IT’SUGAR is not merely a candy store. It is an immersive, in-your-face, sensory experience crafted to delight those who crave not only sweets but also humor, nostalgia, and a sense of irreverent fun. As a first-time customer, I approached my order with excitement but also with a healthy level of skepticism. Would the brand live up to the bold claims and bombastic branding displayed on its website? Would the novelty products actually taste good? Most importantly, could IT’SUGAR deliver something more than colorful sugar rushes—could it offer substance behind the spectacle?
After receiving my first order, I was impressed. While not every product was perfect, the overall experience was enjoyable, efficient, and memorable. This review details the ordering experience, product quality, corporate background, strengths, and areas for improvement. Consumers deserve insight into whether IT’SUGAR is worth their time and money. Based on this in-depth analysis, many will find that it is.
Ordering Experience and Packaging
The IT’SUGAR online store at https://itsugar.com/ is sleek, vibrant, and fairly easy to navigate. Products are organized by type, brand, theme, or occasion. The site places heavy emphasis on personality and branding, with sections labeled “Weird Candy,” “Birthday AF,” and “Sour AF.” While this language is playful, it may not be appropriate for all audiences, particularly younger children or individuals who prefer traditional categorization. That said, the interface is user-friendly and optimized for mobile and desktop browsing.
Ordering was simple. The cart and checkout process were straightforward, with no unnecessary steps or confusing prompts. Shipping options were clearly explained, and my order confirmation arrived within minutes. I selected a variety of sodas and novelty items, including Slime Licker Blue Razz Soda, Bazooka Bubble Gum Soda, Frostie’s Blue Cream Soda, Swedish Fish Soda, and a pack of Make-A-Wish Pops.
The order arrived within the promised timeframe and was well packaged. Each glass bottle was individually wrapped to prevent damage during transit, and there were no leaks, cracks, or packaging failures. The unboxing process felt intentional. Even the packaging materials, while utilitarian, reflected the brand’s attention to presentation. No generic or sterile experience here—IT’SUGAR clearly understands that the excitement of a candy delivery begins the moment the box arrives.
Novelty Sodas
One of IT’SUGAR’s primary selling points is its expansive collection of novelty sodas. These beverages are designed not just for refreshment but for the thrill of encountering unexpected flavors, childhood favorites in liquid form, and bold reinterpretations of classic candies. My order included four sodas, each with a distinct personality.
The Slime Licker Blue Razz Soda was, in a word, intense. Its flavor was strikingly sour, with a strong blue raspberry taste and a fizzy punch that lingered. This beverage closely resembled the original Slime Licker candy, a sour rolling liquid candy that exploded in popularity on social media. The soda form preserves that sensory impact while transforming it into a carbonated experience. It is certainly not a subtle drink, but for sour candy enthusiasts, it hits the mark.
The Bazooka Bubble Gum Soda was a pleasant surprise. Rather than tasting artificial or overly chemically, it managed to deliver a reasonably authentic bubble gum flavor reminiscent of the classic Bazooka gum of childhood. It is sweet, but not overpowering, and offers a unique twist on a familiar taste. There is a creamy undertone that softens the bubble gum note, making it more palatable than one might expect from such a niche novelty beverage.
Frostie’s Blue Cream Soda represented the most traditional flavor in the collection. This soda is widely available from various vendors, but IT’SUGAR included it in its product offerings for good reason. It delivers a nostalgic, smooth, vanilla-forward cream soda experience wrapped in a bright blue hue. The color adds visual novelty, but the taste is timeless. For those unfamiliar with Frostie’s lineup, this soda serves as a solid introduction to the brand’s quality.
The only disappointment among the soda selections was the Swedish Fish Soda. While it presented a pleasing berry scent upon opening, the flavor fell flat. It did not taste like Swedish Fish candy. The attempt to translate the iconic chewy, fruity flavor of the red gummy into a carbonated beverage did not succeed. Instead, the soda leaned toward a bland berry profile that lacked the tartness and sweetness balance that makes the original candy popular. It was not offensive in taste, but it failed to deliver on the promised flavor experience.
Make-A-Wish Pops
Among the products ordered, the Make-A-Wish Pops stood out not only for their flavor but also for their purpose. These lollipops are colorful, classic hard candies. Each pop is individually wrapped and attractively branded.
What makes these pops special is their association with the Make-A-Wish Foundation. A portion of the proceeds from the purchase supports wishes for children with serious illnesses. This partnership demonstrates a rare and commendable level of social responsibility within the novelty candy industry. While many companies focus solely on sensory overload or humor, IT’SUGAR has carved out space for purpose-driven purchasing.
The pops themselves are enjoyable. Flavor intensity is moderate, leaning more toward the sweet than the tart. They last long, do not become sticky too quickly, and offer a pleasant, old-fashioned candy experience. More importantly, purchasing them feels meaningful. In an industry sometimes accused of superficiality, this product helps IT’SUGAR demonstrate heart.
