Sweets & Snacks Expo

Smart Sweets unveils new formula across portfolio at Sweets & Snacks

By Deniz Ataman

- Last updated on GMT

Source: D. Ataman
Source: D. Ataman

Related tags better for you Gummy Sweetener

Better-for-you gummy maker, Smart Sweets, launched its new and improved formula across its portfolio, including five new SKUs, catering to consumers seeking healthier candy for nearly any type of occasion, Katrina Hahn, Smart Sweets’ co-CEO, told FoodNavigator-USA during the Sweets & Snacks Expo.

Smart Sweets removed allulose and added more of the vegetable carbohydrate, IMO (isomalto-oligosaccharides), to its base formula to improve its sensory profile.

“We really wanted to have the best taste and texture combination that we could, and we realized that we could not get there with allulose, so we made the change to a different profile,” she said.

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Source: D. Ataman

Adding more IMO to the formula serves as both a sweetener and bulking agent, allowing the brand to keep its stevia-forward sweetener and maintain the 1-3 grams of sugar content, she explained.

Allulose’s removal created a cascading effect of a “juicier, fruitier” gummy with “better texture” and “bolder colors,” Hahn said.

She added, “We actually found that taking the allulose out of the product made it easier for us to make the flavors [bolder], as well as the colors [brighter].”

Smart Sweets’ reformulated Sweet Fish, Sour Melon Bites, Peach Rings and Sour Blast Buddies are hitting the US market now as the brand continues to ride the better-for-you candy wave. Editors Note: While the brand removed allulose for these four skus, the ingredient is still used in three other skus: caramels, gummy worms, and red twists.

“You see more and more consumers interested in this space, which is great to see. … We want to be able to have candy without having the negative side effects of a lot of sugar, and that message is resonating with more people,” Hahn said.

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Source: D. Ataman

Smart Sweets adds 5 SKUs, blurs holiday lines with early Easter launch

The new base formula also was implemented into Smart Sweets’ “five pieces of innovation” this year, including the Barbie Pink Lemonade Dream collaboration, Tropical Sours, Caramels and Berry Bunnies and Tropical Eggs for Easter SKUs, Hahn said.

While more consumers rely on micro-occasions between conventional holidays like Christmas, Valentine’s Day, Easter and Halloween to satisfy their sweet tooth, Hahn explained that Smart Sweets’ Easter launch at the beginning of the year was very well received. Fans have asked to keep the products available year-round, highlighting the category’s blurred lines between holidays.


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