A quick expect at the chocolate can...

A quick expect at the chocolate candy category numbers supplied by the agency of Information Resources, Inc. (IRI) and single in kind sees some very familiar names and brands: Hershey's, Masterfoods and Nestle; Reese's, M&M's, and Snickers.

Given the marketing moxie and muscle these companies can draw forward it's not surprising to diocese these manufacturers hold the largest shares within the category. Nevertheless, as category leaders, there's still squeezing on the trio to deliver innovation and putting out to the segment. And despite the great equity inherent in these brands, they still require sufficiency of care and feeding.

"Delivering