Smood Sweets launches Candy Dates
The new brand was founded by the co-founder of Pandora Jewelry and his sons.
Smood Sweets Inc., the modern candy brand bridging indulgence and wellness, has officially launches Candy Dates—a collection of candy-coated California dates. Each Candy Date pairs natural, plant-based ingredients with candy flavors and crunch, and no artificial flavors or colors.
Founded by René Sindlev (co-founder of Pandora Jewelry) and his sons Oliver and Lucas Sindlev, the capital partners behind the organic health brand Dr Smood and the sea moss beverage brand Moss (created in collaboration with actor Michael B. Jordan), the trio joined forces with CPG veteran Frederic Naayem to bring this new venture to life. Smood Sweets is on a mission to redefine how consumers experience candy, it says. Drawing on years of health-focused food innovation, the founders have created a confectionery that bridges better-for-you snacking and emotional indulgence, marrying whole fruit and clean ingredients with the flavors and textures of classic candy, they note.
Smood Sweets has successfully secured funding from a network of seasoned angel investors and strategic funds with deep roots in the food and wellness industries. This round will support large-scale production, retail distribution, and brand growth across key U.S. markets.
The brand also announced Oliver Trevena as an investor and strategic partner. Trevena is a serial entrepreneur and actor, and the co-founder of Cali Water. He is joining the company to help amplify brand visibility and accelerate retail expansion, it says.
“Smood Sweets is doing something completely new, bringing clean ingredients to the candy aisle without sacrificing fun or flavor,” says Oliver Trevena. “I am thrilled to help bring this vision to life.”
“Our mission with Smood Sweets is to create a new generation of candy that makes you feel good,” says co-founder and CEO Oliver Sindlev. “We applied everything we learned building health-driven, timeless brands to the most joyful category, candy. The result is indulgence that meets today’s mindful consumer.”
Smood Sweets will be available at the end of November at Target stores nationwide and online at smoodsweets.com.
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