Candy can do better.

About It’s Not Toxic is the name

We make genuinely delicious candy with protein, fiber and useful nutrients—created for kids who want real candy and parents who want better ingredients.

Why We Started

The candy aisle forces a bad choice: great taste with little nutritional value, or “healthy” alternatives that feel like supplements. We are building the missing option—bold, social, seriously sour candy that does more without becoming a lecture.

Our First Candy

Sour Crunch Clusters combine a soft fruit-chew center, crunchy protein crisps and a bright sour coating. Our proposed targets include 5–7g protein, 3–4g fiber and less added sugar than conventional candy, with no artificial dyes, artificial sweeteners or sugar alcohols.

Our Standard

Kids have veto power over taste. Parents have veto power over ingredients. Every product has to win both.

Candy without the lecture.