Changes in Formula
In 2009, Necco changed the formula for its Necco Wafers. Artificial colors and flavors were eliminated. The candy was made softer through the addition of glycerine. The lime flavor was removed due to difficulties in creating an all-natural green coloring, resulting in a 7-flavor Necco Wafer roll.
According to Jackie Hague, Necco's vice president of marketing, switching to all-natural flavors and colors "would draw young mothers concerned about their children's diet." The new cinnamon flavor is "less like Red Hots", the new lemon, "less like paper candy dots and more like lemon meringue pie filling." The chocolate flavor—previously a vanilla flavor "with a hint of chocolate flavoring"—switches to a more intense all-cocoa flavor. The traditional eighth Necco flavor, lime (green), was dropped in the move to all-natural flavors. In addition, the Necco Chocolate assortment changed from 100% of the standard Necco chocolate wafers into a four-flavor chocolate assortment.
However, the change was not popular with long-time customers. The company received "stacks and stacks of letters and e-mails that said, 'Why did you do this? You ruined it,'" according to vice president of sales Steve Ornell. Less than two years after the change, sales of Necco Wafers had fallen by 35 percent. In response to these concerns, Necco Wafer production switched back to the original formula in the summer of 2011.
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