Chris Anderson of The Long Tail fame argues today that in the end niche brands are where consumers are headed, and that big is usually equated with bad. The two examples he provides are Converse, which is now a wholly owned subsidiary of Nike, and Scharffen Berger, a small chocolate company that was bought out by Hershey.
Back to candy. Hershey has just launched AllChocolate.com, which is built around the high-end boutique brands of its Artisan Confections subsidiary, such as Dagoba Organic Chocolate, Joseph Schmidt, Cacao Reserve and Scharffen Berger. Hershey is mentioned as a “sponsor” of the site, but the connection isn’t drawn much more explicitly than that.
...