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Unreal Snacks

Confectionery brand offering low-sugar vegan candies

Overview

Unreal Snacks makes candy and snacks with less sugar and no artificial ingredients by reformulating popular treats using simple, non-GMO, fair-trade ingredients. They avoid corn syrup, hydrogenated oils, artificial flavors or colors, and preservatives, choosing options like organic cane sugar, organic cassava syrup, and plant-based dyes. They offer versions of familiar candies and expanded into general snacks in 2024, with many products certified vegan and gluten-free. Their goal is to deliver tasty, better-for-you versions of classic sweets and grow through major retailers and natural grocers.

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About Unreal Snacks

Simplify's Rating
Why Unreal Snacks is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Food & AgricultureConsumer Goods

Company Size

N/A

Company Stage

Series C

Total Funding

$14M

Headquarters

Boston, MA

Founded

2010

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Simplify's take

What believers are saying

  • Target listed Unreal Peanut Butter Drops as new on November 9, 2026.
  • Unreal launched Peanut Butter Drops at Whole Foods nationwide on June 2, 2026.
  • May 2026’s Target S’mores Kit expanded Unreal through Partake and Dandies.

What critics are saying

  • Unreal still relies on a 2013 funding base, with no fresh disclosed capital.
  • Target and Whole Foods own shelf space, squeezing margins and retailer leverage.
  • If novelty fades, Unreal becomes a niche brand trapped between giants and private-label copycats.

What makes Unreal Snacks unique

  • Unreal owns premium better-for-you chocolate, now sold at Target, Whole Foods, Costco, and Sprouts.
  • Its 2026 Peanut Butter Drops keep 33% less sugar and real peanut butter.
  • Rachel Comey’s 2026 Coco Bag shows cultural reach beyond candy aisles.

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Funding

Total Funding

$14M

Below

Industry Average

Funded Over

1 Rounds

Series C funding is usually for startups that are doing well and are looking for more money to fuel major growth, such as acquiring other companies, expanding into global markets, or launching new product lines. Investors typically include larger venture capital firms and private equity.
Series C Funding Comparison
Below Average

Industry standards

$50M
$14M
$40M
$50M
$62M
$100M

Benefits

  • Unlimited Paid Time Off
  • Paid Holidays
  • Health Insurance
  • Dental Insurance
  • Vision Insurance
  • Health Savings Account/Flexible Spending Account
  • Flexible Spending Accounts
  • 401(k) Company Match
  • 401(k) Retirement Plan
  • Parental Leave
  • Family Planning Benefits
  • Life Insurance

Company News

PR Newswire
Sep 9th, 2026
Rachel Comey X Unreal Snacks bring good taste to nyfw with The Coco Bag.

