SmartSweets

SmartSweets operates in the confectionery market, producing and marketing low-sugar candies. The company was founded in 2015 by Tara Bosch in Vancouver, Canada, initially under the name Stevi-Sweets. Bosch's motivation stemmed from her own unhealthy relationship with sugar and a desire to create a candy she could feel good about enjoying, a sentiment shared with her grandmother. At 21, while still in college, Bosch began experimenting in her kitchen with a gummy bear mold from Amazon, teaching herself how to make candy through online research. She eventually dropped out of the University of British Columbia to dedicate herself to the venture.

The company's business model revolves around creating and selling candies that have significantly less sugar than traditional alternatives—up to 92% less per serving. Revenue is generated through direct-to-consumer online sales and a vast retail network. SmartSweets targets health-conscious consumers who are looking for healthier options for their favorite treats without sacrificing taste. The product line includes a variety of gummy and chewy candies like Sweet Fish, Peach Rings, Sourmelon Bites, and hard candies such as Lollipops. The candies are made without artificial sweeteners, added sugars, or sugar alcohols, instead using ingredients like stevia, allulose, and plant-based fibers such as tapioca and chicory root.

SmartSweets officially launched in Canadian stores in July 2016, with Bosch initially making deliveries herself. After bootstrapping with $15,000 of her personal savings, Bosch secured $3 million in an angel funding round in March 2018, which helped facilitate the brand's launch into the U.S. market via Whole Foods Markets. Notable angel investors included individuals associated with Daiya Foods. The company has also attracted celebrity investors like Nina Dobrev and Shawn Mendes. A major milestone occurred in October 2020 when TPG Growth, a private equity firm, acquired a majority stake in the company for approximately $360 million. Following the acquisition, Tara Bosch remained the largest individual shareholder and took on a role focused on innovation and strategy, while Douglas MacFarlane was appointed CEO.

Keywords: low-sugar candy, healthy sweets, better-for-you snacks, confectionery, Tara Bosch, stevia sweetened, allulose, plant-based candy, gummy candy, chewy candy, sugar reduction, food and beverage, CPG, e-commerce, retail, functional food, candy alternative, non-GMO candy, gluten-free candy, natural ingredients, TPG Growth, Vancouver startup, female-founded company, health and wellness products