Better Sour Inks Deal with Disney, Launching ‘Moana 2’-Inspired Passion Fruit Gummies

Better Sour announced today it has partnered with Walt Disney Animation Studios to launch a new Passion Fruit flavor of its sour gummies featuring “Moana 2”-inspired packaging, marking the brand’s first single-flavor SKU.

According to co-founder Isabella Hughes, the collaboration was born out of a conversation the brand had with representatives from Disney at a trade show. Better Sour had been seeking to release a passion fruit flavor for “a very long time,” and, as it was already in development, it “made a lot of sense” to launch that particular flavor for the “Moana 2” collaboration, given the movie’s theme and setting, she said.

The new variety, packaged in bags featuring characters like Moana and her beloved pet chicken, Hei Hei, will begin rolling out to retailers like Sprouts, Publix, WHSmith banners, 7-Eleven Hawaii, Foodland, KTA and Longs Drugs ahead of the film’s launch on Nov. 27.

“As a WBENC certified women-owned business, and with Bella and I being from Hawaii, we’re thrilled about this collaboration with Disney because Moana is such a great fit for us. She is an inspiring role model for girls and women everywhere,” said co-founder Semira Nikou. “We love that she is a strong female lead, and her island roots, strength, and tenacity resonate with us.”

Additionally, the brand has landed a distribution deal with Hawaiian Airlines to bring its Passion Fruit flavor 30,000 feet in the air. The airline will carry the product on all of its domestic flights and two of its international flights (Australia and New Zealand) later this quarter.

Launched in 2023, Better Sour produces a lineup of low-sugar gummies that pay homage to the duo’s upbringing in Hawaii as daughters of Iranian immigrants.

Alongside the new Passion Fruit flavor, the brand’s lineup includes a Pomegranate Apricot mix and a Guava Calamansi Lime mix. Each 1.8 oz. bag contains just 4 grams of sugar and has a SRP of $3.49-$4.49.

Since entering brick-and-mortar retail, Better Sour has quickly expanded to more than 1,800 retail locations nationwide, including placements in Fresh Thyme, DashMart, Ralphs and Target. With the added distribution for the soon-to-launch “Moana 2”-inspired gummies, the brand will close out 2024 in more than 3,000 doors.

According to SPINS data, the globally-inspired brand was a top growth contributor to non-chocolate gummy candy in the natural channel in the 52-week period ending March 24, driving 26.9% of growth. Other brands seeking to capture a piece of the better-for-you gummy candy sector include Issei, Rotten and Final Boss Sour, among others.

The acceleration of Better Sour’s retail partnerships and its collaboration with Disney marks an important step in increasing visibility for the Middle Eastern and North African (MENA)-led and women-owned business and also reflects soaring consumer demand for better-for-you candy.

“This further underscores the theme of this third wave of candy and of flavor profiles that the movement of America’s palate. It’s really encouraging to see a major institution like Disney support it as well. It’s no small feat, and we’re really grateful,” said Nikou.

The new product launch coincides with Better Sour’s recent brand refresh, designed by r.vH, that features a winking, more playful sun logo, star-shaped gummies and a stronger emphasis on Better Sour’s unique flavors for around the world. According to Nikou, the brand is committed to its vibrant brand colors and bold flavors, and the new packaging is meant to further communicate Better Sour’s “core values of joy and adventure.”

Earlier this year, the brand appointed CPG veteran Steve Wangler – who previously served as VP of sales at The Good Crisp Company – as its SVP of sales. His inaugural initiative in this new role was executing a four-tier system of brand, broker, distributor and retailer to enhance the brand’s go-to-market strategy.

According to Hughes, who previously co-founded Shaka Tea, Wangler has done just that, helping the brand establish a “really great broker network.”

Looking ahead to 2025, Better Sour says it plans to focus on continuing to manage its exponential growth, making sure it is executing on both existing and future demand to create a brand that is sustainable, investable and valuable to the marketplace.

“From that repeat founder perspective, we are proving that this product is working and we are resonating concurrently in the natural channel. That’s been the beacon and the node of truth for Semira and me,” said Hughes.