Smood Sweets

Co-founders Oliver Sindlev and Frederic Naayem are longtime food and beverage entrepreneurs who noticed a persistent problem in the confection aisle. For too long, "healthier" candy felt like a compromise in flavor, while legacy brands remained stuck in a cycle of artificial ingredients and refined sugars. To bridge this gap, they launched Smood Sweets, a modern brand that uses real fruit as the hero ingredient to deliver the nostalgic taste and texture of classic candy. Best known for its candy-coated dates, Smood Sweets has already made a massive splash with a nationwide launch at Target. Oliver and Frederic are challenging legacy players by sitting at the intersection of better-for-you and fun-for-you, proving that nature can be brought back into the candy bowl without losing the joy of indulgence. Inside the Episode: Why Oliver and Frederic chose the date as the foundation for their candy and how they achieved a texture that rivals traditional sweets. The founders share their journey of developing a product that satisfies both health-conscious requirements and the craving for true indulgence. How their previous experience in functional foods allowed them to identify and solve overlooked gaps in the candy market. 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. Try it free for 30 days at tryglimpse.com/trial.