An Appetite for Growth

Marketing Director Robert Means says the company tested expanding its fruitcake production line with additional gourmet desserts, such as cheesecakes, pies and tea breads. To avoid damage to its brand, the company launched its expanded product line under a new brand name: Cryer Creek Kitchens. In this way, says Means, “It would be a ‘safe’ failure if it were going to be a failure.