Madison-based Nutkrack to expand, rebrand as Fortune Favors 

Madison-based candied nut company Nutkrack is rebranding as Fortune Favors after five years of operation, according to the Capital Times. The rebranding comes with new goals for expansion as well as a company desire to distance itself from controversial associations with the name Nutkrack. 

The pandemic unexpectedly accelerated Nutkrack sales, which were up 1,000% year over year in 2020 and strong in over the next two years as well. 

The company’s new production facility in Cottage Grove will allow it to make 1 million pounds of candied pecans per year, 10 times its current production. In addition, new regions of Whole Foods stores have been added to the company’s distribution, and expansions will include new product lines, flavors, and design scheme. 

This Saturday, the retail shop at 2086 Atwood Ave. — occupied by Nutkrack since 2018 — is reopening with new Fortune Favors products from 10 a.m. to noon.