PIM Brands Growth Spurs Expansion

This global snack manufacturer continues to call New Jersey home.

By Jim Pytell, Assistant Editor On Jan 3, 2020

Promotion in Motion, also known as PIM Brands, was founded in 1980 and is one of America’s leading makers of brand name candy and confections. The Allendale-based company manufactures a vast array of brands including Welch’s Fruit Snacks, Sun-Maid Milk Chocolate Raisins, Toggi Fine European Chocolate Wafers, Tuxedos Chocolate Almonds, Sour Jacks Sour Candies, Nuclear Sqworms Sour Neon Gummi Worms, and more.

“We make and market all the products in our portfolio,” says PIM Brands President and CEO Michael Rosenberg. “Some, like Welch’s Fruit Snacks, are brands we license, while others like Toggi Fine European Chocolate Wafers and Sour Jacks Sour Candies are our proprietary owned brands.”

Rosenberg says that the company continues to drive double-digit growth year over year, which spurred a recent groundbreaking for expansion of its current manufacturing facilities in Somerset.

“This new expansion will allow the company to continue growing our domestic and international footprints as we’ve been successfully driving double digit growth year over year,” Rosenberg says.

The nearly 80,000-square-foot addition will help address the company’s increasing product demand by bumping production by approximately 50 million pounds of snacks and treats each year, according to Rosenberg.

He adds that the expansion also includes the new Welch’s Fruit Snacks Factory Tour and Visitors Center, which he estimates will bring up to one million visitors annually to Franklin Township. PIM Brands is investing more than $30 million into the facilities.

Rosenberg cites nationwide transportation costs when shipping from New Jersey, as well as proximity to the Port of New York as two factors that have helped his company remain competitive.

In fact, the company is doubling down on its New Jersey presence, as it will soon be relocating its headquarters to Park Ridge after signing an 111,000-square-foot lease this past November at 225 Brae Boulevard, which housed the global headquarters for Hertz.

While it’s an exciting and busy time for PIM Brands, Rosenberg’s sights remain set on leveraging technology and tapping into consumer trends.

“We are constantly adapting to consumer trends,” he continues. “Across the store, there has been a shift towards smart snacking and organic options as well as the introduction of seasonally specific items to capture the consumer’s attention. Welch’s Fruit Snacks is capturing consumer’s attention across all four major snacking holidays (Valentine’s Day, Easter, Halloween and Christmas), each featuring seasonally specific fruit snacks pieces.”

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