90
Even for him it was incomprehensible, but “as soon as we changed something, the fruit caramels were like lead on the shelves” and no longer sold. “I have never experienced this with any other consumer product,” says Ehlert. Every marketing professor will now frown, the confectionery expert suspects, and “it’s a mystery to us too, but Böhme’s fruit caramels are a very special product.”
Also read: These are the price drivers in German supermarkets.
Note: This article first appeared on January 19, 2023 in WirtschaftsWoche. We are showing it again due to the high level of reader interest.