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Thursday, Mar 28, 2024

In the Sweet Spot

Walk into any Rocket Fizz Soda Pop & Candy Shop, and you might notice that among its sweets is a selection of chocolate novelty gifts made by former actress Susan Olsen. Best known for playing the character Cindy Brady in the 1970s hit, “The Brady Bunch,” Olsen has become something of an entrepreneur, but a chocolate maker she is not. Her gag gift – inspired by her pets, but more on that later – was made for her by Candy Factory, a North Hollywood retailer and manufacturer that has become something of the go-to shop for Hollywood types. Does the phrase, “Life is like a box of chocolates” mean anything to you? Yep. The edibles Tom Hanks gave out in the family-favorite film “Forrest Gump” were made by the shop. “We do over-the-top chocolates, like the 14-foot long replica of the Hollywood sign or covering a Playboy bunny in chocolate to make a human candy bar,” said Frank Sheftel, Candy Factory owner. “We’re a tough little business and we can produce a lot out of our little facility.” The 2,000-square-foot shop at 12508 Magnolia Blvd. sells candy and chocolate-making supplies direct to consumers, but custom orders drive 60 percent of sales, mostly for birthdays, parties and weddings held by everyday customers and celebrities. For example, the company made the wedding favors for the nuptials of Michael Jackson and Lisa Marie Preslesy, and its treats are regulars at seasonal Academy Awards parties. However, unlike a new wave of gourmet chocolate shops that are popping up, such as Compartes Los Angeles on Barrington Avenue and Lady Chocolatt on Wilshire Boulevard in Los Angeles, Candy Factory does not make its own chocolate. Still, more than 30 years into the game, the family business is going strong. A selection of the shop’s branded candy, Sheftel Original Products, such as chocolate covered potato chips, is sold by Gelson’s seasonally since 1995. And the Hollywood reputation has put it on producers’ radar. Currently, a 30-minute reality television series is being pitched to female-friendly networks, including Oxygen and the Food Channel, by television producer Christopher Gaida. “Frank is such a unique character. He’s very upbeat and crazy eccentric, which I think are all requirements for a reality show personality,” said Gaida, who has worked on both “Dr. Drew’s Life Changers” and “Playboy Morning Show.” “In addition, his business serves all of Hollywood, and everybody loves candy so it’s a fun topic.” Gag gifts Sheftel and his parents, Mel and Gloria, purchased Candy Factory from a local school teacher in 1991for about $90,000. The shop was founded in 1978 by Barbara Grisar, and was known for selling molds, colored foils and chocolate in bulk for customers to make their own candy. Sheftel, who lived in North Hollywood at the time, owned a candy shop on Melrose Avenue called US Chocolate when he learned it was up for sale. He had worked for candy companies, including See’s Candies, for five years. “The Chocolate Factory had been around since the 1970s and had a great reputation,” Sheftel said. “I came into the shop to buy supplies one day and (the owner) was saying that she was thinking of retiring and selling the business. So I talked to my parents about it and they helped me buy it.” Around that time, Sheftel sold US Chocolate to a local competitor and soon after he booked his first order at the Candy Factory to make 2,000 chocolate favors shaped like little booties. From there the shop’s reputation continued to grow as the Sheftels made wedding favors for Barbara Streisand and James Brolin’s wedding, and created Chaka Khan’s line of Chakalette chocolates in 1996. Olsen launched her novelty line in October as the result of an experience she had with her foster cats and dogs at home. “I thought ‘Geez, it does not smell right in here,” Olsen recalled. She looked behind the couch and, sure enough, the animals had decided it was a wonderful place to relieve themselves. Thus Olsen worked with Sheftel to mold the candy, though she designed the packaging, and by January the line was on sale at 60 Rocket Fizz Soda Pop & Candy Shops nationwide. The packages include more than half a dozen pieces of dark or milk chocolate candies with marshmallow filling for $5. “It’s supposed to be repulsive, though there are limits to how repulsive,” Olsen said, laughing. World-record candy Sheftel employs three part-time staff to help him and his parents run the shop. Though the team is small, they’re still equipped to tackle large jobs, including a 1,000 piece order of chocolates for an Academy Awards party in February, and a 2,500 order of candy bars for the opening night of the Hollywood Bowl in June. “You never know what you’re going to get until you get here,” said Joe Barajas, who has worked at the Candy Factory since 2007. “There’s always something different.” Sheftel receives his chocolate from several different suppliers including Nestle and Guittard Chocolate Co. in Burlingame. He and his team melt down the chocolate and mold and package it all at the shop. Such was the case with a 440-pound peanut butter cup that Sheftel was determined to make for a Guinness World Record – an effort that has attracted lots of media attention. He, along with the help of his parents, staff and a few friends, poured 320 pounds of chocolate and 120 pounds of peanut butter into a kiddy pool to shape the peanut butter cup. “We wanted to do something different and big, and I wanted to have a way to promote the shop and the celebrities that we work with,” Sheftel said. Once Sheftel receives the Guinness World Record for the massive candy this month, he plans to cut, package and sell it off at $25 for two pounds – giving the proceeds to charity. So far, he has sold $500 worth. Sheftel doesn’t have any specific expansion plans for the business, but admits the shop has fallen behind on the Internet. “We really need to get an online presence. We’re old school and have been behind the times for a while now,” he said. “So we’re getting a better website and going to try ecommerce.”

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