IT'SUGAR

Founded by candy veteran Jeff Rubin in 2006, IT'SUGAR has become one of the largest specialty candy “retailtainers” in the world, with 100 locations in U.S. hot spots. IT’SUGAR isn’t just a candy store -- it’s an experience with bright colors, humor, and loud music. Known for its absurd sugar innovations that celebrate lighthearted rebellion, IT’SUGAR aspires to a future where everyone has access to the pure joy that comes from indulging in a world with fewer rules and more sugar.