Liz Parker Kuhn: I saw that Blobs will be on Startup Street at this year’s Sweets & Snacks Expo—what was the process for applying to that, and how will it positively impact the brand?

Mike Schanbacher: The application process was not so different from other conferences/trade shows. We had to meet certain qualifications, such as being a newer brand, but beyond that it was a straightforward signup process!

Sweets & Snacks is a major opportunity for us to introduce Blobs first hand to the national (and international) candy industry. Getting in front of buyers as we expand nationally is the most obvious benefit, but really just getting people to try the product and experience the brand first hand is what excites us the most. People get to see first hand how a brand can create buzz and when paired with a great product that typically comes as a pleasant surprise (given the better-for-you category), and that opens up a lot of doors for us.

We’ve toyed with the idea of exhibiting at the show for the last few years, but with the Sour Blobs launch, we really feel like we’re ready to put our best foot forward and wow some folks that aren’t yet familiar with the brand.

LPK: Blobs will be expanding nationally into 1000+ new doors this year. How did that expansion come about?

MS: Since launching, we’ve really focused foremost on building our brand and getting into the “right” stores rather than just trying to grow as quickly as possible. We started locally in Philly and New York and really tried to create a better-for-you brand that felt new, yet familiar to candy lovers with a focus on fun rather than just utility of healthier options. That effort seemed to pay off and we began building real customer loyalty, which caught the attention of retailers seeking real innovation in the candy aisle—and demand has only grown from there.

The expansion into 1000+ new doors reflects not just our team’s dedication to building strong retail partnerships, but also the powerful consumer demand that proves Blobs' unique place in the market. We’re especially excited to introduce Blobs Sours, which have gotten incredibly positive feedback in the early days—all with the same commitment to ingredient quality and smart nutrition that consumers have come to expect from us.

LPK: How do you (Mike and co-founder Nick Kheny) plan to position Blobs differently from other similar products on the market?

MS: So this has been a plan of ours from the start: focus tirelessly on having the best product on the market and build the most fun brand in the category. Our goal has never been to build a “better-for-you candy brand” but rather a fun, delicious candy that can stand on its own (and just happens to be better-for-you). This led to our brand pillars of “fun” and “unwavering” that drive every decision we make.

We’ve already seen this pay off with people generally loving the silliness of the brand, giving it a try, loving the product, and then remembering the name. The name itself is always a conversation starter that leads to a good laugh when introducing people to the brand, whether it be customers or other folks in the industry.

LPK: How did the idea for Blobs Sour, debuting this month, come about?

MS: We’ve long been experimenting with Sour Blobs as a natural evolution to our lineup. We know that many diehard gummy candy fans feel just as passionate about sour gummy candy, and that this would be an entry point for new, sour-seeking consumers who want more from their candy. 

The development of Sour Blobs has been over a year  in the making. Perfecting the signature Blobs texture while adding a sour layer wasn’t easy—it took countless batches to balance that super-tart finish while keeping the total sugar content low enough to meet our standards. We think the final product is exceptional and can’t wait to get it in everyone’s hands. Biggest piece of feedback so far? It’s actually sour, unlike a lot of other products on the market!

LPK: What’s next for the brand in 2025 and beyond?

MS: We’re focused over the next few months on nailing our retail expansions through summer and getting Sour Blobs into as many hands as possible. We’re always experimenting with new formulas and flavors, and keep an open dialogue with our fans to innovate in fresh, fun ways that meet their tastebuds where they are.

Related: Low-sugar gummy brand Blobs debuts with three flavors