Better Sour

The candy aisle is getting a much-needed jolt of tart, globally inspired flavor. Bella Hughes, Co-founder and Chief Revenue Officer of Better Sour, is the entrepreneurial force behind the award-winning gummies that are shaking up the snack world. Born and raised in Hawai'i, Bella and her lifelong best friend founded Better Sour to celebrate the diverse, tart flavors they grew up with and encountered through their global travels. Bella brings a unique perspective to consumer innovation, blending nearly two decades of experience as a cultural strategist and art curator with a proven track record of building successful brands. Now found in over 4,000 stores nationwide, Better Sour is proving that there is a massive appetite for snacks that prioritize cultural representation and high-quality, USA-manufactured ingredients. Inside the Episode: How two best friends turned a shared obsession into a rapidly scaling brand by identifying a lack of innovation in the sour space, specifically creating sophisticated, globally inspired gummies for grown-up palates. A deep dive into the journey of a serial founder and advisor, sharing the lessons learned from building multiple successful ventures in the food and beverage space. A look at how the brand prioritized visibility across a wide range of retailers early on to build mass brand awareness and prove the broad appeal of their globally inspired flavors. Shop here! This podcast episode was made possible by Glimpse — the AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Book a call with the Team to get started!