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Häppy Candy debuts at Whole Foods as part of accelerator

The confection is made without alternative sweeteners and artificial dyes.

Häppy Candy debuts as part of Whole Foods accelerator — Courtesy of Häppy Candy

Häppy Candy, the better-for-you gummy candy brand, is launching at Whole Foods Market as part of the retailer’s Local and Emerging Accelerator Program (LEAP) program. Häppy Candy products will roll out across select stores in California, Arizona, Nevada, New York, New Jersey, and Connecticut.

Founded by Maxi Heidenblut, Häppy Candy was created to offer consumers a quality gummy candy made with significantly less sugar, no alternative sweeteners, or artificial dyes and free from the top 9 allergens, the company says.

The launch marks another milestone for the women-owned brand, which has quickly expanded its retail footprint and built a loyal following through its modern branding, destination-themed flavors, and better-for-you approach to candy, the brand adds.

“We are incredibly proud and excited to launch Häppy Candy at Whole Foods Market," says Heidenblut. "Whole Foods Market has always been a retailer we deeply admire for their high food quality and ingredient standards, and their commitment to supporting innovative, mission-driven brands. Being selected as a LEAP brand, chosen as one of just 10 from over 1,600 applicants, and launching across select stores in the Northeast and South Pacific is an incredible milestone for us. We can't wait to introduce even more consumers to Häppy Candy.”

According to the retailer, Whole Foods Market’s Local and Emerging Accelerator Program (LEAP) is a 12-week mentorship initiative designed for food, beverage, and wellness brands not yet sold in its stores. Selected founders receive expert coaching, retail strategy education, and consideration for a $25,000 equity investment and local shelf placement. The 2025 Early Growth cohort included salmon jerky brand Fable Fish Co., Reprise Heath (plant-based gummies), Send Bars, Singing Pastures' meat snacks, Salvadoran frozen foods brand Xinca, and more.

"We're so happy to bring Häppy Candy to our stores," said Mindy Hauge, emerging brands forager, Whole Foods Market. "These gummies are made with real sugar, just less of it, so you get all the flavor without alternative sweeteners. It's a better-for-you option with all the nostalgia of the candy we loved as kids. With fun flavors like Italian Summer and playful packaging, it's the perfect treat for summer snacking."

The brand’s gummy candy reportedly contains significantly less sugar than traditional candy, without using stevia, monk fruit, allulose, sugar alcohols, or other ingredients commonly found in many better-for-you alternatives.

Häppy Candy launched at select Whole Foods Market stores across the Northeast and South Pacific on June 1.