Liz Parker Kuhn: How did you come up with the idea for 1UP Candy?

Michael Schenker: The idea for 1UP Candy came from identifying a gap in the candy market for a culturally relevant, non-chocolate brand that could resonate with younger audiences, especially Gen Z and Gen Alpha. Bringing in FaZe Rug as a co-founder was an instant unlock. With over 50 million followers across platforms, Rug isn’t just a creator icon—he’s a bridge between digital and mainstream culture. His audience is fiercely loyal and spans exactly the demographic we wanted to reach: 8- to 24-year-olds who don’t just follow trends—they create them. Rug’s authenticity and creative instincts helped shape the brand from day one, not just as a marketing face, but as a builder. From flavor concepts to packaging ideas to launch videos, his fingerprints are everywhere. We didn’t want to build a “celebrity brand”—we wanted to build a culture brand, and FaZe Rug helped us light the match.

But behind the fun is a very real business insight: candy is an impulse-driven, low-price-point category that scales well in mass retail. We knew if we could pair that with the kind of virality that only creators can generate, we could disrupt the aisle—and we’re already seeing it happen in retailers like Walmart, Circle K, and Five Below.

LPK: The company is founded by YouTube personality FaZe Rug and backed by venture studio VO/D. How did VO/D get involved?

MS: As a venture studio built around the belief that the future of consumer brands is creator/talent-led, we identified a white space in the non-chocolate candy market and partnered with FaZe Rug to fill it. With VO/D’s product-first, talent-led model, the team worked hand-in-hand with Rug to co-develop the concept, flavor profiles, and brand identity. Their expertise in product innovation and retail strategy, combined with Rug’s massive cultural influence, made for the perfect recipe to launch a brand that immediately resonated with consumers.

LPK: Right now the company’s products are available at Walmart, Circle K, and Five Below. Any plans for expansion this year?

Matt Weiss: “Absolutely. After rapid growth and strong performance at 12,000 retail doors nationwide, 1UP Candy is exploring additional retail partnerships and expanding its presence. The goal is to bring the brand to even more shelves across the country, making it easier than ever for fans to experience 1UP’s bold flavors and interactive formats.

LPK: The company is exclusively focused on non-chocolate candy. Would it ever get into the chocolate category?

MS: 1UP is laser-focused on innovating within the non-chocolate space—a category ripe for disruption that’s seen massive growth in consumer interest over the past few years. We will continue to spend our time focusing on constant innovation within non-chocolate candy.

LPK: 1UP’s mission is to “create disruptive candy formats with mass appeal and cultural relevance.” Is there anything else in the pipeline for 2025?

MW: 2025 is shaping up to be a big year. At 1UP we just launched our crunchy sour strips available in four flavors, Rainbow, Blue Raz, Strawberry and Green Apple. These are a first-of-their-kind candy innovation bringing something completely new to the aisle with a unique crunchy format. We’ve also been working on developing a new product line with Mexican-inspired flavors that we’re excited to debut at the Sweets & Snacks Expo. Outside of those two major moments, we’re continuing to keep our pulse on new innovation and consumer trends in the flavor aisle that might be a fit for the brand down the line.

Related: Trü Fru introduces Milk Chocolate Peanut Butter Banana