Unreal Snacks

Unreal Snacks
Founded2011 (2011)
Founders
  • Michael Bronner
  • Nicky Bronner
  • Kristopher Bronner
Headquarters
Boston, Massachusetts
,
United States
Key peopleKevin McCarthy (CEO)
Number of employees
70 (2025)
Websiteunrealsnacks.com

Unreal Snacks is an American manufacturer of confectionery and other food products without artificial flavors, color, and other non-food additives.

History

An Unreal Chocolate Coconut Bar

In 2008, two teenage brothers, Nicky and Kristopher Bronner, and their father, Boston entrepreneur Michael Bronner, began work creating all-natural candy products as an alternative to artificially flavored chocolate products available in local stores at the time. The three tested a large number of candy recipes and started the company in 2011.

By 2013, Unreal was manufacturing and selling chocolate snacks made exclusively with non-GMO ingredients, and at the time, had no partially hydrogenated oils, preservatives, artificial colorings, gluten, corn, or soy, and reduced sugar compared to similar candies of major brands. They produced several types of chocolate peanut butter cups and candy coated chocolate gems.

The company scaled too quickly and briefly shut down, relaunching in 2014 with Steve Konczal as CEO. In 2015, Unreal ran a sales campaign in which autographs by quarterback Tom Brady were hidden in buckets of Halloween candy.

In March 2017, Unreal began producing new products, including crispy toasted quinoa and almond butter. Unreal products are sold online and in various natural and conventional grocers across the United States, including Whole Foods, Sprouts Farmers Markets, Kroger, Shaw's, Market Basket, Wegmans, Big Y, and Roche Bros. By 2025, Unreal products were sold at 35,000 grocery stores and other retail establishments.

In May 2024, the company expanded into the snack category.

References

  1. 1 2 3 Altchek, Ana (30 August 2025). "Unreal Snacks employees have ordered thousands of pounds of chocolate this year. The CEO explains its niche perk". Business Insider. Retrieved 23 May 2026.
  2. ↑ "The Beginner's Mind: How Naiveté Can Become A Critical Business Asset". Forbes, Mike O'Toole, Sep 16, 2014
  3. ↑ Needleman, Sarah. "A Young Entrepreneur's Sweet Idea". The Wall Street Journal. Retrieved June 14, 2012.
  4. 1 2 "Unreal ธุรกิจขนมหวานของเด็กหนุ่มวัย 17" (in Thai), "Unreal candy business of youth age 17". Sanook! Money
  5. ↑ Monteros, Maria. "Why better-for-you candy brand Unreal is expanding to snacks". ModernRetail. Retrieved November 15, 2025.
  6. ↑ "Making Room For A Little 'Unjunked' Candy This Halloween". Forbes, Oct 25, 2013, by Mike O'Toole
  7. ↑ Dickey, Megan. "The Story Of A Boy Whose Tempter Tantrum Led To A Venture-Backed Food Startup". Business Insider. Retrieved May 19, 2013.
  8. ↑ Kosoff, Maya. "I Tried "Unreal" Peanut Butter Cups, and They Tasted Better Than the Real Thing". www.businessinsider.com. Business Insider. Retrieved February 4, 2015.
  9. 1 2 Monteros, Maria (2024-05-07). "Why better-for-you candy brand Unreal is expanding to snacks". Modern Retail. Retrieved 2024-11-12.
  10. ↑ "Tom Brady boosts sales of Boston-based ‘healthy’ candy company". Boston Globe, Sarah Shemkus October 30, 2015
  11. ↑ Sidrane, Arielle. "UNREAL Re-Launches Unjunked Candy With New Flavor Twists". www.groceryheadquarters.com. Retrieved February 12, 2015.
  12. ↑ Nieburg, Oliver (27 February 2015). "Unreal Candy Shifts from Mass Market to Natural Channels". www.confectionerynews.com. Retrieved 27 February 2015.