As the dairy business grew, L. S. wanted his sons to give up confectionery operation and join him in the dairy business. The brothers were reluctant, however, for they felt the key to their successful future was in the confectionery products, especially Heath English Toffee. At their father's insistence, the confectionery was sold in 1931, and the brothers moved to the dairy industry with their father, but they brought with them their basic candy-making equipment: a copper kettle, a stirring paddle, a marble slab, and a rolling knife. They housed this equipment in a small kitchen they built on the back of the dairy. In the front of the ice cream factory was a retail counter. The boys expanded this operation to include some of there offerings established at the confectionery on the square - including, of course, Heath English Toffee. This place soon became as popular as their prior establishment.
L. S.'s two younger sons, Virgil (Pete) and Vernon, joined the firm as they came of age. Bayard and his brothers knew they had a viable product in Heath English Toffee, but the challenge was in getting it into a broader market. The boys found a relatively simple but effective method early in the game.
There were milk route trucks going out from the dairy early each morning to deliver milk, cheese, butter, etc. to homes in the surrounding area. The brothers had new order forms printed to include an additional selection - "Heath English Toffee Bars." When this item was checked, the driver left a box of the delicious candy along with the dairy needs.
However simple, this early marketing plan worked, and Heath English Toffee Bars grew in popularity as the market base grew. in 1932, L. S. and sons determined their base was strong enough to support a wholesale marketing program. They gradually inched their way into the national market during the depression, at a time when other, longer established confections were falling by the wayside.
The one-ounce Heath Bar, although small in size in comparison with other "giant" four-ounce bars of that era, showed phenomenal growth. There was nothing else like it available in the national marketplace, and its uniqueness, along with superb quality, served to push the product up the ladder of success.