Brand Story to Watch: Unreal Candy

When 13 year old Nicky Bronner woke up to find his Halloween candy confiscated by his father, he set out to prove that candy wasn’t as unhealthy as his dad thought.

It didn’t work out so well.

So he decided to change the rules of the game and challenge chef Adam Melonas to create a candy without all the bad stuff.

The result is a new line of candy called Unreal Candy, made with all natural ingredients because, as Chef Adam says, all food should have a shelf life.

Why we love it:

• The brand’s values are aligned with an increasingly concerned public who cares how their food (even candy) is sourced and made, cares about the planet along with ethical labour practices and better health
• Fabulous origin story involving a kid who solves a problem for other kids and everyone who’s ever been one
• some quirky, offbeat videos
• some celebrity support from a range spanning Hollywood, medicine, modeling, business and sports
• chef Adam has street cred

Nicky comes from smart stock but he’s an engaging spokesperson in his own right.

Critics have pointed out that while the candy has much going for it, it is still not a health food as they felt some of Unreal Candy’s marketing had implied.

But Unreal Candy seems to be stepping back from its health food claims and that’s a very good thing. Its customers aren’t just candy lovers, they’re people who want to be able to make purchasing choices they can feel good about.

And if they do it one candy bar at a time, that’s all the better.