Rachel Comey X Unreal Snacks bring good taste to nyfw with The Coco Bag. Sep 09, 2026, 09:00 ET The two iconic brands with a shared instinct for making the everyday more unexpected team up on a limited-edition "inside-out" chocolate wrapper clutch NEW YORK, Sept. 9, 2026 /PRNewswire/ - Today, Rachel Comey and Unreal Snacks unveil the Coco Bag, a limited-edition collaborative bag inspired by the inside of an Unreal chocolate wrapper and designed through the creative lens of Rachel Comey. Debuting across several runway looks at the designer's Spring/Summer '27 show, which marks Comey's 25th anniversary, the collaboration brings together two brands with a shared instinct for making the everyday more unexpected - proving that undeniably great taste speaks for itself. At the heart of the partnership is a shared belief that the everyday doesn't have to be ordinary. Rachel Comey has spent 25 years approaching fashion through the realities of how women actually live - while pushing those practical considerations somewhere more compelling. Through work that is functional, but never merely utilitarian; she makes room for surprise and delight in the everyday ritual of getting dressed. Unreal takes a similar approach to chocolate. By creating snacks that feature simple ingredients, way less sugar, *and* mind-blowing flavor - it satisfies without treating better choices as a compromise. Function becomes fashion. Better-for-you becomes craveable. The Coco Bag echoes this ethos by turning the familiar chocolate wrapper inside-out to create a fashion accessory that's as unexpected on the outside as it is functional on the inside. The piece's silver Tyvek exterior mimics the structure of an Unreal chocolate wrapper, while its graphic striped cotton interior brings together vibrant colors pulled from Unreal's brand world and Comey's Spring/Summer '27 collection. Featuring custom interior pockets designed to tuck Unreal chocolate snacks alongside the essentials, the Coco Bag turns a familiar ritual into something unexpected, collectible, and genuinely useful - equally at home in the front row as it is between meetings or snuck into your favorite theater for a well-deserved snack. It strikes a balance both brands are drawn to: grounded in everyday life, while leaving room for personality and play. "Unreal has been challenging expectations around taste since day one. We've pushed the boundaries of what's possible in flavor and ingredient innovation to create a world where all food is 100% real," says Alison Whritenour, Chief Commercial Officer at Unreal. "Now, we're making that good taste even more visible, doing what we do best: rethinking the expected. With the Coco Bag designed in collaboration with the legendary team at Rachel Comey, we're taking the inside of our chocolate wrapper and putting it on the outside of a fashion accessory, giving good taste a whole new form - one you can see, carry, and, of course, keep your Unreal snacks in." "I've always been interested in designing for the way women actually move through the world. But utility doesn't have to come at the expense of intrigue. In fact, I think the most interesting objects are the ones that can hold both: a sense of purpose and a sense of play," says Rachel Comey. "I've genuinely loved and eaten Unreal's Dark Chocolate Coconut Bars and Peanut Butter Cups while working on collections for years, so this collaboration started from a very real place for me. I wanted to take something I already knew and loved and see it differently. The packaging became a kind of found material, and the Coco Bag grew out of that idea: turning something familiar inside out, and finding another life for it." For both brands, the collaboration is also a reflection of the power of building with conviction. Over 25 years, Rachel Comey has developed a distinct point of view by staying close to her own instincts. Unreal has similarly stayed true to their founding stance: that people would want chocolate made differently, long before "better-for-you" became a category of its own. Rather than adapting to conventional taste, both brands helped shape it. At its core, the collaboration celebrates the truest version of taste - knowing what works for you, staying true to your instincts, and having a little fun along the way. The collaboration will extend throughout the Rachel Comey Spring/Summer '27 show, where curated food installations will appear both front of house and backstage. Styled by food designer Alice Malaret, the displays will reinterpret the materials of the Coco Bags as a visual language across the surfaces and backdrop, creating an edible landscape that brings together the worlds of food and fashion. The piece will then make its runway debut across multiple looks in the collection, reimagining the potential of an everyday ritual. Immediately following, the Coco Bag will be available with limited availability for pre-order at https://rachelcomey.com/products/coco-bag on 9.9 for $425 USD, with bags landing alongside the broader S/S '27 collection beginning February 1. About Unreal The Unreal story began when two candy-loving kids dared to wonder...why did something that tasted so good have to be so bad for them? Just like that, Unreal was born: chocolate snacks with mind-blowing taste, simple ingredients, and way less sugar. With a vision of a world where all food is 100% real, Unreal reimagines your nostalgic favorites using only Fair Trade Certified(TM), gluten-free, and non-GMO ingredients with zero artificial preservatives, flavors, or colors. Today, Unreal is the largest and fastest-growing better-for-you chocolate brand in the U.S. Find Unreal wherever cravings kick in, including in-stores and online at Target, Whole Foods Market, Costco, Sprouts, Kroger, Publix, Amazon, Thrive Market, regional retailers nationwide, and unrealsnacks.com. About Rachel Comey Rachel Comey is a New York-based American fashion designer celebrated for her thoughtful, artful approach to contemporary dressing. Since launching her namesake label in 2001, Comey has earned a devoted following for creating clothing and accessories that balance creativity, functionality, and enduring style. Her approach to design combines custom-developed textiles, refined silhouettes, and a commitment to individuality and personal expression. Over the past 25 years, Comey has become a defining voice in independent American fashion, building her business on creative integrity, craftsmanship, and a deep connection to the artistic community. Her collections resonate with artists, designers, writers, and cultural tastemakers who value authenticity, originality, and the ability to bring a sense of unexpected glamour into everyday life. Her four retail spaces in New York, Los Angeles and San Francisco, extend this philosophy beyond fashion, serving as gathering places for creative exchange, with a new West Village location opening as part of the brand's 25th anniversary year. Through both her work and her approach to business, Rachel Comey has demonstrated that innovation and longevity are built by remaining true to a distinct creative vision. Her dedication to thoughtful design and meaningful connection continues to shape the future of independent fashion while inspiring new opportunities for collaboration across disciplines. SOURCE Unreal Snacks

Nosh
May 1st, 2026
New products: Partake, Unreal and Dandies launch S'Mores Kit; Kite Hill does Protein Cream Cheese.

