Better Sour Gummy Candy Brand Gains Taste Tomorrow Ventures’ Investment

June 17, 2025

Investment firm’s funding is expected to fuel the next phase of growth for the two-year-old sour gummy candy brand.

Taste Tomorrow Ventures, an investment firm with interest in the next generation of snacks, food and beverage brands driven by innovation, integrity, and “better for you” ingredients, has invested in Better Sour, a sour gummy candy brand founded by entrepreneurs Bella Hughes and Semira Nikou.

Better Sour was launched in 2023 aiming to transform the candy aisle by producing sour gummy candy with clean, plant-based ingredients and dyes made from fruits and vegetables, in tart fruit flavors from around the world.

Taste Tomorrow’s investment looks to boost Better Sour’s next phase of growth in a multibillion-dollar category, “where gummy candy is seeing double-digit growth and sour flavors are exploding,” said Scott Guthrie, managing director at Taste Tomorrow Ventures.

L.A. Libations, a beverage/food venture studio and sister division of Taste Tomorrow Ventures, is a part of the partnership as well.

About the Author

Andy Hanacek | Senior Editor

Andy Hanacek has covered meat, poultry, bakery and snack foods as a B2B editor for nearly 20 years, and has toured hundreds of processing plants and food companies, sharing stories of innovation and technological advancement throughout the food supply chain. In 2018, he won a Folio:Eddie Award for his unique "From the Editor's Desk" video blogs, and he has brought home additional awards from Folio and ASBPE over the years. In addition, Hanacek led the Meat Industry Hall of Fame for several years and was vice president of communications for We R Food Safety, a food safety software and consulting company.