Sweet Stash, a new gummy brand founded by actor Martin Starr and multi-platinum musicians the Potash twins, recently announced it has expanded, and can be found at more than 300 retail locations. 

Its Sweet Stash “Jams,” a gummy line built around bold flavors and thoughtfully sourced ingredients, are free from gluten, synthetic dyes, and corn syrup, and includes flavors like Blue Jazzberry, Prickly Pear, White Peach, and Orange Marmalade. Each gummy is shaped like a musical note, a playful nod to the founders’ roots in music. 

We touched base with horn players and co-founders Ezra and Adeev Potash to learn more.

Liz Parker Kuhn: How did you transition from the entertainment industry to creating gummies?

Ezra and Adeev Potash: Candy has honestly always been part of our lives. Long before music or television, we were just kids obsessed with candy—trying everything, debating favorites, and chasing that perfect experience.

As we got older, we started paying closer attention to ingredients and realized that a lot of the candy we loved growing up didn’t hold up. The flavors often felt flat or artificial, and the ingredient lists were full of things we didn’t feel great about.

We didn’t see that as a reason to stop eating candy - we saw it as an opportunity to make it better. Sweet Stash came out of that mindset: take something nostalgic and fun, but approach it with the same level of care, craft, and creativity we bring to music.

LPK: What did you see missing in the gummy category?

E&AP: What we felt was missing most was flavor complexity.

A lot of gummies are built around one-note sweetness or a very expected version of a fruit flavor. We wanted to create something with more dimension—flavors that evolve as you eat them and feel more layered, expressive, and memorable.

Texture was also incredibly important to us, because if the bite isn’t right, the product doesn’t work. But for us, flavor was the real starting point. We wanted gummies that feel exciting from the first taste to the finish, while also being made without the usual shortcuts like corn syrup and synthetic dyes.

LPK: Can you please talk about the gummies’ ingredients? I know they’re free from gluten, synthetic dyes, and corn syrup.

E&AP: We were very intentional about building a formula that removes the unnecessary while still delivering a premium, nostalgic gummy experience.

Sweet Stash gummies are made without gluten, synthetic dyes, or corn syrup. We also use organic ingredients, and they are Non-GMO. We use naturally derived colors, and we spent a great deal of time making sure the ingredient choices supported what mattered most to us: bold flavor, layered taste, and a satisfying chew, without compromising on the ingredient standards we care about.

The goal was never to make a “health product.” It was to make a genuinely great gummy—one with more character, more complexity, and a cleaner ingredient standard than what we were seeing in the category.

LPK: The names/flavors you chose, like Blue Jazzberry and Prickly Pear, are fun—how did you come up with them?

E&AP: Flavor was one of the most important parts of the entire process for us.

Early on, we started thinking about the flavors almost like “jams”—not just in the fruit sense, but in the musical sense. A jam has movement, improvisation, and layers, and that became a framework for how we approached flavor development.

We didn’t want to make candies that felt generic or overly familiar. We wanted each flavor to have its own identity and its own progression - something that starts one way, opens up in the middle, and leaves you with a distinct finish. That sense of movement and complexity is a huge part of what makes Sweet Stash different.

The names grew out of that. They’re playful, but they also reflect the personality of each flavor. A name like Blue Jazzberry suggests something a little more expressive and unexpected than a standard blue raspberry.

LPK: Why did you decide to shape them like a musical note?

E&AP: Music is at the core of everything we do, so it felt natural to carry that into the product. Music is the great equalizer—it’s the universal language, and we loved the idea of building that into the candy in a way that felt playful and true to us.

The note shape makes the gummies instantly recognizable, but it also reinforces that the brand has a real point of view. We wanted every part of the product—from the flavor names to the shape itself—to feel connected to who we are and how we think creatively.

LPK: You say nostalgia is returning to candy—can you elaborate on that?

E&AP: People still want that emotional connection candy has always had—the joy, the fun, the sense of discovery, the memories attached to certain flavors.

But consumers today also want more from the products they buy. They care more about ingredients, more about quality, and more about the overall experience.

We think nostalgia is coming back in a more refined form. People still want candy to feel fun and familiar, but they also want it to feel more thoughtful. For us, that means taking the feeling people remember and pairing it with more elevated flavor, cleaner ingredients, and stronger design.

LPK: Any plans for expansion for the rest of 2026—new flavors, packaging, products, etc.?

E&AP: Absolutely. We’re currently developing two new products, and they’re as creative and innovative as you’d expect from Sweet Stash.

A big part of how we think about expansion is that we pull from our candy experiences all over the world, then take that knowledge and make it personal. Sweet Stash has a real point of view, and we plan to express it.

As we grow, that means new products, new formats, and new ideas that still feel unmistakably like us—playful, distinctive, and rooted in flavor complexity.

LPK: What do you hope to accomplish at your first Sweets & Snacks Expo this year?

E&AP: We want people to understand what makes Sweet Stash different the moment they try it.

Of course, we’re excited to meet buyers, distributors, and people across the industry, but more than anything, we want to introduce the product in a way that makes the brand clear: this is a gummy built around flavor complexity, strong identity, and real attention to detail.

It’s also an opportunity for us to listen, build relationships, and establish ourselves as a serious long-term brand in the space.

LPK: What’s your favorite Sweet Stash flavor?

E&AP: It depends on the day, but Blue Jazzberry is always high on the list. It really captures what we wanted the brand to be—playful, distinctive, and more layered than people expect from a gummy.

Related: Sweet Stash gummies announces expansion