Maria Sharapova launched Sugarpova in New York in August 2012, turning her longtime love of gummy candy into a premium, fashion-conscious brand. Its growth story combined a distinctive identity and packaging with retail, online and international distribution—but the available figures are historical reports, not a current account of the company.
Why Sharapova started Sugarpova
Sharapova said candy had been part of her life since childhood, and that the business needed to feel authentic to her. In Fast Company’s 2012 launch-day interview, she put it this way: “I think it’s important that any venture, business or otherwise, feel authentic.” The feature reported that she funded the venture and played a central role in branding and product development. Fast Company
She also saw a branding opportunity. Sharapova recalled asking friends about their favorite gummy sweets and hearing them name shapes—bears or worms—rather than brands. That was her informal observation, not formal market research, but it pointed to a category where she thought a memorable consumer brand could stand out.
How Sugarpova positioned its candy
Sugarpova launched in August 2012 with 12 varieties of sweets, described in contemporaneous coverage as gummy candy. The proposition was an “accessible bit of luxury”: playful candy presented for adults as well as children, with fashion-conscious branding and packaging. The product, imagery and retail presentation were intended to work together as part of the experience. CBS News / Associated Press Fast Company
#1 Best Overall
- FIZZY LEMON SURPRISE: Savor the sweet taste of Italian lemons in these unique candies with a tangy, fizzy center. They slowly dissolve in your mouth, delivering a delightful burst of flavor
- AUTHENTIC ITALIAN EXPERIENCE: Straight from Italy, these lemon candies are the same ones you'd find in Capri or Positano. A delicious way to relive your vacation memories
- INDIVIDUALLY WRAPPED: so they’re ready to brighten your day wherever you go. Perfect for a quick treat, or for sharing at weddings, office, and home gatherings
- THOUGHTFUL ITALIAN GIFT: Surprise friends, family, or coworkers with a taste of Italy. This simple yet delightful gift is sure to win anyone over
- NATURAL LEMON ESSENCE: Crafted with real Italian lemon essential oils, offering a refreshing taste that sets them apart from ordinary sweets. Made exclusively with renowned Limone Costa d'Amalfi I.G.P.
From launch to international distribution
At launch, Sugarpova sold through retail and online channels. By April 2013, Sharapova described expansion from the United States and Australia into additional markets, including Russia. She said Russia had been a target, but the brand was approached by the market rather than forcing its way in. The Moscow Times
Later historical figures come from TRAUB, which says it worked with Sugarpova on operations and international strategy. In its account of the brand’s fourth anniversary in August 2016, TRAUB reported distribution in more than 30 countries, partnerships with more than 20 global distributors, and over five million bags sold. It also reported 50% growth in 2015. These are TRAUB’s reported figures, not independently audited results. TRAUB case study
Rank #2
- Fida Bonelle Sugar Free Italian Fruit Jelly Candy; 1-pound pack; approximately 110 pieces per order
- The flavors include lemon, orange, blackberry, and strawberry; vegan, gluten-free, naturally colored and flavored
- Try our delicious Jelly Candy without worrying about their sugar content; individually wrapped, soft and chewy with sweet and fruity flavor in every bite
- Whether you're managing dietary restrictions, watching your sugar intake, or simply prefer a less sweet alternative, this candy is a delightful choice
- You can keep it in your desk drawer for a quick snack, or in your purse for a sweet treat on the go; it can also be a thoughtful gift for those who prefer sugar-free options
What the sales forecasts do—and do not—show
In March 2013, Sugarpova CEO Max Eisenbud expected the company to sell 1.2 million bags in its first year, at $5 per bag. That forecast implied $6 million in sales; it was an expectation reported at the time, not confirmation of realized revenue. Tennis.com
TRAUB also said Sugarpova was projected to become a $20 million brand by 2018. Its case study presents that figure as a projection, not as proof the company reached that level. The available historical reporting does not establish realized 2018 revenue.
PC Slower Than It Used to Be?
A free scan shows the junk files, broken settings and background clutter dragging Windows down - then fixes them in one click.Free scan · Windows 10 & 11Outdated Drivers Are Slowing You Down
One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchRank #3
- Contains one (1) 6.1-ounce bag of JOLLY RANCHER Zero Sugar Assorted Tropical Fruit Flavored Hard Candy
- Long lasting, colorful hard candy you can take with you on the go, to work, on snack breaks and back home again at the end of the day
- Sugar free, aspartame free, tropical fruit flavored hard candy individually wrapped for convenience and exceptional freshness to the last piece
- Host the fruitiest, most colorful birthday, New Year's, graduation, back to school and anniversary parties with JOLLY RANCHER Zero Sugar tropical fruit flavored hard candy
- An unbelievably delicious Valentine's Day, Christmas, Easter and Halloween candy selection featuring bold, tropical fruit flavors like fruit punch, lime, mango and golden pineapple for all the flavor with none of the sugar
Product extensions and retail collaborations
In 2016, TRAUB reported that Sugarpova had introduced premium chocolate, extending the brand beyond its original gummy sweets. A separate collaboration brought the candy into Pinkberry stores: in March 2014, Pinkberry announced three Sugarpova mini-candy toppings for its toppings bars—Flirty Mini, Smitten Sour Mini and Flirty Sour Mini. That shows a branded food-service placement at the time; it does not establish that the partnership continues today. TRAUB case study Pinkberry via PR Newswire
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the growth story establishes
Sugarpova’s documented early growth rested on founder involvement, a premium identity for a familiar candy category, and expansion through retail collaborations and international distributors. The evidence supports a historical account through TRAUB’s 2016 case study, but does not establish the brand’s current sales channels, inventory, ownership arrangements or operating status.
