Video Title: Get to Know Maxx Chewning, Founder of Sour Strips Candy (Part 1)
Channel: JustKiddingNews
Speakers: Maxx Chewning, (JustKiddingNews hosts are present but unnamed in the transcript)
Duration: 00:23:04
Introduction
This video is an interview with Maxx Chewning, the founder of Sour Strips candy. The hosts aim to introduce Maxx and his journey from powerlifting and fitness content creation to launching a successful candy brand acquired by Hershey's.
Key Takeaways
Maxx Chewning's YouTube Journey: Maxx began his YouTube career in the fitness space around 2013, initially known for his deadlifting strength despite a seemingly unathletic physique. He transitioned from a 9-to-5 job to full-time content creation, building a clothing brand and eventually a candy company.
Sour Strips Origin Story: Maxx's love for candy, particularly sour gummies, inspired him to create Sour Strips. The brand's success was driven by a combination of his established fitness community audience, a premium pricing strategy, and fortuitous timing coinciding with the COVID-19 pandemic.
Business Strategy & Growth: Maxx initially struggled to find manufacturers willing to work with a small candy startup. He persisted, eventually finding a manufacturer and iteratively improving his product and scaling the business. He strategically focused on direct-to-consumer sales initially, then transitioned to retail partnerships with major brands like Target and Walmart.
Team Building & Internal Growth: Maxx built his team by promoting from within, developing employees from entry-level positions to leadership roles. This strategy has fostered company loyalty, kept costs low, and provided clear growth opportunities for team members.
Hershey's Acquisition: Sour Strips' success led to its acquisition by Hershey's in November 2024, highlighting the brand's significant market penetration and growth.
