Candy is taking a new direction, as oomph! Sweets announces the launch of its line of low-sugar, functional gummies and chews at this year’s Natural Products Expo East.
Backed by Science, Inc., the multi-asset investment firm behind leading water-brand Liquid Death, and formulated by Michelin Star Chef Paul Shoemaker, oomph! Sweets’ presence at the industry trade show — September 28 – October 1 at booth #1854 — marks its first public introduction and availability via its direct-to-consumer site, just in time for the Halloween season.
Delivering delight to everyday moments, oomph!’s Gummies and Chews maintain the sweet nostalgia of time-honored treats, like tootsies and taffies, while supporting a low-sugar diet without any artificial sweeteners. Instead, oomph! products are sweetened with allulose — a naturally-occurring sugar found in fruits, like figs and raisins — and deliver a modern makeup of functional ingredients, like Acerola Cherry, Lion’s Mane and Apple Cider Vinegar, to support a healthy mind and body.
“Candy should be, feel and exude fun; yet somewhere along the way, it’s gotten a bad rap for being laden with hard-to-pronounce ingredients or artificial flavorings, and leaving sweet-toothed consumers with a sugar crash,” said Michael Lewis, oomph! Sweets Founder and General Manager. “We’re here to not only put the fun back in candy, but to deliver an experience that feels as good as it tastes. Real ingredients, better nutrition and flavors that, quite literally, hit you like ‘OOMPH!’ in the best way possible”
A CPG veteran, leading several brands in the food and beverage space, Lewis was brought in by Science Inc., an early-stage investment fund and startup studio building transformative brands, to build oomph! and bring the brand to market, beginning with DtC online and quickly expanding into retail, for omnichannel availability.
“The candy aisle deserves an upgrade, and it’s been a pleasure working with the team at oomph! Sweets to bring better ingredients to families without forgoing flavor,” said Michael Jones, Managing Director of Science Inc. “The food and beverage space has always been of deep interest to us at Science, and we can’t wait to see how oomph! builds out a better future for candy as we move toward wanting products that are both sweet and functional.”