Taste Tomorrow Ventures Invests in Candy Disruptor Better Sour
LOS ANGELES–(BUSINESS WIRE)–Taste Tomorrow Ventures is proud to announce its investment in Better Sour, a globally inspired sour gummy candy brand made with premium ingredients, founded by trailblazing entrepreneurs Bella Hughes and Semira Nikou.
Bella and Semira launched Better Sour in 2023 with a bold vision: to transform the candy aisle by making sour gummy candy celebrating tart fruit flavors from around the world using clean, plant-based ingredients and dyes made from fruits and veggies. Their innovative approach has quickly captured the attention of foodie-forward consumers seeking more bold, varied flavors when indulging in candy.
“Bella and Semira represent the future of food innovation—creative, values-driven, and unafraid to challenge convention,” said Danny Stepper, Co-Founder of Taste Tomorrow Ventures. “This investment fuels Better Sour’s next phase of growth and deepens our commitment to backing diverse founders who are reshaping the future of snacks.”
“Better Sour’s rise is a testament to the power of innovation in a multibillion-dollar category, where gummy candy is seeing double-digit growth and sour flavors are exploding, driving the majority of growth in the segment,” said Scott Guthrie, Managing Director at Taste Tomorrow Ventures. “Bella and Semira are redefining what it means to lead in this space—and doing it with a commitment to bold, global influenced flavors.”
“We’re incredibly excited to partner with Taste Tomorrow Ventures and their sister division, L.A. Libations whose team understands not only the power of brand and innovation, but the importance of diverse leadership and building with purpose,” said Bella Hughes. “This partnership will help us scale our mission and reach more consumers craving bold taste and culinary better-for-you candy.”
About Better Sour
Better Sour is the brainchild of two lifelong best friends from Hawai’i who bond over travel, food, and a shared obsession with all things sour. Their award-winning tart gummies are shaking up candy aisles nationwide—now found in over 3,300 stores and on Amazon. The company is proudly WBENC-certified and USA-manufactured. Learn more at www.bettersour.com / @eatbettersour
About Taste Tomorrow Ventures
Taste Tomorrow Ventures invests capital and resources in the next generation of snacks, food and beverage brands driven by innovation, integrity, and “better for you” ingredients that meet the consumer where they are now in making healthy choices.
About L.A. Libations
L.A. Libations is a leading beverage/food venture studio and innovation partner known for its track record of building and scaling breakthrough brands. The company combines deep industry expertise with a unique “venture with” model that supports founders from concept to commercialization. With a focus on emerging trends and strategic retail execution, L.A. Libations continues to help shape the future of the CPG industry.
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