Unreal Brands

Unreal Brands
Founded 2010 (2010)
Founders Michael Bronner, Nicky Bronner, Kristopher Bronner
Headquarters Boston, Massachusetts, United States

Unreal Brands is a company which produces candy products without artificial flavors, color and other non-food additives.[1]

History

In 2008, two teenage brothers, Nicky and Kristopher Bronner, and their father, Boston entrepreneur Michael Bronner, started working to create all-natural candy products as an alternative to artificially-flavored candy products available in local stores at the time.[2] The three tested a large number of recipes for candy,[3] and initiated the company in 2010.[4]

By 2013, Unreal Brands was manufacturing and selling candy and other treats which contained only non-GMO ingredients,[5] with no partially hydrogenated oils, preservatives, artificial colorings, gluten, corn, or soy, and reduced sugar compared to similar candies of major brands.[6] [7] They produced several types of chocolate peanut butter cups and candy coated chocolate gems.[3]

In spite of the involvement of celebrity endorsements,[6] marketer Assaf Swissa and investment from Bill Gates, sales were poor and the company failed to make a profit.[8]

After a relaunch, in October 2014, UNREAL began producing candy with different flavors, including quinoa and coconut. UNREAL products were sold online and in various natural stores across the United States, including the natural aisles of Kroger stores, Super Targets, and regional Whole Foods Markets.[9][10] In 2015, Unreal ran a successful sales campaign in which autographs by quarterback Tom Brady were hidden in buckets of Halloween candy.[11]

References

  1. ↑ "The Beginner's Mind: How Naiveté Can Become A Critical Business Asset". Forbes, Mike O'Toole, Sep 16, 2014
  2. ↑ Needleman, Sarah. "A Young Entrepreneur's Sweet Idea". The Wall Street Journal. The Wall Street Journal. Retrieved June 14, 2012.
  3. 1 2 "Unreal ธุรกิจขนมหวานของเด็กหนุ่มวัย 17" (Unreal candy business of youth age 17.) Sanook! Money
  4. ↑ Melby, Caleb. "Meet UNREAL, A Natural Candy Maker Endorsed By Jack Dorsey, Matt Damon, Gisele And Tom Brady". Forbes.com. Forbes. Retrieved September 28, 2012.
  5. ↑ "Making Room For A Little 'Unjunked' Candy This Halloween". Forbes, Oct 25, 2013, by Mike O'Toole
  6. 1 2 Dickey, Megan. "The Story Of A Boy Whose Tempter Tantrum Led To A Venture-Backed Food Startup". Business Insider. Business Insider. Retrieved May 19, 2013.
  7. ↑ Kosoff, Maya. "I Tried "Unreal" Peanut Butter Cups, and They Tasted Better Than the Real Thing". www.businessinsider.com. Business Insider. Retrieved February 4, 2015.
  8. ↑ "Five things you should know about Assaf Swissa". Boston Globe, Callum Borchers, October 16, 2015.
  9. ↑ Sidrane, Arielle. "UNREAL Re-Launches Unjunked Candy With New Flavor Twists". www.groceryheadquarters.com. Retrieved February 12, 2015.
  10. ↑ Nieburg, Oliver. "Unreal Candy Shifts from Mass Market to Natural Channels". www.confectionerynews.com. Retrieved 27 February 2015.
  11. ↑ "Tom Brady boosts sales of Boston-based ‘healthy’ candy company". Boston Globe, Sarah Shemkus October 30, 2015
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