(an advertising supplement) Kinnerton (Confectionery) Co Ltd 49 Marylebone High Street London W1U 5EB Tel: 020 7470 1914 Fax: 020 7470 1814 E-mail: sales@kinnerton.com Website: www.kinnerton.com Key personnel Group Managing Director Clive Beecham Commercial Director Andrew Sellers Managing Director Richard Reilly Sales Director David Clack Marketing Manager Rachel Grice Key brands Action ManAngela AnacondaBob the BuilderBarbieBang on the DoorBill and BenBagpussBasil BrushHello KittyLoveheartsMax SteelPurple RonnieThe SimpsonsThe ClangersThe Magic Pants Factory Thomas the Tank Engine TeletubbiesTweeniesTrivial PursuitThe SnowmanWho Wants To Be A Millionaire Say nuts to allergies! We all know that if you want to be a hit with kids, then you have to be familiar with the coolest character of the moment. Kinnerton have it down to a fine art. The leading manufacturer of character confectionery, it specialises in themed chocolates, bars, advent calendars, Easter Eggs and lollipop characters, including Tweenies, Simpsons, Barbie, Bob the Builder and Bang on the Door. Over 22 years it's seen them come and go, but md Clive Beecham remains unfazed. His policy is one of "permanent revolution" in character confectionery. "We have to think outside of the box in creating innovative character confectionery ­ equally, we have to think value for money. "The character confectionery market has certainly moved in the last few years with the introduction of higher price points and added value packs," he admits. "Character confectionery is now not just about chocolate bars and a bag of jelly sweets, we have to offer the end consumer more for their money and fulfill real consumer satisfaction. Our range of £1.99 advent calendars, for example, are foiled for freshness. We invest money in moulds to ensure that we make chocolate that reflects the characters on the outside of the box, such as a Bob the Builder Tool Kit." The product range is not limited to character and private label. Kinnerton also manufactures own-label chocolate, sugar jellies and biscuits for many high street retailers, as well as distributing under its own brand. The company's continued strength lies in its proactive approach, says Beecham. "Our ability to control the manufacture of confectionery, coupled with our innovative product development, strong packaging, good retail partnerships and nut free chocolate, makes us one of the favoured choices for character licensors in the UK and Europe." In 1999, having spent around £10m updating and expanding Kinnerton s manufacturing plant, including a major redesign, Kinnerton became the first European manufacturer to divide its factory into two dedicated production areas ­ nut and nut free ­ because, for some parents, saying no to a child that adores chocolate isn't just difficult, it may be a matter of life and death. In the UK alone, one in 100 children suffers from a peanut allergy ­ double the number 10 years ago. "As a manufacturer of children's chocolate, Kinnerton feels a strong moral obligation to its young customers," says Beecham. "Currently, it is the only food manufacturer adopting this nut free zone." All Kinnerton children's chocolate ­ found in supermarkets, department stores, high street chains, independent retailers and newsagents ­ carries a nut free pledge. But the product range now also extends into other special sweet treats. "Any child who suffers from a food allergy usually has to endure watching everyone else enjoy delicious cakes, especially on occasions such as birthdays," says Beecham. "So we developed a scrummy Chocolate Fudge Cake made from vegetable oil and wheat flour. It's the first ever chocolate cake free of nuts, eggs, dairy and soya ­ and it still tastes good." Teenagers are another often ignored segment of the market now brought into the Kinnerton fold with Bang on the Door, Love-hearts, Purple Ronnie and Hello Kitty. "It is only by understanding teenagers and their desires that we can ensure the right product is developed to meet their needs," says Beecham. The pre-school end of the market holds different challenges. "We have successful properties, such as Bob the Builder, Tweenies, Thomas the Tank Engine. It's important when targeting confectionery in this sector that the product is suitable for a young child, safe to eat and visually appealing. And, it's also important that mum thinks so, too, as she's the key purchaser. So whereas we might use milk chocolate for The Simpsons chocolate bar pack, we will strive to make a white chocolate bar for a pre-school pack ­ after all, white chocolate is easier to clean up." Now there's a man who knows­ {{Z SUPPLEMENTS }}