(EMAILWIRE.COM, August 08, 2002 ) ORLANDO, Fla. – In a move that stunned the confectionery industry, rapidly-growing Schakolad Chocolate Factory announced it will not pursue the rare opportunity to bid on the Hershey Foods Corp. because it would conflict with its concept of creating the freshest possible chocolate products.

An undisclosed source impressed by Schakolad’s expansion offered to help the international business in the recently-announced Hershey’s auction, which is potentially worth $10 billion. After seriously considering how the merger would work, Edgar Schaked, owner of the Schakolad Franchise, opted to continue growing his own empire, which currently includes stores in the eastern United States, Caribbean and Israel.

“We have identified the fact that the American consumer is demanding fresh chocolates compared to boxed chocolates,” Schaked says. “Even though Hershey's is the biggest chocolate manufacturer in the world, the fresh, high-quality product that Schakolad creates is catching on.”

Distressed loyal Schakolad customers rushed to local franchises upon hearing shocking rumors of a Hershey’s deal, but were quickly reassured that their favorite European style hand made truffles, would continue to be produced daily by experts with more than 50 years of experience making award winning confections.

The Schakolad secret is not only in the recipe but in the commitment to the process. Each of the stores prepares its truffles and chocolate designs by hand using the “art of chocolate making” – a unique approach that allows customers to see the chocolate being created while they shop and provides them with a deliciously sinful, yet healthy confection that is free of preservatives.

“Chocolate is a delicacy, and delicacies should always be fresh,” Schaked explains. “Although Hershey has a fine history of chocolate sales, our Award Winning Chocolates are known for unique textures and divine flavors created through a well-blended mixture of superior ingredients: the highest-quality cocoa beans, a delicate infusion of dairy butter and cream, exotic premium liquors and the freshest fruits and nuts. You simply cannot mass produce that level of quality.”

Schaked has a distinguished chocolate bloodline, coming from three generations of chocolatiers. Edgar’s father, Baruch Schaked, has been a chocolate maker for 32 years and learned the business from his father-in-law, Gustavo Bar, owner of one of South America's largest chocolate companies. On his chocolate debut in America, the elder Schaked won first-prize awards for his truffles at the Fontainebleau Chocolate Festival in Miami.

“We are a family of chocolate makers and take immense pride in our rich history,” says Schaked, recently voted one of the top 40 entrepreneurs in Central Florida. “It was tempting to consider purchasing Hershey. But with customers becoming more savvy and discriminating about their tastes, Schakolad has decided to stick to the real sweet deal – creating freshness, quality, innovation and elegance dripping in white, milk and divine dark chocolate for the world’s chocoholics. “
Schakolad Chocolate Factory’s goal is to have 250 franchises in the eastern United States within 10 years. The first store opened in Orlando, Fla., in 1995. Currently, there are 13 stores (11 franchises) primarily in the Eastern U.S., the Caribbean and Israel.

For information: www.schakolad.com or (407) 677-4114

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Schakolad Chocolate Factory
edgar schaked
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