American Licorice Company's Ponci Gallegos discusses more than a century of candy making, Red Vines' connection to movie theaters, and the continued growth of Sour Punch.
Founded in Chicago in 1914, American Licorice Company has been making candy for more than a century, beginning with black licorice twists. Eleven years later, the company purchased Universal Licorice Company and opened a second facility in San Francisco, eventually moving the operation to Union City, California.
Its most recognizable brand, Red Vines, has long been a familiar sight at movie theater concession stands, particularly in the western United States. As the company's distribution expanded, however, Red Vines began reaching consumers farther east as well.
FlickDirect spoke with American Licorice Company National Sales Manager Ponci Gallegos at CinemaCon 2022 in Las Vegas about the company's history, its connection to movie theaters, and how its candy brands continue to evolve.
When asked about the lasting appeal of the company's signature licorice, Gallegos pointed to the familiarity many consumers have with the brand.
"It's a nostalgic brand. It's delicious, great flavor," Gallegos said.
That flavor was originally raspberry but evolved into the mixed-berry flavor associated with Red Vines today. The company has also looked for ways to appeal to consumers interested in simpler ingredients through its Red Vines Made Simple line.
Gallegos described it as "a cleaner version of Red Vines," made without artificial flavors or colors, using non-GMO ingredients and pure cane sugar.
American Licorice Company expanded its portfolio in 1990 with the launch of Sour Punch. The brand has since grown beyond the United States, with distribution in markets including Canada, Mexico, Chile, the United Kingdom and Central America.
Gallegos said consumers have responded to Sour Punch's combination of sweet and sour flavors. Asked jokingly about flavors that could appeal to additional international markets, he suggested, "Seaweed, maybe sour seaweed," while discussing Asia.
Among Sour Punch's most popular flavors are strawberry, green apple and blue raspberry.
"It's the number one selling item in the nation for us, number four overall non-chocolate. It's been the backbone," Gallegos said.
The Sour Punch lineup has continued to expand with products including Rad Reds, Fan Faves and Sour Punch Sweet Bites. The latter marked the brand's first non-sour Sour Punch product, with flavors including passion fruit and cotton candy.
Gallegos attributed some of the brand's longevity to consumers who first encountered Sour Punch as children and are now introducing it to their own families.
"It's almost like a generational thing," he said.
American Licorice Company remains family-owned, something Gallegos said contributes to a strong sense of community within the business. The company has also supported charitable initiatives, including providing school bags and supplies through the Kids In Need Foundation, while pursuing efforts to reduce its environmental impact.
More than a century after American Licorice Company began making black licorice twists, Red Vines and Sour Punch remain central to its business. For moviegoers, Red Vines also maintains a connection to an experience that has helped define the brand for generations: grabbing a box of candy at the theater concession stand before the movie begins.
ABOUT THE INTERVIEWER
