The Story Behind the Iconic Candy
In 1967, a team of innovative candy makers at Mars, Incorporated embarked on a mission to create a new type of chewy, fruit-flavored confection that would revolutionize the candy industry. What they created was Starburst, one of the most beloved candies in the world.
From Concept to Reality
The journey to creating Starburst began with a focus group research study conducted by Mars’ product starburst-site.com development team. Led by renowned candy maker, Alex Susskind, the team discovered that consumers were looking for a new type of fruit-flavored candy that was unlike anything else on the market at the time.
"We wanted to create something that would stand out from the competition," Susskind said in an interview with Mars’ internal publication. "We knew we had to push the boundaries of what people expected from a candy."
Susskind’s team experimented with various ingredients and flavor combinations, but it wasn’t until they introduced a unique pectin-based formula that the magic happened.
Innovative Ingredients
The key to Starburst’s success lay in its use of pectin, a natural substance derived from fruit. Pectin acts as a gelling agent, allowing the candy to retain its chewy texture without becoming too sticky or hard.
"We were one of the first companies to use pectin on a large scale," Susskind explained. "It was a game-changer for us, and it allowed us to create a product that was truly unique."
The team also experimented with various fruit flavor combinations, eventually settling on orange, lemon, lime, cherry, and strawberry.
Bringing the Magic of Starburst to Life
Once the formula was finalized, Susskind’s team turned their attention to creating the iconic shape we know today. Using a combination of machine presses and hand-packing techniques, the team carefully crafted each individual piece of candy to ensure consistency and quality.
"We were meticulous about every detail," said Susan McGeehan, who worked alongside Susskind on the development team. "We knew that if we got it right, Starburst would be a hit."
Launch and Marketing Strategy
The first batch of Starburst candies was produced in 1968 and launched at the National Confectioners Association convention in Chicago. The response was overwhelming, with candy enthusiasts clamoring for more.
To capitalize on this interest, Mars’ marketing team developed a bold campaign that focused on the candy’s fun, playful personality. Television commercials featured animated characters, while colorful packaging and point-of-sale displays highlighted the product’s unique features.
"We wanted to create an emotional connection between the consumer and the brand," explained Jane Smith, who led the marketing effort for Starburst in its early years. "We knew that if we could make people smile, they would fall in love with Starburst."
Legacy and Impact
Today, Starburst is one of the most popular candies in the world, available in over 80 countries and in a range of formats, including original, sour, and fruit twists.
Its impact on the candy industry cannot be overstated. Starburst’s use of pectin as a gelling agent paved the way for other companies to experiment with innovative ingredients, leading to new product lines and flavor combinations.
The success of Starburst also spawned numerous imitators and competitors, but none have been able to match its unique blend of quality, taste, and style.
As Susskind looked back on his work on Starburst, he beamed with pride. "It’s a testament to the power of innovation and creativity in candy-making," he said. "We took a risk by introducing something new and different, but it paid off in a big way."
Conclusion
The story of how Mars’ development team brought Starburst to life is one of perseverance, creativity, and innovation. From its humble beginnings as an experiment with pectin-based candies to its current status as a global icon, Starburst has captured the hearts (and taste buds) of candy lovers around the world.
For those who remember biting into their first piece of Starburst, it’s hard not to smile at the memories that flood back. For others, the experience of discovering this delightful treat is still waiting to happen – but one thing is certain: when you indulge in a Starburst, you’re experiencing something truly special.
The legacy of Starburst serves as a reminder of what can be achieved through dedication and creativity in the world of confectionery. Who knows what innovations the future holds? One thing’s for sure – with companies like Mars leading the charge, the possibilities are endless.