Disrupting an Indulgent Category with a Better-for-You Product
The founder of Unreal Candy envisioned a line of clean-label candies that matched the taste profile of the top five sellers in the U.S.—Snickers, Milky Way, M&M’s, Peanut M&M’s, and Reese’s Peanut Butter Cups. The huge challenge was how to outdo them without sacrificing taste.
We formulated five candies with clean ingredients and better nutrition, specifically higher levels of protein and lower levels of sugar. We also vetted each ingredient supplier and identified co-packers to ensure that they met Unreal’s ethical and sustainability criteria.
We identified co-packers and commercialized all five products for Unreal Candy in 2012.
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