Family key in success of Jel Sert's products, business culture

Childhood memories are made in the smallest ways, like sitting under the tree on a hot summer day enjoying a cold, frozen ice pop with your family. When you became an adult, you relive those simple memories by sharing them with your own family.

That scenario best parallels the success of a The Jel Sert Company, a family-owned manufacturer that has been turning out iconic frozen treats and dessert brands from its West Chicago location for the past 92 years.

The Wegner family started the business in 1926 by making Jel Sert, a gelatin dessert mix that got its name from combining the words "jelly" and "dessert." Today, under the leadership of President Ken Wegner, a third generation family member, the company makes products ranging dessert mixes and frozen pops to drink mixes. Among its best known brands are Fla-Vor-Ice and Otter Pops frozen pops, Royal and My-T-Fine pudding mix, Wyler's and Wyler's Light drink mixes and Mondo fruit squeezers.

Vice President of Marketing Laura Trevino said much of the company's success has come through development of new products, such as Wyler's Light and Fla-Vor-Ice, through the acquisition of popular brands, such as Otter Pops. That combination has helped them stay ahead of the curve in anticipating and meeting consumers' changing tastes for treats.

"The dynamics in the industry are changing so rapidly that we innovate based on consumer needs that are constantly changing," Trevino said. "But if we see a company that would make a good partner, or we see what they offer makes sense for us and consumers, that's when acquisition would take place.

In addition, Jel Sert has secured licensing agreements with other well-known brands and products under those names as well. For example, Trevino notes the company has an agreement with Hershey's to produce a line of chocolate pudding mixes under its same. The company also produces drink mix lines under names such as A & W, Hawaiian Punch and Jolly Rancher.

Through these strategies, the company markets products under 29 different labels.

"It's striking a good balance based on consumer needs and what are the opportunities that are out there," according to Trevino.

And it's the success of its brands like Fla-Vor-Ice and Otter Pops over the years that have developed brand recognition over time and become family favorites. Jel Sert's drink mix products make up more than 50 percent of the company's overall production.

"Fla-Vor-Ice (a top brand in the Midwest) is a brand that you grew up with and give to your kids because it brings back some of those wonderful summer memories you had," Trevino said.

She added that being a family-owned company gives Jel Sert an advantage in a highly-competitive market.

"We have big company experience and expertise, but we still have that wonderful edge with a small company culture," she said. "It's the small company ability to get to know its customers, as well as the ability to be more agile and move around quickly."

It's the family culture that has also given Jel Sert a mission beyond its products, The company has been heavily involved in raising awareness and funds for the National Ovarian Cancer Coalition and the American Childhood Cancer Organization. It's a personal mission that extends through the company, Trevino said, as the Wegner family as been affected by both cancers.

"They felt a personal connection and have gone through same trials and tribulations other families do," she said. "These cancers are not the ones that are well funded, so they took it personally and started to support them."

The support comes from special packaging of products to promoting and sponsoring fundraising events like runs and walks, to the "Take a Pop, Share a Smile Program" that provides freezers and frozen pops to pediatric hospitals to help young cancer patients stay hydrated. This month, the company held its annual "PJammin' for Kids With Cancer Day," where employees wore pajamas to work and raised money in support of young cancer patients.

"It comes from the heart," Trevino said. "It's a mission of the company and the owners that this is part of the DNA of working here."

The Jel Sert Company

<b>501 Conde St., West Chicago, IL 60185</b><b>(800) 323-2592</b><b>www.jelsert.com</b>Industry: Food

Well-known products: Fla-Vor-Ice and Otter Pops frozen pops, Wyler's drink mix, Mondo squeezable drinks

Top local official: Ken Wegner, President

Number of Employees: More than 1,000

Other locations: Satellite office in Santa Monica, California