward includes capitalizing on the Wolfgang name and working with retailers to create premium products in key niches, Wonders said.

Most of Wolfgang‘s products that reach retail customers today do so through the private label channel, which does not maximize the firm’s profit potential, she said. The process creates an opportunity to make positive changes for the company, Wonders said.

Wolfgang was founded in 1921 and has been known for years for its work within the fundraising sector, with organizations selling its products to raise money.


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