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The idea: BestSweet, which manufactures private label cough drops and candy, wanted to step out as a consumer brand company. Simultaneously, hard-candy licensee partner Baskin-Robbins had just rebranded with a new logo, sundae stations and standalone prototype stores, and launched its “Yay!” TV campaign, via Cliff Freeman and Partners, New York. Now that the ice cream shop experience was updated, a candy extension was next. Growth in the nonchocolate chewy candy category and BestSweet’s advances with flavor technology emboldened the Mooresville, N.C.,
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