Scharffen Berger Chocolate Maker rebrands and expands its core team and ranges

US artisan confectionery business Scharffen Berger Chocolate Maker has unveiled a key brand overhaul, extended product lines and refreshed its leadership team to drive its operations forward, writes Neill Barston.

As the company revealed, its initiative has been designed to reflect the farm-to-bar process and premium brand proposition of its product ranges, and its clear aspiration for continued growth.

The business, with its headquarters in Ashland, Oregon, was set up 25 years ago as a pioneer of the American craft chocolate market by winemaker John Scharffenberger and fine food enthusiast Robert Steinberg. The pair have seen the firm steadily grow over the past two decades, as the sector has become more prominent within the confectionery landscape.

According to the company, while its new rebrand will be the most visible of the changes, it has been making enhancements behind the scenes to ensure manufacturing, operations, innovation, marketing, sales and company leadership are aligned and prepared to take the brand into its next quarter century of success.

Leading the next phase of its development is JP Mackey, president and chief sales officer. He brings two decades of sales and commercial strategy leadership, with a focus on food brands in early to high-growth stage. His previous roles include chief sales officer for Cauilpower, vice president of sales for barkTHINS, and executive vice president of sales at Kernel Seasons.

Expanded team

Among its other key enhancements is in bringing Chocolate maker, Ray Major, has joined the company as a full-time member of the team. Major has been consulting with the organisation since it was returned to private ownership. He is a specialist in tropical agroforestry, cocoa production, processing and sustainability, and has been in the confection industry for more than 45 years.

Speaking on his own appointment to the business, Mackey said: “It’s a remarkable opportunity to work with this team of owners and operators to renovate and relaunch a brand with the history, legacy, and future opportunity.

“I am so proud of the work our team has been able to do in the short time since we as a team put our plans on paper just a handful of months ago. We’ve always had the quality and belief from craft chocolate purists, now we have branding that will stand-out on shelf and in the marketplace that truly reflects the distinctiveness of what Scharffen Berger offers. We’re introducing new product sizes, formats and concepts that didn’t exist just five or six months ago, allowing the brand the ability to bring relevance and incremental sales to existing and new categories. In addition, we are focusing on the foodservice channel in a way that the chocolate quality and experience of Scharffen Berger deserves.”

As the company noted, though its chocolate blends will remain constant, there are exciting new products and product formats coming to market this autumn. Among them, chef-preferred Scharffen Berger Baking Chocolate will now come in baking portions, with four individually wrapped one oz. bars in each envelope.

This format will be easier for consumers to use, will result in less waste than the previous 9.7 oz. bar option and will allow bakers to use precisely the number of ounces needed, while being able to wrap and save any remaining chocolate for later. Scharffen Berger Baking Chocolate will still be available in 62% Semisweet Dark Chocolate, 70% Bittersweet Dark Chocolate and 99% Unsweetened Dark Chocolate varieties.

Finally, Scharffen Berger is launching Chocolate Provisions by Scharffen Berger, which feature 20 9gm dark chocolate flats, packed in a cracker-like sleeve box, bringing a sweet solution to building charcuterie/cheese, dessert and brunch boards.

“The board trend is here to stay. With more people looking for ways to add interest and build boards with quality ingredients, we are bringing the perfect sweet artisanal complement to fine cheeses, imported meats and even marshmallows and graham crackers in our craft Chocolate Provisions flats,” Mackey adds

The company’s core line of three-ounce bars—currently offered in 41% Extra Rich Milk Chocolate, 62% Semisweet Dark Chocolate, 70% Bittersweet Dark Chocolate and 82% Extra Dark Chocolate—will add four new flavours: Milk Chocolate with Coconut and Costa Rican Coffee, Milk Chocolate with Almonds and Sea Salt, 70% Dark Chocolate with Salted Almonds and Toffee and 70% Dark Chocolate with Cherries, Almonds and Salt. These new flavours will be available starting in late Q4 2022. Finally, Scharffen Berger is launching Chocolate Provisions by Scharffen Berger, which feature 20 9gm dark chocolate flats, packed in a cracker-like sleeve box, bringing a sweet solution to building charcuterie/cheese, dessert and brunch boards.

Additionally, the business has added veteran marketing leaders to its team, bringing Karin Zannella aboard as vice president of marketing and Keith Scott as head of performance marketing and e-commerce.