Gourmet sweets are a relatively new emerging market that didn’t exist until Candy Kittens launched about eight years ago.

Vegan sweet brand founded by two Jewish entrepreneurs

We’re sadly coming to the close of our interview, but before we break off, we want to know about Joe’s biggest achievements. However, what sets us apart from other brands is not only our unique branding, it is our sustainable approach, emphasis on creating connections, and our charitable initiative. Much like the treats that he and his business partner Nick have created, Joe is the perfect blend of sweetness and entrepreneurial spirit. I have been involved in defining the visual and verbal identity for Tasty Mates on social, photoshoots - both brand and lifestyle, learnt how to build an effective social strategy, reached out to many an influencer for gifting, learnt how to effectively engage with our audience helping to create a ‘mates’ community and used Canva to create designs (plus much more! But Joe’s passion for spreading sweetness doesn’t stop at the candy aisle – Tasty Mates also gives back by donating a portion of their profits to Mind and Crisis, proving that their flavours of friendship extend beyond taste buds to make a positive impact on mental health and crisis support.A hint of sass, mixed with a bit of competitiveness, they’ll have you laughing at their salty comments, unless the joke’s on you! The market is massive and the environmental side of the business with vegan products being better for the environment, was really important to us,” says Woolf. We intend to bring out Tasty Mates in compostable packaging as soon as viable home compostable options become available. In January 2020, Woolf and Sunshine, 32, decided to commit to the business full-time, not long before Covid struck.

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More than this being just a message that the company perpetuates, a nice message to be associated with and a purpose for purpose’s sake, from the moment I stepped foot into TMHQ and met the team, I realised MATES ran through the core of everything the business and people within the business. He became known in that role as a do-er and growing his membership by 150 percent during his two year stint in office.We want to create a positive impact through friendship groups and encourage everyone to check in on their friend's emotional well-being. I met most of our investors years ago in complete random situations, and when the business came up I reached out to them. The pair decided to develop their brand in the summer of 2019, and spent the next 18 months working with developers to perfect their gelatine-free recipe, while also working on their branding. That’s why our sweets are doing their bit to ensure you can enjoy their unique flavours and relatable stories, whilst having as small of an impact on the environment as possible. That’s why each packet of Tasty Mates has a unique flavour relating to a personality trait found in many a friendship group.

Tasty Mates - Tasty Sweets. Unique and natural flavours and

Today we're asking for your invaluable help to continue putting our community first in everything we do. Over our own conversations with other members, we’ve heard conflicting stories about small businesses working with large retailers, and we asked about Joe’s own experience. We aim to make a real and tangible impact through our ‘Mates in Need’ initiative that focuses on charitable involvement, creating connections, and our eco-mission. From initial conversations to managing budgets and starting to design what our stands will look like, this has definitely kept my creativity flowing!When we contacted Tasty Mates to gain an understanding of how a start-up is run, we knew it would be intense, fast paced and hands on.

Tasty Mates Pear Crumble Gourmet Gummy Sweets | Ocado

We make gourmet jelly babies which tick the boxes of vegan, gluten free, palm free and contain natural flavours and colours. The co-founders Joe and Nick are constantly bouncing ideas off each other to further develop the business.They have been welcoming and helpful in answering questions and showing us the reality of a start-up.