A quick turn the thoughts at the chocolate candy category numbers supplied by the agency of Information Resources.

A quick turn the thoughts at the chocolate candy category numbers supplied by the agency of Information Resources, Inc. (IRI) and single 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 onward it's not surprising to diocese these manufacturers hold the largest shares within the category. Nevertheless, as category leaders, there's still urgency on the trio to deliver innovation and increase to the segment. And despite the great equity inherent in these brands, they still require fulness of care and feeding.

"Delivering