St. Paul’s Pearson’s Candy Company is launching a new brand for the first time since 1933, and it’s got a St. Paul-centric name.

7th Street Confections, an umbrella brand under the Pearson’s name, will start shipping new products in February 2017, said AJ Buckner, senior marketing manager at Pearson’s.

“We are launching 7th Street Confections as a brand to live within Pearson’s that will allow us to innovate and launch products that don’t really fit within our other brands,” Buckner said.

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“Candy is constantly changing,” Buckner said. “This will allow us to create trend-forward confections. With the brands we have now … there’s only so much you can do with the Salted Nut Roll and Nut Goodie.”

And although the two flagship Pearson’s candy bars have a cult following, they are not necessarily popular among children.

“We’re hoping to launch products that the next generation of Pearson’s lovers will enjoy,” she said.

Pearson’s might seem old-fashioned, but the company has been growing lately. The company purchased Bit-O-Honey from Nestle in 2013, and since then, the candy, which had been flagging in popularity, has seen double-digit growth each year.

Just a few months ago, Pearson’s resurrected chocolate Bit-O-Honey, which used to be called Bit-O-Chocolate.

“It existed decades ago, when Bit-O-Honey was in its glory days,” Buckner said. “Then it disappeared for quite some time. We just started shipping it again.”

Pearson’s isn’t saying exactly what the new products will be — for now. The first product launched under the 7th Street Confections brand is likely to be a healthier, but also indulgent, confection, Buckner said.

More specifics will be available sometime this winter.