Organic Chocolate Candy Bars Application Thesis

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8 million, just a small fraction of the overall chocolate market which is about $6 billion in the United States alone (Organic chocolate booming in U.S.). Everday seeks significant market in the larger overall chocolate market where it will compete head on with America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's (Beirne, 2006) instead of niche organic players such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own.

Rather than establishing a high-end brand like other organic candy companies, this organic chocolate product line will try to serve as a similar product to popular non-organic candy bars. Therefore, Everyday candy bar types will mimic the same flavors as America's leading selling candy bars. However, our company will position the product line as a healthier alternative to popular candy bars, relying heavily on the trend of consumers viewing chocolate as healthy.

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Everyday will offer the same favorite flavors, but will provide more affordability and channel ubiquity than current organic substitutes who focus too heavily on naturals supermarkets to generate sales; 67% of the volume for organic candy bars is generated in naturals supermarkets and the remaining 37% comes from conventional supermarkets (Tirone, 2007) Thus, Everyday will have a better distribution channel than organics by targeting conventional supermarkets where most consumers shop......

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