Camarillo-based Rocket Fizz Soda Pop and Candy Shops, LLC is blasting off into several new directions this year with the launch of its own line of candy, new franchise locations and a partnership with a well-known reality TV star. The confectionary company’s retro store concept— which includes 2,000 candy varieties, 500 types of soda pops and hundreds of novelty items— has attracted the likes of the Kobe Bryant, George Lopez and Emilio Estevez. Most recently, the company snagged a deal with Nicole “Snooki” Polizzi of MTV’s “Jersey Shore”. The reality star, famous for her off-the-wall antics and big hair, has partnered with Rocket Fizz on the development of Snooki-branded soda, which will be released soon. Additionally, the company this year is planning to launch a new line of Rocket Fizz candy, said Robert Powells, who co-founded Rocket Fizz with Ryan Morgan in 2007. Powells was mum on the details but said the company is exploring a plethora of “funny-flavored hard candies.” Today, there are 26 Rocket Fizz stores spread across five states — California, Arizona, Nebraska, Colorado and Nevada — and 10 of those serve the San Fernando Valley region. All are independently owned and operated franchise locations, except for the flagship Camarillo location, which is company owned. Rocket Fizz officials declined to discuss the private company’s financials. The company employs about 40 in the greater San Fernando Valley region and 100 companywide. Powells and Morgan, who are keenly focused on growing the franchise’s footprint, say they hope to reach 40 store locations by the end of the year. Currently, the duo is eyeing opportunity in Northridge and is scouting out possible locations and franchisee candidates. “When we first started we said, ‘It would be so great to have five stores,’ and we did that in six months,” Morgan said. “Now we say ‘Ok, all goals off the table and we just run with the growth.’” Rocket Fizz is in a league of heavy hitters including The Sweet Factory, Rocky Mountain Chocolate Factory and See’s Candy. According to SymphonyIRI Group, Inc., a Chicago-based market research firm, projected year end retail sales for total U.S. confectionery in 2011 will be $32.2 billion, up 5.2 percent from the year prior. To differentiate its store and offerings in the marketplace, Rocket Fizz aims to transport its customers to the candy stores of yesteryear. The company prides itself on being eccentric, using wooden crates and barrels to hold products and covering the walls with vintage posters and memorabilia. Rocket Fizz visitors have used websites such as Yelp.com to sound off on their experience in the candy shop, which are mostly comprised of rave reviews. “Sugar bomb heaven with every possible bit of contemporary and nostalgic candy and soda pop one could want,” said Rich G. of Irvine. “The store is large and has the feel of an amusement park candy store only bigger. I think Mr. Wonka would approve.” Franchise of Fun Indeed, Rocket Fizz has carved out a niche in the soda pop market with branded sodas that range from the classic to the unusual — Sweet Corn, Bacon and Peanut Butter and Jelly. Even the most outrageously flavored sodas are made with pure cane sugar and mountain spring water, Morgan said. The newest addition to the Rocket Fizz product line: the Snooki-branded soda pop, called “Snooki’s Wild Cherry”. The idea to add the reality star to the company’s popular line of celebrity-branded sodas followed Snooki’s store appearance in Valencia last year. Powells said the two “became buddies” after the MTV star hitched a ride with him to Northern California, where she was doing more promotional events. “She loves Rocket Fizz,” he added. Rocket Fizz began its celebrity-branded soda line in 2009, featuring Court TV’s Judge Joseph Wapner. The company has had so much success with the brand that the Wapner sodas have been rebottled about four times and have expanded to include three varieties: Root Beer, Cream Soda and Cola. Powells said he expects the Snooki line also will be a hit with customers, because of its appeal as both a novelty item and beverage. “We built (Rocket Fizz) for people to have fun,” Powells said. “We wanted something that would allow people to shop and occupy some time.” Now, as the company expands its product lines and domestic footprint, Powells and Morgan are working to ensure that their vision is carried out through their franchisees. The number of franchise inquiries has steadily increased in the past year, but the owners say they’re highly selective about who they pick to represent the brand on the retail front. “We actually deny more requests than we approve,” Powells said, noting franchisees must have a brain for business as well as good people skills. The initial franchise fee is $50,000, but additional costs vary depending on rent and improvement expenses, he said. Early on, the duo sold two of the first three Rocket Fizz stores to franchisees as a way to invest and focus on distribution and manufacturing operations that would grant them more control of their company and its products. Company-owned facilities include a bottling and manufacturing plant in Northern California, and a warehouse in Los Angeles. There is also a warehouse in Camarillo in which the infrastructures for Rocket Fizz stores are built. The company’s flagship store in Camarillo, owned by Powells and Morgan, serves as a corporate headquarters, testing facility for new products and franchisee training site. Powells and Morgan are hands-on in training and supporting their franchisees, said Rusty Hadjilou, co-owner of Rocket Fizz locations in Sherman Oaks, Westlake Village, Pasadena and San Clemente. Company owners oversee everything from product offerings to store layout, but are flexible when it comes to suggestions or ideas from franchisees. For example, some shops have included ice cream in their product offerings and an outdoor seating lay out, he said. As for where the company gets its ideas for wacky new soda flavors and the like, Powells says those often come directly from customers. “We build our inventory off of what customers ask for.”
