Angry Wafer Customers Demand Artificial Coloring

October 28, 2011

Back in 2009, the makers of Necco wafers abandoned artificial colors and flavorings in their recipe. They thought the move would be a huge hit with customers. They were wrong. 

Mail to the New England Confectionery Company increased twenty times and customers had a strongly negative reaction to the changes. 

"When you're tampering with the family jewels for [the first time in] 150 years," Necco Vice President of Research and Quality Jeff Green said, "we expected some fallout. I don't think we expected it to be quite what it was."

Sales dropped by 35 percent and the company was forced to return to the original recipe. Green suspects a large segment of Necco customers are older and objected to the changes in the iconic treat. 

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