A Bite With…YumEarth CEO Steve Van Tassel

It’s no secret that non-chocolate candy is having a moment, especially amidst surging cocoa prices. In fact, 90% of consumers bought from the category in 2024, per Mintel. This has given brands like YumEarth ample opportunity to explore new flavors and formats, including its new Sour Littles and Duo Pops.

The former is an allergy- and artificial dye-free take on Sour Patch Kids featuring Strawberry, Lemon and Blue Raspberry flavors, while the latter is a lollipop with a chewy, candy-filled center.

The new confections join YumEarth’s portfolio of organic, non-GMO treats – including Giggles, Choco Yums, Lollipops, Fruit Snacks and more – designed to “meet the growing demand for inclusive, worry-free treats that prioritize both safety and taste.” Its products are sold at a wide array of retailers across the country, like Target, Whole Foods Market and Walmart, among others.

In an interview with Nosh, CEO Steve Van Tassel discussed how the brand approaches innovation, the impact he hopes the recent ban of Red Dye 3 will have on the industry and the top products currently driving growth in the non-chocolate candy space.

Why has YumEarth created candy products free of the top nine allergens? What does the allergen-free snack landscape currently look like and are there any changes you’d like to see?

YumEarth has always been committed to creating delicious and enjoyable treats that everyone can share and enjoy, especially families with children who have food allergies. Making our treats without the top nine allergens removes the worry and is why YumEarth has become a trusted brand with our consumer base. The allergen-free snack space has grown significantly over the past few years as consumers are becoming increasingly aware and with more brands recognizing the importance of safety and transparency. Accessibility remains a challenge, so we’d love to see even greater availability in mainstream retailers and clearer labeling across the industry so families can easily find treats they trust.

YumEarth recently unveiled two new products, Sour Littles and Duo Pops. How have these products been performing? How does the brand approach innovation when considering new portfolio additions?

Sour Littles and Duo Pops have been strong additions to the YumEarth lineup, appealing to both longtime fans and new consumers seeking safe, delicious treats. When it comes to innovation, YumEarth focuses on reimagining classic, nostalgic candies with an allergy-friendly twist, clean ingredients and great taste. The brand carefully evaluates broader confectionery trends and evolving consumer needs, particularly the growing demand for allergen-free options, to guide new product development. By introducing familiar candy formats made with cleaner ingredients, YumEarth makes it easy for consumers to enjoy their favorite treats without compromise.

YumEarth’s products are free of artificial dyes, but that isn’t the case for many brands in the candy aisle. What is the larger impact you hope the ban on Red Dye 3 will have on the industry?

The ban on Red Dye 3 marks an important shift toward greater consumer safety in the candy industry. At YumEarth, we’ve always been committed to using only naturally derived colors because we believe that candy should be both fun and free from unnecessary additives. This ban highlights a growing movement toward cleaner ingredients, and we hope it encourages more brands to rethink their formulations. As consumers become increasingly aware of what’s in their food, we anticipate a broader industry shift toward better, safer ingredients that align with evolving expectations.

The brand’s portfolio includes Choco Yums – has it been impacted at all by surging cocoa prices? If yes, how so?

Like many chocolate brands, YumEarth has felt the impact of rising cocoa prices. YumEarth remains committed to providing the best quality and most delicious products by working closely with its suppliers to navigate these challenges and ensure that Choco Yums continue to meet the brand’s high standards and satisfy consumer needs.

The brand’s prices are higher than the non-organic, artificially dyed players in the space. Do you find most consumers are willing to pay the higher price for a better-for-you product? Who is the target audience?

YumEarth’s target consumer is typically someone seeking allergy-friendly products for their family, whether due to a specific allergy or because their child is in a nut-free or peanut-free classroom. Finding delicious, allergy-free options can be challenging with limited choices available. While better-for-you brands may come at a higher price compared to conventional candy, YumEarth’s consumers recognize the value of clean ingredients, no artificial dyes, and allergen-free products. This target audience is willing to invest in treats that offer both safety and great taste.

What’s your view of the non-chocolate candy category right now? Where do you see the space headed, especially with cocoa prices on the rise?

According to the [National Confectioners Association], chocolate remains the largest segment at $21.4 billion, but non-chocolate candy has been growing at a faster pace, increasing by 4.9% in 2024. YumEarth is seeing strong growth driven by its innovations in sour and chewy candy. With consumers increasingly seeking allergy-friendly options with ingredient transparency, this momentum is expected to continue. As cocoa prices rise, non-chocolate candy may become an even more appealing choice for both retailers and consumers looking for delicious, affordable treats.