Better Sour Hits the Bullseye

Within its first year on the market, globally-inspired gummy candy brand Better Sour has expanded to more than 1,500 doors nationwide, including a launch this week into nearly 500 Target stores and Target.com.

Co-founders Bella Hughes and Semira Nikou created the company to expand cultural representation in the candy aisle. The lifelong friends and daughters of Iranian immigrants grew up in Hawaii, and the product line taps into their heritage and upbringing.

The move into a mainstream retailer marks an important step in increasing visibility for Middle Eastern and North African (MENA) led businesses, Hughes said, noting Middle Eastern and Arab founders received 0.7% of total funding last year, per Carta.

Better Sour’s offerings include a Middle East stone fruit blend of pomegranate, apricot and plum, and an Asia-Pacific-themed mix featuring guava, calamansi and ume. A third medley is set to join the lineup this year, Hughes said.

The products are plant-based, contain 3 grams of sugar per serving and are free from sugar alcohols, artificial colors or flavoring. At Target, a 1.8 oz. bag retails on average for $3.29, Hughes said.

Last month, the brand hit shelves at Sprouts Farmers Market, The Fresh Market, World Market and Foodland stores. These recent gains build on its existing retail footprint, which includes Erewhon, Central Market and a network of independent specialty stores.

Prior to Better Sour, Hughes co-founded Shaka Tea, a bottled beverage brand that was acquired by King’s Hawaiian in 2022. Nikou formerly was a senior associate at a Washington law firm. The pair debuted the brand at Natural Products Expo West last year on the heels of closing an oversubscribed $1 million pre-seed funding round.

Better Sour was among the first businesses to earn a new minority certification introduced last year by the American-Arab Anti-Discrimination Committee. Hughes pointed to several MENA-led food brands “making waves” in the marketplace.

Last month, Afghani sauce maker Maazah lined up distribution in 270 Target stores in the Midwest and Southwest regions, and Syrian frozen food company Afia added its falafels to Big Y locations in the New England area. Mediterranean foods brand Zesty Z this week announced the launch of pita chips in select retailers throughout the Northeast, including Shoprite, Gourmet Garage, Roche Bros. and others.

“We’re passionate about rightsizing MENA representation, and how better to do that but through joyful and playful treats,” said Nikou in a statement. “Launching in Target just a year into our business is not only a huge milestone but also validating that customers are ready for better, more dynamic candy.”