Confection

“Candy Season” typically begins at Halloween and carries across Christmas, Valentine’s Day and Easter. But this year, with the Covid-19 pandemic still raging, the consumer appetite for holiday celebrations is unclear. Still, there’s a bright spot for potential future indicators of success: though confection brands were concerned about Halloween sales, many brands with natural or better-for-you offerings are reporting a solid start to the holiday season.

Refrigerated chocolate bar brand Honey Mama’s announced this week it has closed a $5.8 million round of funding that will go towards supporting the brand’s expansion beyond the natural channel via sales, marketing and innovation efforts.

Confection brand Little Secrets is ready to give consumers their chocolate fix — while also fixing conventional candy offerings. The brand launches today a line of Cookie Bars (a Twix Bar alternative), a new almond butter flavor of its Crispy Wafers (which are similar to Kit Kats) and multipack bags of mini Crispy Wafers.

Natural brands are on the hunt to replace the mainstream confectionary in consumers’ Easter baskets this year. As the desire for cleaner, better-for-you products has become more mainstream and gained traditional retailer support, natural candy companies have hopped to capitalize on seasonal holidays.

While National S’Mores Day isn’t until tomorrow, the beloved dessert added some sweet new ingredients with the launch of SmashMallow snackable marshmallows today. A product of Sonoma Brands, the incubator and investment group from KRAVE founder Jon Sebastiani, the line of seven flavor “smash-ups” will exclusively launch in Sprouts and online direct to consumer.