Co-founders Oliver Sindlev and Frederic Naayem are longtime food and beverage entrepreneurs who noticed a persistent problem in the confection aisle. For too long, "healthier" candy felt like a compromise in flavor, while legacy brands remained stuck in a cycle of artificial ingredients and refined sugars. To bridge this gap, they launched Smood Sweets, a modern brand that uses real fruit as the hero ingredient to deliver the nostalgic taste and texture of classic candy.

Best known for its candy-coated dates, Smood Sweets has already made a massive splash with a nationwide launch at Target. Oliver and Frederic are challenging legacy players by sitting at the intersection of better-for-you and fun-for-you, proving that nature can be brought back into the candy bowl without losing the joy of indulgence.

Inside the Episode:

• Why Oliver and Frederic chose the date as the foundation for their candy and how they achieved a texture that rivals traditional sweets.
• The founders share their journey of developing a product that satisfies both health-conscious requirements and the craving for true indulgence.
• How their previous experience in functional foods allowed them to identify and solve overlooked gaps in the candy market.

Shop here!

This podcast episode was made possible by Glimpse — the AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.