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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
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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
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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.
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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.
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