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Hormbles Chormbles, a new entrant in the confectionery market, has unveiled its first product line: high-protein, zero-sugar candy bars. Each 33g bar contains 10g of protein and only 100 calories, positioning itself as a healthier alternative in a traditionally sugar-laden category.
Founded by Jared Smith, previously co-founder of Rxbar, Hormbles Chormbles aims to bridge the gap between candy and nutrition. The brand's slogan, 'Make Candy Make Sense,' reflects its mission to provide a guilt-free indulgence for consumers seeking both taste and nutritional value.
Smith noted the need for innovation in the candy aisle: "The candy you got as a kid on Halloween is still the same today. It’s loaded with sugar and offers no nutritional value". The new product line seeks to disrupt the conventional candy market by offering a product that satisfies sweet cravings without the associated sugar crash.
Hormbles Chormbles bars are formulated with high-quality whey and milk protein, ensuring they are nutrient-rich and contain all essential amino acids. This formulation not only enhances satiety but also supports muscle recovery, aligning with the increasing consumer demand for functional foods.
The candy market remains robust, with 98% of American households purchasing candy annually. As protein-rich snacks gain popularity, Hormbles Chormbles is positioned to capitalise on both trends. The brand's commitment to better-for-you ingredients and innovative formulations may appeal to health-conscious consumers who traditionally avoid candy due to its high sugar content.
Peter Rahal, co-founder of Rxbar and founder of David, serves as a key advisor for Hormbles Chormbles, providing strategic insights as the brand seeks to penetrate the $28.1 billion US chocolate candy market.
Hormbles Chormbles is available for purchase at the brand's website, offering four flavours: Salted Fudge, Classic Milk, Cookies and Creme, and Peanut Butter, priced at $39.99 per box of 12 bars.