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PRAIM Adds Private Label Division; Exhibiting At Sweets & Snacks Expo

April 30, 2013
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The National Confectioners Association’s Sweets & Snacks Expo will take place May 21-23 at McCormick Place in Chicago. If you’re planning to check out the more than 3 acres of candy and snacks, make sure to stop by booth 1380 to try chocolate from PRAIM Group, a food licensing, marketing and distribution company.

PRAIM Group recently announced its new division, PRAIM Private Label, and is hoping to attract some new private label business with the official division. The company has been doing private label behind the scenes for about two years, CEO Paul Pruett told PLBuyer in a phone conversation, but as its private label business started to grow, the company decided it was time to formalize it.

 “What sort of naturally evolved was we were approached often times [for] anywhere from special events to corporations, to licensing opportunities and untimely private label­—they’re all sort of different budgets I suppose,” Pruett explained. “And so we sort of just evolved and started working directly with other entities and creating projects for them and really over the last two years it’s grown.”

PRAIM Group predominantly works in chocolate bars and can provide custom-designed packaging for its proprietary 3.5-ounce, all natural and kosher chocolate bars. The 3.5-ounce size provides a billboard effect on the front of packaging, which allows PRAIM to create unlimited designs.

“We’re often times approached, and depending on the size of the entity that’s approaching us, either private label makes sense or a licensing arrangement makes more sense and so each sort of individual opportunity we asses at that time,” Pruett said.

“We’ve become sort of the go-to company when it comes to designer gifts chocolate bars.”

PRAIM Group can do as low as 5,000 units for private label, which allows them to start relatively smart with partners and grow with them.

“And some companies want to utilize more of our resources than others. If, for example, somebody is interested in doing a private label, there’s been situations where we assist them with the design processes, and there’s other situations where we don’t assist them with the design processes and they will have their own internal creatives basically design the products and we’ll basically do the rest. We’ll produce the product for them, distribute the product for them, and all of the sort of logistical nuts and bolts.”

PRAIM Group also can assist with point-of-purchase materials in the store.

“We’re basically a resource for brands who aren’t necessarily in the category of chocolate, but would like to extend their brand,” Pruett said. “Basically, we’re an opportunity for them to just kind of plug and play.”

In addition to chocolate bars, the company recently added French Cocoa Dusted Truffles imported from the UK known as The Monty Bojangles. In this case, they are the exclusive master distributer for the U.S.

Their most recent partnership was with the Where’s Waldo brand, which will be available in June.

“There’s a brand that has never ever been in the chocolate aisle, but because of our expertise in that category we’re helping them expand that brand into that space in the stores,” Pruett said.

PRAIM Group’s other clients include Cracker Barrel, which they just developed two SKUs for that went into distribution last week. They also have worked with The TJX Companies, developing four exclusive SKUs, as well as casinos. Moreover, as part of the growing celebrity and chocolate trend, PRAIM Private Label has worked with celebrities to create their own chocolate brand that can be sold in stores alongside their other branded items.

For more, visit them online at www.praimgroup.comor at the Sweets & Snacks Expo, booth 1380.

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