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get the opportunity to sample a new flavour and post a review.” A taste for innovation Niederegger has created some fabulous new products this year, which are available to order now. Every year a new ‘Loaf of the Year’ is created and for 2020 the maker is debuting the Hazelnut and Toffee Loaf: succulent marzipan paired with toffee and hazelnut pieces and enrobed in crisp, bittersweet dark chocolate. “Each year also sees the creation of a Classic Mini Loaf of the Year to add to the line-up of this best-selling 100g format,” says Andrew. “This year we have a classic combination of banana and chocolate; it may not seem like a natural combination with marzipan, but our consumers are very vocal about this fruity confection and it may become a permanent fixture in the line-up.” 12 @specialityfood to be the most popular premium marzipan brand in the UK. “In order to support our Niederegger stockists, we’ve focused much time and energy talking to the end consumer about marzipan,” says Andrew. “We quickly realised ‘once a Niederegger fan always a fan’ and this consumer activity – including many tasting programmes – has paid long-term dividends with repeat purchases for our retailers.” “For the last decade we’ve also worked with a young PR company to communicate with the consumer press and have built great relations with many leading lifestyle and food journalists, resulting last year in articles and features about Niederegger with a reach of over 2.6 million consumers. We also have a growing army of ‘marzifans’ on our social media channels, where every month a number of our fans to all sectors of the UK retail trade. Founders Andrew and Zoe Mitchell acquired their love of quality confectionery through owning a chocolate and candy shop located in the centre of the market town of Hertford in the 1980s. The 17th- century building was home to the widest selection of British and imported confectionery for miles around, and became a magnet for chocolate fans from far and wide. Although a very different type of organisation today, The Fine Confectionery Company is still a family business with the Mitchells’ two sons, Luke and Clem, very much involved in the running of the business. The company’s modern office and warehouses are still located in Hertford and incorporate a purpose-built packing facility where bespoke products are packed for retail and corporate customers. Converting customers It was 2002 when The Fine Confectionery Company began working with Niederegger marzipan, and from a standing start it has spent the last 18 years growing the Niederegger brand I f ever confectionery could bring alive a fairytale in the mouths of those enjoying it, Niederegger would be that brand. Created in 1806 by pastry chef Johann Georg Niederegger in the northern German city of Lubeck, this classic confection of marzipan enrobed in dark chocolate has become famous around the world. In the run-up to Christmas trading the beautifully wrapped parcels of indulgence will wow shoppers looking for a the traditional taste Northern European marzipan. Crucially, though, Christmas may also be a chance for new customers to discover a treat they’ll turn to all year around. After all, key retailers for Niederegger are reportedly seeing year-round sales growing quite strongly as the consumer base grows. A growing phenomenon That this most traditional of continental confectioneries has found a place in the heart of British shoppers is thanks to one company. Established in 1985, The Fine Confectionery Company was founded to supply premium chocolate and sugar confectionery THE TASTEOF TRADITION Withmore than 200 years of winning over food lovers under its belt, Niederegger has just the treat to keep customers coming back