The National Confectioners Association launched Sweet Land of Liberty on March 10, a yearlong advocacy and marketing campaign timed to the 250th anniversary of the Declaration of Independence that frames the U.S. chocolate and candy industry as a major American manufacturing story.
The campaign will run throughout 2026 with activations in Washington, D.C., and nationwide, including a presence at Sweets & Snacks Expo in May, a National Candy Month push in June, high-profile seasonal activations and a targeted digital advertising effort. NCA also recorded and released an original campaign anthem using AI-powered tools — what the association says is the first time a trade group has produced and published a song to anchor a national advocacy campaign.
Industry numbers behind the message
The economic case is central to the campaign’s framing. The confectionery industry generated $55 billion in U.S. retail sales in 2025 and is projected to reach $62 billion by 2030. NCA member companies employ about 58,000 people across 1,600 manufacturing facilities in all 50 states. The association estimates every confectionery manufacturing job supports 11 additional positions across related industries.
John Downs, president and CEO of NCA, said the campaign is designed to connect those economic facts to a broader cultural narrative.
“Chocolate and candy are woven into the fabric of American life as an essential part of our celebrations, traditions, and shared history. For more than 250 years, the confectionery industry has not only crafted the treats we love, it has also powered economic growth and strengthened communities across the country. From local manufacturers to iconic brands, confectionery reflects the ingenuity, innovation, and entrepreneurial spirit that define America’s past, present and future,” Downs said.
“Through Sweet Land of Liberty, we’re activating a creative and groundbreaking campaign that uses innovative storytelling to bring this narrative to life and highlight the economic impact of confectionery and the unique place chocolate and candy hold in American culture.”
Consumer context
NCA is also leaning into consumption data to support its positioning. Americans enjoy chocolate and candy two to three times per week on average, at about 40 calories and one teaspoon of added sugar per day. Ninety-four percent of Americans say it is acceptable to occasionally have a piece of chocolate or candy.
The campaign arrives amid ongoing state and federal nutrition policy debates — context that makes the economic and cultural framing a deliberate strategic choice for an industry seeking to shape its public narrative heading into the nation’s semiquincentennial year.
The Sweet Land of Liberty anthem is available to stream at CandyUSA.com/SweetLand.
[RELATED: NCA Report: U.S. Confectionery Sales Climb To $55B In 2025]