This paper will examine the Estee Foods Company and review the marketing strategy that has worked to promote the sugar-free candy producer. The candy market is very competitive and oversaturated with candy producers. Due to consumers’ awareness from consuming too much sugar raised health concerns about diabetes and obesity. Estee Foods was a first mover in the market for sugar-free products a little over sixty years ago. Estee Foods prides itself on being the first company in the United States to provide sugar-free products, yet preserving the flavor of the snacks.
