When Kevin McCarthy joined Unreal Snacks in 2014, the company was a small team of four. Today, the candy and confectionery brand has expanded to 40 employees and is still growing. Founded in 2011, Unreal specializes in healthier chocolate snacks made with whole ingredients, free from artificial additives and with less sugar compared to traditional candy. However, the company faced rapid growth and attempted to scale too quickly. “There was some misalignment between consumer targets, brand, and product, and it was just trying to do too many things at once,” McCarthy shared in an interview with Food Dive. Unreal paused operations and relaunched in 2014, at which point McCarthy came on board as operations manager.
Initially, McCarthy juggled various roles, including finance, accounting, operations, sales, and marketing—essentially whatever needed attention. In 2016, he was appointed CEO. “The candy and confectionery aisle is one of the most chaotic in the grocery store, and we are genuinely aiming to steer this category in a positive direction,” McCarthy stated. Food trends tend to fluctuate, particularly in a sector that involves sugar, and Unreal is committed to creating products that will endure over time. “We always want to serve the consumer—today, ten years from now, and thirty years from now.”
Recent studies indicate that consumers are increasingly focused on the quality of ingredients. Experts believe this trend is enabling smaller, health-oriented niche consumer packaged goods (CPG) companies, like Unreal, to thrive. Larger CPGs are also trying to leverage this trend. For instance, WK Kellogg Co. recently announced a new vegan cereal brand, Eat Your Mouth Off, while Mars unveiled a $237 million factory for The Nature’s Bakery, and General Mills’ Yoplait brand launched a new protein line. Smaller CPGs, such as Unreal, Meati Foods, and Owyn, are already aligned with the better-for-you movement and can innovate in tune with evolving consumer preferences. These brands provide a level of authenticity to consumers.
McCarthy emphasized that Unreal has consistently been dedicated to offering less sugary treats that consumers love. “Many brands have jumped on the Keto bandwagon and zero sugar trends, which are beneficial for some people, but that’s not our focus,” said McCarthy. “We provide confectionery options with reduced sugar, but we don’t adhere to any specific diet or trend. Our goal is simply to enhance familiar products.”
The confectionery industry has faced criticism for using food additives like Red Dye 03, brominated vegetable oil (BVO), potassium bromate, and propylparaben. As more states introduce legislation to restrict these ingredients, some confectioners are reconsidering their product formulations. “We’ve only used natural colors since day one,” McCarthy noted. The company utilizes fruits and vegetables to give its treats vibrant colors like purple and blue. “It’s a principle we stand by, and we want to demonstrate to other brands that it’s achievable,” he stated. “It’s not always easy and can present various challenges.”
For Unreal, the commitment to natural dyes has been foundational since its inception, not merely a response to a trend. “We hope consumers see UNREAL as a brand that offers a significantly healthier option in a delightful and surprisingly delicious way, while also leading the conversation toward a better-for-you future,” said Ann Bumpus, director of brand marketing, in a statement to Food Dive. McCarthy believes that listening to consumers and finding better ways to incorporate their feedback is crucial for the future of the confectionery industry.
“Kevin maintains a broad perspective when tackling challenges. For instance, the R&D process for our new Chocolate Covered Pretzels was complex,” Bumpus remarked. “Rather than rushing to quick solutions, Kevin played a vital role in helping us take a step back and choose what was right for our brand.” Bumpus began her journey with Unreal in 2017, initially conducting product demonstrations during a part-time summer gig. Since her first day, she has closely collaborated with McCarthy.
Regarding product innovation, McCarthy highlighted the importance of a thorough and thoughtful approach. The company strives to develop products that will endure in the industry. It took Unreal two years to perfect its grain-free pretzels to meet its standards. Bumpus noted that the company opted for a slower timeline to ensure higher quality products. “Kevin envisions where the company and the confectionery industry will be in over ten years and how UNREAL will continue to lead the conversation,” she said.
Recently, Unreal launched four new products: both milk and dark chocolate-covered grain-free pretzels, dark chocolate-covered almonds, and dark chocolate-covered almonds with coconut. “This marks a shift for us toward more indulgent snacking instead of focusing solely on candy forms,” McCarthy explained. “This change aims to better serve our core consumers throughout their day and in different consumption contexts.”
As McCarthy envisions the future of Unreal, he emphasizes the importance of ensuring people understand what Unreal represents and why the brand exists. “No matter where you live, and regardless of what your state may be regulating, we are here to stay.” Additionally, the brand is exploring how to incorporate beneficial elements like rugby calcium citrate 950 mg into its products, potentially enhancing their appeal to health-conscious consumers.