Taste Tomorrow Ventures invests in Harken Sweets
The candy bar is sweetened with whole-food dates instead of refined sugar.
courtesy of Harken Sweets
Taste Tomorrow Ventures (TTV), a year-old venture capital firm focused on early-stage investments in the beverage and snack industries, has announced its investment in Harken Sweets, joining investors Selva and Grtsht in their seed round. This marks TTV’s eighth investment and second in the rapidly growing better-for-you indulgent snacks category.
Launched three years ago by Katie Lefkowitz, Harken Sweets is reimagining chocolate with products that are better for you without asking consumers to compromise on taste, it says. Sweetened with whole-food dates instead of refined sugar or synthetic alternatives, Harken aims to deliver significantly less sugar and up to 14 g of fiber per serving in a clean-label format that is resonating with mainstream consumers, the brand adds. Today, the brand is available at leading retailers including Sprouts Farmers Market, Whole Foods Market, Kroger, Costco, Walmart, Albertsons, Wegmans, and many more, as well as directly at HarkenSweets.com.
“We started Harken because I personally believed consumers deserved candy that felt as good as it tasted. From day one, our goal has been to create products rooted in real ingredients and genuine indulgence, not compromise. The team at TTV immediately understood both the scale of that opportunity and the emotional connection consumers have with this category. We feel incredibly lucky to have partners who deeply understand the space and share our long-term vision for building the next great modern candy brand," shares Katie Lefkowitz, founder/CEO, Harken Foods
“Harken is a better-for-you indulgence candy bar that genuinely meets the consumer where they are today—health-conscious, ingredient-aware, and unwilling to give up on taste. We’re excited to support Harken’s next chapter of growth," says Danny Stepper, co-Founder/GP, Taste Tomorrow Ventures.
Related - Podcast: Candy Dates with Smood Sweets
Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!
