Better Sour

Better Sour is a confectionery company targeting the growing demand for globally-inspired and healthier snack options. The company was co-founded in 2023 by lifelong best friends Bella Hughes and Semira Nikou, who serve as Head of Business Development and CEO, respectively. Their shared background as daughters of Iranian immigrants, born and raised in Honolulu, Hawaii, is central to the brand's identity. The founders' upbringing exposed them to the sour flavors prominent in both Iranian cuisine and the tropical fruits of the Asia-Pacific region enjoyed in Hawaii, inspiring their product line.

Prior to launching Better Sour, Hughes was a CPG veteran who co-founded Shaka Tea, leading it through a successful exit, while Nikou was a senior associate attorney at a Washington, D.C. law firm. Identifying a gap in the candy market, which they observed was dominated by Western-centric flavors, they launched Better Sour to cater to a multicultural landscape of adventurous eaters. The company's business model focuses on brick-and-mortar retail distribution, supplemented by a direct-to-consumer presence on their website and Amazon. Revenue is generated through the sale of their sour gummy candies. The company secured an oversubscribed $1 million pre-seed funding round in February 2023 to support its launch and has since received further investment from venture capital firm Taste Tomorrow Ventures to fuel its growth.

Better Sour's products are plant-based, star-shaped sour gummies. They are formulated with low sugar (3g per 1.8oz bag), contain 60 calories per serving, and are free from artificial colors, flavors, or dyes. The brand debuted with two mixed-flavor SKUs. One pays homage to the Middle East with pomegranate and apricot flavors, while the second is inspired by the Asia-Pacific and Hawaiian Islands, featuring guava and calamansi lime. The company has achieved significant retail expansion since its launch in May 2023, growing from around 100 stores to a presence in major retailers like Target, Sprouts, and various Albertsons banners, projecting a reach of approximately 3,000 stores by the end of 2024.

Keywords: sour candy, global flavors, plant-based gummies, low-sugar candy, Iranian American founders, Hawaiian-inspired, better-for-you snacks, CPG startup, women-owned business, pomegranate candy, guava candy, calamansi, Ume plum, natural ingredients, direct-to-consumer candy, retail confectionery, food and beverage, specialty foods, ethnic flavors, multicultural market, snack industry, WBENC-certified, food innovation