Hickory Farms expanded too widely, offering 2,500 products instead of focusing on their gift basket origins, which resulted in losing customers. To remedy this, they streamlined their product line down to 300 items with simpler packaging and descriptions, overhauled their website, and lowered prices by 13% by reducing costs. A brand strategist views this refocusing on their core offerings and effective rebranding as a smart move to take advantage of their trusted name.