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Pearson's Nut Roll

I chose Pearson's Nut Roll because they are delicious and I've been eating them for years. The problem is, their packaging is ugly and old fashioned, and their brand has no personality or emotional connection. It doesn't "stick" with consumers. 

While I don't know the sales statistics, I imagine this poor branding has hurt sales as I am seeing these candy bars less and less in stores, most likely due to lack of demand. 

Here is the product web page: http://pearsonscandy.com/candy/salted-nut-roll

Brand Vision 

After reviewing the Pearson's Nut Roll website, I see several strengths:

  • It's sweet and salty at the same time, a flavor combination I and many others love
  • It's crunchy and chewy, another winning combination
  • It's a good source of protein - It's healthier than most candy bars, including competitors
  • It's a classic candy bar that has been around for a long time
  • It's fun and "surprising" 
  • The nuts used are locally sourced in the USA.

We these things in mind, it seems to me the brand vision is a fun snack that is better tasting and better for you than competitors like Pay Day. 

Brand Promise

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