Smood Sweets Expands Nationwide at Target, Redefining the Candy Aisle with Whole Fruit Innovation

The fast-rising “candy dates” brand scales from 300 to 1,900 Target stores following strong early sales and industry buzz

MIAMI, FL — April 14, 2026 — Smood Sweets, the emerging confectionery brand reimagining candy through whole fruit, today announced a major national retail expansion with Target, growing from an initial 300 stores to 1,900 locations nationwide this Easter season, cementing its position as one of the fast-rising new entrants reshaping the modern candy aisle.

Founded with a mission to “up’date” the candy aisle, Smood Sweets has pioneered a new format called “candy dates,” a product that combines a chewy whole date center with a crunchy, flavorful coating inspired by nostalgic candy favorites. By pairing whole fruit with clean, plant-based ingredients and eliminating artificial flavors and colors, the brand delivers a reimagined candy experience that bridges indulgence and wellness.

The result is a cleaner, plant-based alternative that delivers the indulgence consumers crave without compromising on ingredients, bringing together the emotional pull of classic candy with the expectations of today’s mindful consumer. The lineup now includes a growing range of flavors, including the recently introduced Strawberry, further expanding on its nostalgic, candy-first flavor profiles.

“Candy is one of the most loved categories in the world, but it hasn’t meaningfully evolved in decades,” said Oliver Sindlev, Co-Founder and CEO of Smood Sweets. “We saw an opportunity to create something entirely new: a product that delivers the same joy and familiarity of traditional candy, but built on real, whole fruit.”

Strong Early Traction and Retail Momentum

Since launching in late 2025, Smood Sweets has demonstrated exceptional early performance, fueled by strong consumer resonance and rapid retail adoption. The company’s first quarter in market showed strong sales velocity, with early indicators tracking in line with, and in some cases outperforming, legacy better-for-you candy brands at comparable stages.

This momentum has translated into rapid retail expansion. The nationwide Target rollout marks a significant milestone, positioning Smood Sweets as one of the fastest-scaling new entrants in the confectionery space and underscoring growing retailer confidence in a new, ingredient-led candy category.

Industry Validation at Expo West

Smood Sweets recently showcased its products at Expo West 2026, one of the largest natural products trade shows in the world, where the brand generated significant attention across the industry and quickly emerged as one of the most talked-about new candy brands at the show. Industry leaders described the line as the “next generation of Skittles” and “one of the most innovative products at this year’s Expo West.”

Over 4,000 samples were distributed during the event, driving consistent traffic and strong engagement from buyers, distributors, and key decision-makers across the space.

Feedback from buyers, distributors, and industry leaders was overwhelmingly positive, with many pointing to Smood Sweets as a standout, category-disrupting brand redefining modern candy.

The brand attracted strong inbound interest from major retailers, foodservice partners, and distribution networks, signaling meaningful momentum post-show.

“The response at Expo West exceeded all expectations,” added Frederic Naayem, Co-Founder and COO. “It became very clear that both consumers and buyers are ready for something new in candy, and that Smood Sweets is leading that shift.”

Riding the Wave of a Booming Ingredient

Dates are rapidly emerging as one of the most exciting ingredients in modern snacking, gaining traction for their natural sweetness, nutritional profile, and versatility. Naturally sweet and rich in fiber, dates deliver the chewy, gummy-like texture consumers already associate with traditional candy, making them an ideal foundation for next-generation confections.

What was once a niche ingredient is now becoming a foundation for a new generation of better-for-you products.

Smood Sweets is at the forefront of this movement, helping define a new subcategory within confectionery—one that merges whole fruit with indulgent formats and reimagines what candy can look like today.

Notably, Smood Sweets remains the only brand currently offering a chewy whole fruit center paired with a crunchy candy shell, creating a unique multi-sensory experience that bridges traditional candy and better-for-you snacking.

Looking Ahead

With expanding distribution, increasing consumer demand, and growing industry validation, Smood Sweets is poised to continue its rapid ascent in 2026 and beyond. As the brand rolls out nationwide at Target this spring, it invites consumers to experience a new kind of candy—one rooted in real ingredients, bold flavors, and a fresh take on indulgence.

About Smood Sweets

Smood Sweets is a next-generation candy brand on a mission to up’date the candy aisle. By using whole fruit—specifically premium dates—as the foundation, Smood Sweets creates indulgent, plant-based treats with nostalgic flavors and a modern nutritional profile. Each product combines the natural sweetness of whole dates with a crunchy candy shell, delivering a playful, better-for-you alternative with no artificial flavors or colors.

Founded in 2025 and based in Miami, the company is rapidly expanding across retail channels in the United States.