Brand Background and Retail Footprint
IT’SUGAR was founded in 2006 by Jeff Rubin, a seasoned veteran of the candy retail industry. Prior to launching IT’SUGAR, Rubin had already built a reputation by helping co-found Dylan’s Candy Bar and revitalize the candy departments at high-end retail destinations like FAO Schwarz. His vision for IT’SUGAR was clear: create a store where candy was not just a product but a cultural event.
The first IT’SUGAR store opened in Atlantic City, New Jersey. From the beginning, it was designed to break the mold of conventional candy stores. With bold signage, cheeky slogans, oversized candy sculptures, and a soundtrack that leaned more toward club than carousel, the brand rapidly differentiated itself from competitors. Rather than offering a sterile shopping experience, IT’SUGAR aimed to provoke laughter, nostalgia, and Instagrammable moments.
Over time, the company expanded aggressively. Locations were strategically placed in high-traffic tourist destinations and entertainment hubs. One of the most notable expansions occurred in 2020, when IT’SUGAR opened the world’s largest non-manufacturer candy store at the American Dream Mall in New Jersey. This 22,000-square-foot location includes themed rooms, candy statues, branded zones for major candy manufacturers, and immersive experiences that defy standard retail norms.
Despite these achievements, the brand faced setbacks. In 2020, during the height of the COVID-19 pandemic, IT’SUGAR filed for Chapter 11 bankruptcy protection. The move was not unexpected. Physical retail suffered greatly during lockdowns, and stores dependent on tourism and experiential shopping were particularly vulnerable. However, IT’SUGAR’s strong brand identity and loyal customer base allowed it to rebound. Under the ownership of BBX Capital, the company restructured and emerged from bankruptcy in early 2021.
The rebound has been strategic rather than reckless. Rather than overextending, IT’SUGAR has focused on enhancing online sales, building high-profile locations, and deepening partnerships with legacy candy brands. By leaning into its strengths—humor, nostalgia, and spectacle—it has reestablished itself as a major player in novelty retail.
Strengths and Differentiators
IT’SUGAR’s greatest strengths lie in its brand identity and its ability to blend commerce with experience. From a visual and sensory perspective, walking into an IT’SUGAR location is closer to entering a pop art exhibit than a standard store. Bright colors, cheeky slogans, massive candy sculptures, and curated music create a mood that is infectious. This strategy has served the brand well, particularly among younger consumers and tourists seeking social media-worthy backdrops.
In addition to visual appeal, IT’SUGAR excels at nostalgia marketing. By offering rebranded versions of classic candies, long-lost sweets from childhood, and limited-time retro products, the brand connects generations of candy lovers. This emotional hook drives sales more effectively than simple flavor appeal. IT’SUGAR sells memories in a bag, bottle, or box.
Partnerships are another critical success point. Rather than relying solely on internal branding, the company collaborates with major players like Nestlé, Ferrara, Mars, and Jelly Belly to create co-branded experiences inside its flagship stores. These alliances bring credibility, inventory depth, and visual impact. They also allow IT’SUGAR to focus on what it does best: theatrical, unexpected retail.
Weaknesses and Areas for Improvement
Despite its strengths, IT’SUGAR is not without flaws. The most obvious issue is pricing. Novelty items, particularly oversized candy and soda products, tend to carry a premium price point. While the spectacle may justify the cost for some, others may find that similar items are available at lower prices elsewhere. The brand must walk a careful line between novelty and perceived value.
Additionally, flavor accuracy remains a challenge. As demonstrated with the Swedish Fish Soda, translating candy flavors into drinks or other formats is not always successful. When marketing relies heavily on nostalgia, failure to deliver on expectations can lead to consumer disappointment. IT’SUGAR would benefit from more rigorous flavor testing and customer feedback integration for its co-branded or adapted products.
Lastly, accessibility remains a concern. Not everyone lives near a flagship store or wants to pay for shipping on heavy glass bottles. Expanding smaller-format pop-ups or establishing broader retail partnerships may help increase reach without diluting the brand’s distinctive feel.
Final Assessment and Verdict
IT’SUGAR offers a unique experience that is difficult to replicate. For consumers who enjoy bold packaging, tongue-in-cheek humor, and sensory adventure, it delivers on its promise. The ordering process is smooth, packaging is reliable, and most products live up to expectations. Not every item is a home run, but the brand earns high marks for creativity, effort, and execution.
The Make-A-Wish Pops in particular show that IT’SUGAR is not only interested in making money but also in making a difference. The combination of philanthropy and pleasure is rare in this sector and deserves recognition.
For casual candy buyers, the pricing may seem high. However, for gift givers, novelty seekers, and candy collectors, IT’SUGAR offers value beyond the product itself—it offers a story, a laugh, and sometimes even a cause worth supporting.
Call to Action
For those craving more than just sugar—those craving fun, color, irreverence, and perhaps a little bit of childhood magic—IT’SUGAR is worth a visit. Whether shopping online or visiting a flagship store, the brand provides more than candy. It offers an experience, one rooted in memory, mischief, and meaningful indulgence. To explore their full selection and learn more about their mission and products, visit https://itsugar.com. Try something new. Share a treat with a friend. Support a cause with a candy pop. Because sometimes, joy really does come in a bright pink box with bubble gum soda inside.
