Posts Tagged ‘Paul Pruett’

Right on the heels of my last post about 2010 candy product launches, a new candy bar has come to market: Bosco Milk Chocolate Bars. And, yes, it’s the same “Bosco” as Bosco brand Chocolate Syrup.

If you’re not familiar with Bosco Chocolate Syrup, it’s a brand that’s been around since 1928. Dick Van Dyke and Virginia Graham hawked Bosco back in the ’50s:

In 1960, Bosco Chocolate Syrup made a cameo in Alfred Hitchcock’s thriller, Psycho. The syrup was used as “blood” in Janet Leigh’s unforgettable shower scene.

Bosco Syrup also appeared on Laverne & Shirley (Bosco chocolate milk was Squiggy’s favorite drink) and Seinfeld. In the Nov. 1995 “The Secret Code” episode of Seinfeld, George Costanza reveals that his ATM PIN is “Bosco.”

Scott Sanders, vice president of the family-owned Bosco Products, Inc., says his dad, Steve, was contacted by Shrek 2 personnel to get permission to use the “I love Bosco” jingle. It made the 2004 film’s soundtrack.

And now, in the new year, big and small screens have a new prop star: the 3.5-ounce Bosco Milk Chocolate Bar.

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Free Bosco Products Giveaway!
Bosco Milk Chocolate Bars are available exclusively on Candy.com through January! Pre-orders are available now; first shipment begins Mon.,  Jan. 10.

Try a bar and tell the Candy.com community what you think. EVERYONE who comments on ANY Bosco product (fond Bosco memories, anyone?) will be entered to win a Bosco T-shirt and a Bosco Variety Pack. So … spill your thoughts!
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According to Paul Pruett, CEO of the Praim Group and manager of Bosco’s chocolate brand, the new all-natural milk chocolate bars are formulated to taste like Bosco Chocolate Syrup.

Unlike the syrup, however, the milk chocolate bars aren’t vitamin-fortified. Scott says fortifying the bars was a consideration, but that it presented technical complications and didn’t quite match the needs of the broader target market the bars are expected to attract.

Bosco Chocolate Syrup was originally created by a Camden, NJ-based physician to help with digestion. The extra thick syrup was later marketed as a “milk amplifier” and included iron and Vitamin D. Today, the product (which Scott describes as “fudge-like”) is positioned as an all-natural ice cream topper and milk syrup, and is fortified with B Vitamins.

At brick-and-mortar retail outlets, Scott and Paul both say the ultimate goal is for Bosco Syrup and Bosco Milk Chocolate Bars to be merchandised together, but they acknowledge the fact that the buyer for those two categories isn’t always the same person. It’s a big hurdle, but Paul says, “We’re bullish on that partnership.”

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