With a more than 100-year history, Asher's Chocolates is an industry veteran. However, the company values innovation and technological advances in creating new and exciting chocolate products.

The history of chocolate can be traced back more than 2,000 years, says the Chocolate Manufacturers Association (CMA). The Mayan Indians “held cocoa beans in high regard,” the association says, and images of cocoa pods were carved into the walls of stone temples. Mayan writings even refer to “cacao” as “food of the gods.” It was the Mayans who created the first beverage from cocoa beans, which the CMA says were drunk by royalty and used in sacred ceremonies.

In the United States, chocolate production moved at a faster rate than in other countries. In pre-revolutionary New England, in 1765, CMA says the first chocolate factory was established in the country. Mass production of cocoa became possible with the introduction of the steam engine. By mechanizing the cocoa-grinding process, the price of cocoa dropped enough to be affordable to the general public.

“During World War II, the U.S. government recognized chocolate’s role in the nourishment and group spirit of the Allied Armed Forces, so much so that it allocated valuable shipping space for the importation of cocoa beans,” the CMA explains. “Many soldiers were thankful for the chocolate bars, which gave them the energy to carry on until more food rations could be obtained. Today, the U.S. Army’s [ready-to-eat meals] contain chocolate bars and chocolate candies, and chocolate has been taken into space as part of the diet of U.S. astronauts.”

After chocolate made its way to the United States and got a firm foothold, Asher’s Chocolates was founded in Pennsylvania. Since 1892, Asher’s Chocolates has been producing confections and gourmet chocolates. The company says it uses only the freshest, purest ingredients and remains true to traditional recipes.

Asher’s Chocolates remains the oldest continually family owned and operated candy manufacturer in the United States, it says. Self-guided multimedia tours of the company’s new, state-of-the-art manufacturing facility are available to the general public.

Owner and President Jeff Asher says sugar-free chocolates and confections are becoming increasingly popular. “Asher’s Chocolates is a leader in this market and has been making sugar-free chocolate confections for over 40 years,” he explains. Popular items include sugar-free dark chocolate bars, sugar-free liquid caramel bars, sugar-free milk chocolate bars and sugar-free mint truffle bars. “Also emerging are more exotic chocolates flavors that include a much higher cocoa content.”

Asher also notes the growth in the organic chocolate market, and Asher’s Chocolates’ organic products have already earned USDA certification.

The company has seasonal promotions and, last spring, Asher’s Chocolates highlighted its white mini pretzels in spring colors, as well as milk and white chocolate nonpareils.

Asher says in addition to the continuing success of the sugar-free and organic product lines, Asher’s Chocolates is adding new flavors to its regular chocolate lines, including a new peanut butter and marshmallow candy enrobed in milk chocolate.

The company remains dedicated to the traditional recipes that initially brought the company success, but remains on the leading edge of technology and trends. “Many of our recipes are the same my great-grandfather began with in 1892,” Asher says. “However, as times and technology changes, we have had to modify our recipes to accommodate changing production processes. We also study the sugar-free market very closely, always staying on top of new ingredients and sweeteners that allow us to offer new flavors while still maintaining our quality.”

About 60 percent of Asher’s Chocolates’ sales comes from private-label and contract manufacturing, while the remaining 40 percent of sales is from branded products. The company sells its product lines through both retail and online channels.

Expanding its customer base while reaching out to new customers is a priority to Asher’s Chocolates. “We are constantly researching new flavors, packages and trends,” Asher says. “Our sales force takes an active role in understanding the customers and their potential. We are always looking for new ways and different venues to offer our products.”

New product development and increasing production is made possible by expanding and upgrading manufacturing facilities. Asher’s Chocolates has enhanced its capabilities to accommodate new business and new products. “The biggest change came in 1998 when we moved into our new 125,000-square-foot, in-line manufacturing facility,” Asher says. “This increased space and improved design has allowed us to add more equipment, increasing our production and allowing us to study new flavors. We have also expanded the production at our 85,000-square-foot sister factory in Lewistown [Pa.].”

Vertical integration also provides numerous benefits. Asher says with the company’s in-line facility, Asher’s Chocolates is able to receive all raw materials, manufacture the products, package the products and ship from one location. “This allows us to maintain our high-quality standards,” he says.

Within the last year, the sugar-free market has seen continued growth, and Asher says new ingredient technology allows Asher’s Chocolates to offer one of the largest lines of sugar-free items in the industry. The organic market, as well, is making great strides. The company plans to continue expanding these lines as well as additional ventures.   FAD