Quick Recap
Best Value
- 𝗗𝗘𝗟𝗜𝗖𝗜𝗢𝗨𝗦 𝗦𝗨𝗚𝗔𝗥 𝗙𝗥𝗘𝗘 𝗖𝗔𝗡𝗗𝗬 𝗧𝗛𝗔𝗧 𝗛𝗘𝗟𝗣𝗦 𝗣𝗥𝗘𝗩𝗘𝗡𝗧 𝗧𝗛𝗘 𝗥𝗜𝗦𝗞 𝗢𝗙 𝗖𝗔𝗩𝗜𝗧𝗜𝗘𝗦. Zolli Drops are dentist-approved, free candy that promote healthier smiles. Using xylitol candy and erythritol, these sugar free treats for kids help reduce the risk of cavities, with no artificial dyes or added sugar. Perfect after lunch or after school.
- 𝗖𝗟𝗘𝗔𝗡 𝗧𝗘𝗘𝗧𝗛 𝗣𝗢𝗣𝗦: 𝗚𝗨𝗜𝗟𝗧-𝗙𝗥𝗘𝗘 𝗧𝗥𝗘𝗔𝗧𝗦. Go ahead—give them healthy candy for kids without the guilt. These dentist-recommended sugar‑free treats are healthy snacks for kids, turning sweet moments into smart choices. Grandparents can spoil worry-free, and parents can say yes with confidence to these healthy kids snacks.
- 𝗧𝗛𝗘 𝗔𝗙𝗧𝗘𝗥-𝗬𝗢𝗨-𝗘𝗔𝗧 𝗧𝗥𝗘𝗔𝗧 𝗧𝗛𝗔𝗧 𝗕𝗘𝗟𝗢𝗡𝗚𝗦 𝗜𝗡 𝗘𝗩𝗘𝗥𝗬 𝗣𝗨𝗥𝗦𝗘. Zolli Drops are more than just gluten-free candy; they are also dairy-free and peanut-free. They are healthy treats for kids that may help protect teeth from cavities, and families love them as convenient kids' snacks healthy enough for school or on-the-go moments — perfect healthy candy for kids to enjoy after meals or snacks!
- 𝗖𝗔𝗡𝗗𝗬 𝗬𝗢𝗨 𝗖𝗔𝗡 𝗦𝗔𝗬 𝗬𝗘𝗦 𝗧𝗢. Tired of saying no to sweets? These keto candy drops are diabetic friendly candy, perfect for both adults and kids. Enjoy a guilt-free indulgence with no sugar candy, no artificial dyes or flavors. This zero sugar candy and sugar-free candy offer low-calorie options with just 30 calories per serving.
- 𝗔𝗠𝗘𝗥𝗜𝗖𝗔𝗡 𝗕𝗥𝗔𝗡𝗗; 𝗗𝗬𝗘-𝗙𝗥𝗘𝗘 𝗪𝗜𝗧𝗛 𝗡𝗔𝗧𝗨𝗥𝗔𝗟 𝗙𝗥𝗨𝗜𝗧 𝗙𝗟𝗔𝗩𝗢𝗥𝗦. Zolli Drops are American brand and crafted as dye free sugar free suckers with natural fruit flavors. A smarter, healthy lollipop choice. Packaging may vary; each bag is filled by weight, so candy count may differ — always a full, tasty treat. A great addition to christmas gifts for kids or as christmas lollipops for stocking stuffers.
Rank #4
- Contains one (1) 6.1-ounce bag of JOLLY RANCHER Zero Sugar Assorted Fruit Flavored Hard Candy
- Long-lasting, colorful hard candy you can take with you on the go, to work, on snack breaks and back home again at the end of the day
- Sugar free, aspartame free, fruit flavored hard candy individually wrapped for convenience and exceptional freshness to the last piece
- Host the fruitiest, most colorful birthday, New Year's, graduation, back to school and anniversary parties with JOLLY RANCHER Zero Sugar fruit flavored hard candy
- An unbelievably delicious Valentine's Day, Christmas, Easter and Halloween candy selection featuring bold fruit flavors like watermelon, grape, apple and raspberry for all the flavor with none of the sugar
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
