Globally Inspired Sour Gummies : better sour

Better Sour makes globally inspired gummy candies with sour flavors that inject new kinds of tart tastes into the category. The plant-based gummies are naturally flavored and free from artificial colors, and they’re set to to be introduced in two varieties: a Middle East-inspired stone fruit mix with pomegranate, apricot and plum, and an Asia-Pacific-themed offering that includes guava, calamansi and ume.

Better Sour, the start-up founded by Bella Hughes and Semira Nikou, raised an oversubscribed $1 million pre-seed funding round and is set to make its debut at Natural Products Expo West 2023.

The gummy candy brand offers a different experience thanks to its founders, who are daughters of Iranian immigrants and childhood friends from Honolulu. “We’ve noted a lack of innovation in the candy aisle, with even the better-for-you set focused on Western-centric flavors,” said Nikou, “Better Sour is the candy for today’s multicultural landscape, self-described foodies, adventurous eaters — and above all, Sour Seekers.”

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