In with the old, out with the new

From today's Globe:

New England Confectionery Co. thought it could make its old-fashioned wafer appeal to a modern, health-conscious consumer by coloring and flavoring it with all natural ingredients such as cabbage and beets.


Instead, sales of Necco Wafers fell 35 percent.

“There were stacks and stacks of letters and e-mails that said, ‘Why did you do this? You ruined it,’ ’’ recalled Steve Ornell, Necco’s vice president of sales.

Less than two years after going all natural, the Revere company has gone back to its original recipe in hopes of recouping lost sales and loyal fans of the 164-year-old candy. The chalky, sugary candy that comes in eight colors is once again made of artificial dyes and flavors.