Case Study

Taffy Town, Inc. began its journey as the Glade Candy Company, founded by James Glade in Utah. Originally, the company offered a wide range of confections, from salt water taffy and hard candies to chocolates, establishing itself as a full-line candy manufacturer.

In the 1990s, David Glade, James' grandson, decided to take the company in a new direction. He rebranded the company as "Taffy Town, Inc." and committed to focusing exclusively on perfecting taffy. This decision marked a pivotal moment in the company’s history, leading to the development of a unique process that has become the hallmark of Taffy Town.

Today, Taffy Town continues to uphold its legacy of candy-making excellence, with a dedication to creating the finest taffy, all rooted in the rich heritage of the Glade family.

Challenge

Third-party resellers are impacting the brand by shipping products either late or not at all. Ads are underperforming, resulting in a low ROAS, and stockout risks are increasing due to extended lead times.

Solution

All resellers were removed to stabilize margins and increase revenue. Over 50 new product detail pages were developed, complete with relevant child/parent variations. Inventory and logistics were efficiently managed to implement a successful FBA strategy. Additionally, a robust Storefront and advertising campaign were created to drive consistent growth.

Results

Since launch, the brand has experienced consistent month-over-month revenue growth, averaging a 13x ROAS over six months. Additionally, customer reviews have increased.