Do Norhtern Californians have an Appetite for a New Belgian Chocolate?

Belgian chocolate is available for personal consumption to northern Californian grocery shoppers for the first time. At the end of a long day, hard working, busy people look forward to a personal indulgence. Alexandra's Collection provides 12 varieties of chocolate made form the world's finest Callebaut Belgian chocolate without an extra trip to an independent chocolate shop.

   
Contact:
Ivy Cohen
415-637-8395
ivycohen@aol.com
      
Do Northern Californians have an Appetite for a New Belgian Chocolate?
Social Trends and Alexandras Collection Chocolates Think So

SAN FRANCISCO -- Thanks to Alexandras Collection, Belgian chocolate for personal consumption is available to northern California grocery shoppers for the first time. By offering Alexandras Collection thru grocery stores, Alexandras is able to provide consumers with the same consumption experience that they had relied on independent chocolate shops for without an extra shopping trip. Alexandras has 12 varieties of chocolate made from the worlds finest Callebaut Belgian chocolate and the best California nuts.

Alexandras Collection creator and chief executive, Jack Doty felt that the gourmet consumer was not well served. The northern California market is one that embraces personal indulgence. Alexandras Collection was tested in the gourmet market like Mollie Stones, and was well received by grocers and consumers, alike."

Doty thought Alexandras should be available to the mass market and designed the packing so that each bundle looks like a delectable treat. We designed Alexandras Collection for the self-satisfaction of the person who deserves it the most. At the end of a long day, hard working, busy people look forward to a personal indulgence," Doty explained. In this world of
chocolate items for children and gift giving, I felt that there ought to be chocolate designed for adult personal consumption." Alexandras has been introduced to the mass market through
Albertsons stores throughout northern California.

During the recent recession and post 9/11 affects on the social climate, people have been staying closer to home and moved from showy public consumption to small personal luxuries. Accordingly to National Confectioners Association, historically during tough economic times, consumers like to purchase a little piece of pleasure" at a low price.

Alexandras seeks to mimic the path of the wine industry 30 years ago. Most wine available to the mass market consumer was jug wine sold at a low unit cost. The few high-end brands had a small and exclusive clientele. Chocolate at grocery has historically been a mass product at low prices. Consumers have had to seek out specialty confectioner stores for premium treats.

Bay Area consumers are ripe for consuming single serving fine chocolate. They are sufficiently affluent, which makes the price for small items a non-issue. In addition, northern Californians are weight conscious, which means that they prefer a small quantity of something of high quality.

About JEDA Food Group and Alexandra Watlington Candy Company
Alexandras Collection is a 12- flavor, two size line of the finest Belgian chocolate introduced by Alexandra Watlington Candy Company, a wholly owned subsidiary of JEDA Food Group. Committed to indulging consumers cravings when grocery shopping after a long day of business and family commitments, Alexandras provides a gourmet treat.

Other JEDA Food products include Caffe Triest, a locally produced super premium gourmet coffee and Provisions V.Q., a gourmet Mediterranean inspired home prepared meal. In just two years, JEDA has expanded Caffe Triests distribution to over 350 stores, introduced its new Alexandras Collection premium chocolate line, and achieved national distribution for Provisions V.Q.

###