Better Sour, an innovative start-up based in the U.S. specializing in clean-label sweets, has secured investment from Taste Tomorrow Ventures.
The early-stage investment arm of beverage incubator LA Libations has not disclosed the exact amount of the capital injection or any stake acquired in Better Sour. This promising company was founded in 2023 by entrepreneurs Bella Hughes and Semira Nikou.
Better Sour’s mission is to “transform the candy aisle” with a unique line of sour gummies crafted from “clean, plant-based ingredients and dyes” sourced from fruits and vegetables.
According to Danny Stepper, co-founder of Taste Tomorrow Ventures, this investment will facilitate Better Sour’s “next phase of growth” and underscore their commitment to supporting diverse founders who are redefining the future of snacks.
Commenting on the funding, Ms. Hughes expressed enthusiasm, stating: “We are incredibly excited to partner with Taste Tomorrow Ventures and their sister division, LA Libations, whose team understands not only the power of brand and innovation, but the importance of diverse leadership and building with purpose.”
She further noted, “This partnership will help us scale our mission and reach more consumers craving bold taste and culinary better-for-you candy.”
Currently, Better Sour’s products are available in over 3,300 retail locations and on Amazon.
The gummies are offered in enticing flavors such as Guava Calamansi Lime, Pomegranate Apricot, and Passion Fruit, as mentioned on Better Sour’s website.
Scott Guthrie, managing director at Taste Tomorrow Ventures, added: “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 experiencing significant expansion, driving the majority of growth in the segment.”
Taste Tomorrow Ventures was co-founded by LA Libations founders Stepper and Dino Sarti, in partnership with Guthrie. His experience includes leadership roles at notable companies such as PepsiCo, Sodastream, and Disney.
The venture capital firm launched its inaugural fund in March, successfully raising $30 million. Taste Tomorrow Ventures’ first investment was in Just Ice Tea, a U.S.-based beverage company.
Just Ice Tea was founded by Seth Goldman, the entrepreneur behind Honest Tea, which he sold to The Coca-Cola Company in 2011. Interestingly, Coca-Cola discontinued the Honest Tea brand approximately three years ago.
