Thrive Candy Bows Out as Zupz Steps In With Bold Rebrand
Thrive Candy was a newcomer fast making a name for itself in the fitness space with innovative protein gummies that tasted like sweets.
The nascent brand took a previously dormant concept and revived it with 10g of protein packed into every bag, thanks to the inclusion of brown rice and pea isolate.
However, that progress was soon halted by a wave of issues that went beyond what could be described as teething problems.
The brand’s young founder, Ayush Saha, lost the Thrive Candy name and branding due to “trademark issues” and was reportedly “scammed” by his once-trusted manufacturer.
That, coupled with mixed customer feedback and supply chain delays, led him and his team to revisit the drawing board.
Now, Thrive Candy is no more. Like a phoenix rising from the ashes, Zupz is taking its place — backed by a new formulation promising better taste, texture, and an upgraded protein source.
Every last dollar has been plowed into the rebrand in what Saha has labeled a “make or break” moment for the ambitious challenger.
With the restock expected any day now, he’s updated fans on the current state of play.
“We were so close to giving up on our dream of starting the first protein candy brand,” Saha posted on the new Zupz Candy Instagram account.
“Our first product didn’t live up to expectations. We lost our name and branding due to trademark issues. We even got scammed by our manufacturer of over a year.
“Most people would have quit right there — and honestly, we almost did. But instead, we went all in.
“Every dollar I had is gone. Now it’s credit cards keeping this dream alive.
“If this restock fails, so does the company. Walking away would be the easy choice, but we won’t because of you.
“The love, the comments, the constant messages asking us to come back — that’s what gives us the strength to keep pushing, when everything in us wants to stop.”
Saha says he and the team have “fixed everything” from the old formulation. Plant protein has been swapped out for whey, offering a complete source with all nine essential amino acids and less of a grainy texture.
A new flavor, which looks to be Berry Lemonade, has also been added to the line-up. An initial preview shows 10g of protein and 100 calories printed on the all-new Zupz Candy packaging — the same as what was in Thrive Candy.
The carb and sugar content, which sat at 17g and 6g, respectively, hasn’t yet been confirmed.
To be among the first to sample the new format, head to Zupz Candy’s website and register for email updates.
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