# Globally Inspired Sour Gummies Better Sour Infuses Global Flavors with a Tart Taste By Laura McQuarrie | Published 2023-02-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/better-sour References: [foodbusinessnews.net](https://www.foodbusinessnews.net/articles/23273-candy-startup-combines-tart-taste-global-flavors) & [bettersour](https://www.bettersour.com/)  Better Sour makes globally inspired gummy candies with [sour flavors](https://www.trendhunter.com/trends/final-boss-sour-tropical-sampler-pack) that inject new kinds of tart tastes into the category. The [plant-based gummies](https://www.trendhunter.com/trends/gupperz) are naturally flavored and free from artificial colors, and they're set to to be introduced in two varieties: a Middle East-inspired stone fruit mix with pomegranate, apricot and plum, and an Asia-Pacific-themed offering that includes guava, calamansi and ume. Better Sour, the start-up founded by Bella Hughes and Semira Nikou, raised an oversubscribed $1 million pre-seed funding round and is set to make its debut at Natural Products Expo West 2023. The [gummy candy brand](https://www.trendhunter.com/trends/trolli-sour-brite-squad) offers a different experience thanks to its founders, who are daughters of Iranian immigrants and childhood friends from Honolulu. "We’ve noted a lack of innovation in the candy aisle, with even the better-for-you set focused on Western-centric flavors," said Nikou, "Better Sour is the candy for today’s multicultural landscape, self-described foodies, adventurous eaters — and above all, Sour Seekers." ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 57% | Activity: 76% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Globally Inspired Candy:** Businesses can develop new product lines that take inspiration from global flavors and cultures to offer consumers a unique experience. - **Plant-based Candy:** There is an opportunity to cater to the increasing demand for plant-based options in the candy industry. - **Sour Flavors:** Businesses can explore the use of sour flavors as a way to differentiate their candy products and offer consumers a new taste experience. ### Where This Applies - **Candy Manufacturing:** Candy manufacturers can incorporate global flavors and plant-based options into their product lines to cater to different dietary needs and preferences. - **Natural Products:** Natural products companies can expand their offerings to include sour candy options made with natural, plant-based ingredients. - **Ethnic Foods:** Ethnic foods companies can explore the candy industry and develop globally inspired sour candy options that cater to multicultural consumers. ## Related on Trend Hunter - [Better-For-You Sour Gummies](https://www.trendhunter.com/trends/passion-fruit-sour-gummy-stars.md) - [Low-Sugar Tart Cherry Gummies](https://www.trendhunter.com/trends/better-sour-tart-cherry.md) - [Better-for-You Tropical Gummies](https://www.trendhunter.com/trends/sour-stars.md) - [Low-Calorie Sour Gummy Candies](https://www.trendhunter.com/trends/sour-blobs1.md) - [Flavorful Good-For-You Sour Gummies](https://www.trendhunter.com/trends/shameless-snacks.md) - [Sour Mochi Gummies](https://www.trendhunter.com/trends/issei-mochi-gummies.md) - [Next-Gen Cannabis Gummies](https://www.trendhunter.com/trends/the-bettering-company.md) - [Nostalgic Sour Bulk Candies](https://www.trendhunter.com/trends/bulk-gummies.md) - [Sour Fruit Snack Products](https://www.trendhunter.com/trends/bear-fruit-snack.md)