Sia Teams Up With Vibes Candy, the Lower-Sugar Vegan Gummies From Venice Beach

Remember when candy came with zero strings attached?

You grabbed a bag of gummies at the register and didn’t think twice. Now the gummy aisle wants to be good for you, good for the planet and a little bit famous too. Today it got a pop star.

What actually happened

Vibes Candy announced on Nov. 13 a new campaign featuring Sia, called Sweeten the World. Protect What’s Wild. It kicks off on World Kindness Day and supports the Hawaiʻi Wildlife Fund, a nonprofit that protects sea turtles, native wildlife and Hawaiʻi’s coastlines. The partnership starts with a social media collaboration, and there’s no Sia-branded candy.

“I’ve always had a huge soft spot for animals, and I believe they deserve all the love and protection we can give them,” Sia said. She also gave the candy a nod. “It’s still candy, after all, just a little better for you.”

Vibes was founded by Luke Colson and Jonathan Segal and describes its gummy stars as plant-based, vegan, gluten-free and lower in sugar. The company lists 1 to 2 grams of sugar per pouch, depending on the flavor. Flavors include Cherry Force Field, Strawberry Glow, Sour Watermelon Chill and Sour Blue Raspberry, and a six-pouch box is $24.99 on vibescandy.com. The candy is also on Amazon, and Vibes said in an August announcement that it had reached more than 300 Sprouts Farmers Market stores.

Our read: candy with a cause is having a moment

This is our read. Better-for-you candy is crowded, so brands are looking for a personality, not just a nutrition panel. Pairing lower-sugar gummies with Sia and a sea turtle charity gives Vibes a story people actually want to share, and World Kindness Day is a pretty sweet launch date.

Reality check

The vegan, gluten-free and lower-sugar claims come from Vibes. Sia is a campaign partner, not an owner or investor. Lower sugar is still a treat, so the pouch is the serving to keep in mind.

The close

So yes, candy comes with a few strings now. This time one of them is tied to a sea turtle.

Sources

Disclosure: WellWham has no affiliate links in this story.