The Hotheads, these candies known for their acidity, have a resounding success in France. In 2021, their sales jumped by 40,2% by volume, all circuits combined.
The French bought 5,56 million sachets of Têtes Brûlées in one year ! A lovely gift to celebrate 110 years of the family business that makes them : Northern Confectionery. Founded in 1912, it now employs more than 200 employees in Tourcoing and Neuville-en-Ferrain. The spectacular growth of Têtes Brûlées is the pride of the company. It is in fact the fruit of a successful strategy, adopted in 2019 to spice up the growth of these candies unlike any other. Committed to a responsible and innovative approach, with simplified recipes, a fun and friendly image and a gauge to classify the intensity of the candies, the company won its bet. Synthetic chemical flavorings and colorings, animal gelatin and, wider, all the controversial ingredients. By the end of March, 95% of Têtes Brûlées revenues will have been converted to the new rule : reduced list of ingredients and exclusive use of colors and flavors of natural origin. A strict guideline to which all the brand's innovations respond, like the new “Jungle Barres”, released in 2021, composed of mini-bars with pitahaya flavors, combava, snakefruit, which immediately climbed into the top 5 of Têtes Brûlées sales.
Things to know before consuming a Tête Brûlée
The citric acid used in Têtes Brûlées recipes is none other than lemon. Flowers, spices, vegetables offer a wide range of possibilities for naturally coloring candies. Red is, for example, obtained from hibiscus or carrot concentrates.. Each sachet displays an intensity gauge made up of three graduations to know in advance what sensations to expect. From the minimum “it stings” to the maximum “it’s painful” via the intermediary “it stings a lot”
Fun with a responsible approach
Vincent Bruart, Marketing Director of Confiserie du Nord : « A Halloween, unmissable period for our Têtes Brûlées, we managed to double our market share in 2021 ! This is a very strong sign for us. This proves that a French company. family and century-old can continue to innovate and find the resources to move forward and adapt to new consumer expectations. What we offer, it’s fun with a responsible approach. We have focused on a less aggressive image of our candies, more based on complicity and fun. »
