St. George, Utah welcomed sweet news this month with the grand opening of a new See’s Candies shop. Known for its iconic boxed chocolates and seasonal treats, See’s made community engagement the centerpiece of the St. George opening. The celebration featured ribbon cuttings, free samples, and warm welcomes from store staff, inviting local residents not only to stock up on classic favorites but also to experience the brand’s signature Candy Counter service. The event underscored See’s reputation for blending nostalgic Americana with customer-focused experiences, reinforcing its commitment to expanding into new markets while staying true to its hallmark traditions.
See’s Candies’ latest store opening fits into a broader pattern of activity across the U.S. confectionery and specialty chocolate industry, where brands are using a combination of retail expansion, product innovation, and collaborations to engage consumers.
See’s, while holding a modest share of the overall confectionery market in the U.S., commands significant strength in direct-to-consumer channel, supported by its robust physical retail network and seasonal limited-edition launches. Its 2025 activity has been particularly visible, spanning indulgent product releases like raspberry heart truffles for Valentine’s Day and pumpkin pie truffles for the fall season; cross-category collaborations such as the McConnell’s ice cream partnership, which reimagined beloved See’s chocolates into frozen desserts; and cause-related campaigns including the Dogust initiative with the 15/10 Foundation that blended themed assortments, pet-friendly novelties, and charitable donations. Together with the St. George store opening, these initiatives underscore a year marked by consistent brand engagement and an emphasis on connecting with consumers across multiple touchpoints.
Elsewhere in the market, other specialty chocolate makers have leaned into global flavor trends. Kilwins has introduced multiple Dubai-inspired truffles while also targeting geographic expansion in Tennessee. Rocky Mountain Chocolate Factory has similarly experimented with Dubai Chocolate-inspired flavor profiles alongside fall-themed limited-time offerings, paired with efforts to refresh its retail network and leadership. Lindt, meanwhile, has taken the Dubai-style chocolate concept into mainstream retail in the U.S. with a nationwide bar launch. Taken together, these moves highlight how some rivals are tapping into international and viral flavor phenomena, while See’s continues to emphasize seasonal classics, collaborations, and community-driven experiences as its own point of differentiation.