When the going got tough, this savvy retailer got even tougher and smarter — not to mention very strategic — with seasonal candy.

There were a few new categories/surprises this year in Confectioner’s fifth annual award program for recognizing excellence in candy vendors. Here’s a close-up look at the Category Driver and Silver Circle Winners.

Sure, there are challenges in the candy industry — especially now that it competes against all snacks — but there’s still tremendous opportunity to address new consumers’ needs with the sweetest products of all.