Better Sour, the sour gummy candy brand founded by two Iranian American women and lifelong best friends born and raised in Hawaiʻi, is expanding its rapidly-growing retail distribution, rolling into 494 Target stores nationwide this quarter as well as on Target.com. This growth brings their total distribution to over 1,500 doors across the U.S since launching in just under 100 doors in 2023.
Co-founders Bella Hughes and Semira Nikou debuted the brand in March 2023 with two 100% plant-based and low-sugar product assortments—Guava,Calamansi, Ume and Pomegranate, Apricot, Plum—inspired by the tart fruits and snacks of their Middle Eastern heritage and childhood spent in the Hawaiian Islands. Globally-inspired flavors fuel their mission of reshaping the DNA of the candy aisle by spotlighting tart, fruit flavors from around the world, available for the first time in a sour gummy form.