New products: Partake, Unreal and Dandies launch S'Mores Kit; Kite Hill does Protein Cream Cheese. Nosh Staff May. 1, 2026 at 11:58 AM 00:00 / 04:36 In this week's new products roundup, Partake, Unreal and Dandies team up to launch a Peanut Butter Cup S'Mores Kit, Man Cereal bulks up its flavor lineup, and Kite Hill taps into the protein craze with a new cream cheese alternative. Manitoba Harvest Manitoba Harvest, a subsidiary of Tilray Brands, has unveiled its newest innovation: Superfood Smoothie Boosters. Offered in two varieties - Glowing Greens (hemp, spinach, kale and 10 additional fruit and vegetable powders) and Radiant Reds (elderberry, acerola cherry and beet powder) - the smoothie boosters are available exclusively at Sprouts Farmers Market. Learn more by visiting manitobaharvest.com. Better-for-you mac and cheese maker Goodles has introduced two new flavors: Wild Wild Pesto and Twist My Parm Cups. The former is "bursting with basil-y, garlicky goodness" and delivers 14 grams of protein and 7 grams of fiber with prebiotics per serving. The latter features Asiago and Parmesan cheeses and contains 11 grams of protein and 6 grams of fiber including prebiotics. Both products are now available on Goodles.com. Lily's Toaster Grills Lily's Toaster Grills has expanded its frozen portfolio with the addition of Quesadillas in Chicken & Four Cheese and Four Cheese varieties. The former features all-natural chicken and a blend of Monterey Jack, Asadero, Mild Cheddar and Quesadilla cheese, with 12 grams of protein per serving. The latter is crafted with the same four cheeses and delivers 9 grams of protein per serving. Lily's Toaster Grills Quesadillas are currently rolling out to retailers nationwide with a suggested retail price of $4.49 per 2-pack. More information is available at lilystoastergrills.com. Primis Imports Specialty food brand Primis Imports has launched two new infused olive oils: Genovese Basil Olive Oil and Spicy Green Chili Oil, both crafted with premium EVOO. The two new offerings are available on the brand's direct-to-consumer website, primisimports.com, for $22 per 8.5 oz. bottle. White Lily White Lily is entering the freezer aisle with the debut of its Frozen Biscuits - ready-to-bake biscuits designed to deliver homemade taste and texture in under 30 minutes. Available in two varieties - Southern Buttermilk and Classic Butter - the new offering is made with 100% soft winter wheat flour to create an airy texture and tender crumb, per the brand. White Lily Frozen Biscuits will roll out to select Southeastern retailers this spring in 27 oz. packages containing 12 biscuits. For more information, visit whitelily.com. Man Cereal Man Cereal is bulking up its lineup of creatine cereal by introducing a new Cinnamon flavor. Each serving contains 2.5 grams of creatine, 16 grams of protein, 4 grams of carbs and 0 grams of added sugar. Learn more by visiting eatmancereal.com. Samyung Foods has introduced Buldak Mac & Cheese, a Walmart exclusive. Available in two varieties - Sweet Corn and Carbonara - the product seeks to deliver "a unique fusion of creamy indulgence and signature heat." Both flavors will be available exclusively at Walmart from May through late fall. More information is available at samyangamerica.com. Dairy-free food producer Kite Hill has launched a Protein Cream Cheese Alternative that delivers 4 grams of protein per serving, with 0 grams of sugar and 0 grams of fat. The brand claims that, gram for gram, the new offering delivers more protein than conventional dairy cottage cheese. Kite Hill Protein Cream Cheese Alternative is now available at Whole Foods Market stores nationwide. For more information, visit kite-hill.com. Partake x Unreal x Dandies Just in time for summer campfire season, Partake, Unreal Snacks and Dandies have teamed up to launch a Peanut Butter Cup S'Mores Kit (SRP $14.99) at Target stores nationwide. The kit includes eight Unreal Dark Chocolate Peanut Butter Cups, 18 Partake Classic Grahams and eight Dandies Classic Vegan Marshmallows. Learn more by visiting unrealsnacks.com. Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join our community and stay ahead with exclusive insights from BevNET and Nosh.

Big Box Vegan
Apr 12th, 2026
Unreal, Partake, and Dandies team up for a vegan S'mores Kit.

Unreal, Partake, and Dandies team up for a vegan S'mores Kit. Post Views: 3,442 A sweet collab just dropped and it's got summer written all over it. Unreal is partnering with Partake and Dandies for a limited-time Peanut Butter Cup S'mores Kit and it's exactly the kind of thing the vegan snack world needed. Each box makes 8 s'mores and includes 8 Unreal Dark Chocolate Peanut Butter Cups, 18 Partake Classic Grahams, and 8 Dandies Vegan Marshmallows. The whole kit is vegan, gluten-free, Non-GMO Verified, and free of artificial colors and flavors. This is the kind of collab vegans have been waiting for. Unreal pulling in Partake and Dandies to create something seasonal and fun is a genuinely exciting move for the summer season. S'mores have always been a campfire staple but they've never been this accessible for vegan and gluten-free households, all in one ready-to-go box. It's already been spotted at Target for $14.99/13.8 oz and may be rolling out to other retailers but I have not confirmed that. It's a limited-time offering so keep an eye out. Pricing may vary by store and location. Kreg Sterns has been vegan since the mid-1990s and is the founder of Big Box Vegan, covering vegan grocery finds, original plant-based recipes, new product launches, and store news at major retailers.

Snack Food & Wholesale Bakery
Sep 20th, 2024
Unreal Snacks launches LTO Halloween candy at Target

Unreal Snacks launches LTO Halloween candy at Target.

Snack Food & Wholesale Bakery
May 28th, 2024
Unreal Snacks launches four new products

Unreal Snacks released a new innovation SKU line in March.

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