From freeze-dried Skittles to chamoy-coated Gushers, nostalgic candies are finding new life — and creating big business — on TikTok
Unlike Causey, Megan Aust and her sister-in-law Liz Aust had no prior experience in the candy business when they decided to open the Candy Closet — just a nostalgic love for sweet treats. They were reminiscing one day about a since-closed candy store in their local mall, and got the idea to try a candy business of their own. “We had a pantry in our childhood home, and we called it the candy closet because there was always a bowl of candy in there,” Megan Aust says. “We always had a sweet tooth.
Why does everyone want to buy candy online? In some ways, the interface of TikTok relies on the same thing that an old-school candy store needs to survive: impulse shoppers. The traditional business model, in which stores sold low-cost candies at high volumes based on retail foot traffic, is increasingly becoming a thing of the past. But candy is still a multi-billion-dollar business, shifting over the past few decades from small shops to the supermarket.
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