Taste Tomorrow Ventures Invests in Candy Disruptor Better Sour

Taste Tomorrow Ventures announces 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.

Hughes and Nikou 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.”

Learn more here.