What Zolli Candy does

Zolli Candy is a Michigan-based, privately held confectionery company (legal entity Liquid OTC, LLC) founded in 2014 by Alina Morse, who began developing the concept at age 7 in 2012 after being told at a bank that candy was bad for teeth. The company manufactures and sells sugar-free candies formulated with erythritol, a plant-based sweetener positioned to reduce oral bacteria and help neutralize plaque acids, with the brand marketed as 'The Clean Teeth Candy.' The product portfolio includes Zollipops (lollipops), Zolli Ball Popz (ball-shaped pops), Zaffi Taffy, Zollidrops, Zolli Caramelz, Zolli Gum Popz (a 2024 zero-sugar gum pop), Zolli PB Cups, Zolli Gummeez, and Zolli Beanz. Products are sugar-free, vegan/vegetarian, keto-compliant, gluten-free, kosher, and free from major allergens, with the exception of Caramelz (contains dairy) and PB Cups (contains nuts).

The company operates a hybrid go-to-market model combining a direct-to-consumer Shopify storefront, Amazon (where the brand ranks 3rd among lollipops), the Faire wholesale platform, and broad retail distribution across 25,000+ locations including Whole Foods, Walmart, Kroger, Target, Walgreens, CVS, Rite Aid, and Costco. International distribution covers China, Korea, France, the United Kingdom, and U.S. military exchanges. The company also sells through dental practices, positioning the product as an oral-health-promoting treat and capitalizing on dental endorsements. Pricing is unit-based, with 25-count bags retailing at $5-$7 and wholesale incentives including 50% off first orders via Faire.

Revenue grew from $6M in 2018 to $10M in 2019 to $12M in 2020, earning Inc. 5000 rankings in both 2019 (No. 635, 696% three-year growth) and 2020 (No. 1,110, 437% growth from 2017-2020) and the 'Fastest Growing Candy Company in America' designation from Inc. Magazine. The business remains family-controlled with majority ownership by Alina Morse, her father Tom Morse working full-time, and approximately 10 employees total; no external institutional funding has been disclosed beyond the initial ~$7,500 family investment plus $3,750 from Alina's personal savings. The Million Smiles Initiative commits 10% of profits and free product to oral-health education in schools.

Name

Zolli Candy

Legal name

Liquid OTC, LLC

Website

https://zollipops.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Zolli Candy is a Michigan-based, family-owned confectionery company that manufactures and distributes sugar-free candies formulated with erythritol, sold under brands like Zollipops, Zaffi Taffy, and Zolli Gum Popz to health-conscious parents, dental practices, and retailers across 25,000+ U.S. and international locations.

Ownership category

akta.pro rank

Product category

Sugar-free confectionery

NAICS

Nonchocolate Confectionery Manufacturing (31134), Sugar and Confectionery Product Manufacturing (3113)

SIC

Sugar & Confectionery Products (2060)

akta.pro primary industry

Sugar Confectionery (Gummies, Hard Candy, Chews) (CRADABAB)

Keywords

• Sugar-free candy
• Keto confectionery
• Vegan lollipops
• Tooth-friendly candy
• Allergy-friendly treats

Headquarters

HQ city

Walled Lake

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Consumer Product Sales: Revenue generated from selling sugar-free candy products directly to consumers through retail stores and e-commerce channels. Products include Zollipops, Zolli Ball Popz, Zaffi Taffy, Zollidrops, and Zolli Caramelz sold at major retailers and through the company's Shopify store.
2. Wholesale/Reseller Distribution: Wholesale distribution to retailers through platforms like Faire, offering 50% off first orders, free shipping for a year, and Net 60 payment terms for eligible retailers. Minimum purchase required with 3-9 day lead time from Commerce Michigan.
3. Dental Practice Sales: Partnerships with dental practices who sell Zolli Candy as oral health-promoting treats. Products positioned in oral care aisles at some retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Zolli Candy manufactures and sells a portfolio of sugar-free confections (lollipops, taffy, fruit drops, caramels, gum, jelly beans, peanut butter cups) made with erythritol as the primary sweetener. Products are positioned as teeth-cleaning candy that reduces oral bacteria and cavity risk, while also being vegan/vegetarian, keto-compliant, gluten-free, nut-free, kosher, and free of artificial colors. The company sells primarily through major U.S. retail chains, Amazon, its own e-commerce storefront, and the Faire wholesale platform, with additional international distribution.

Product overview

Zolli Candy is a multi-product healthy candy company marketed as 'The Clean Teeth Candy.' The product portfolio centers on sugar-free confections made with erythritol that help reduce cavities and promote oral health. Core products include Zollipops (lollipops), Zolli Ball Popz (ball-shaped lollipops), Zaffi Taffy (taffy candy), Zollidrops (fruit drops), and Zolli Caramelz (caramels). Recent innovations include Zolli Gum Popz (zero-sugar gum pop, a market-first), and Zolli PB Cups (peanut butter cups) expanding into chocolate. The line also includes Zolli Gummeez and Zolli Beanz. All products are sugar-free, vegan/vegetarian, keto, gluten-free, allergen-friendly (except Caramelz contains dairy and PB Cups contain nuts), made with natural fruit flavors, and contain no artificial colors. The company operates through major retail partners (Whole Foods, Walmart, Kroger, CVS, Walgreens, Target) and direct-to-consumer e-commerce, with a philanthropic Million Smiles Initiative donating 10% of profits to oral health education.

Differentiator

Problem solved

Functional benefit

Brands

• Zollipops: Sugar-free lollipops in assorted fruit flavors
• Zolli Ball Popz
• Zaffi Taffy
• Zollidrops
• Zolli Caramelz
• Zolli Gummeez
• Zolli Gum Popz
• Zolli Beanz
• Zolli PB Cups

Products and services

• Zollipops Sugar-free lollipops made with erythritol that help clean teeth and reduce cavities; available in assorted natural fruit flavors in 5.2 oz bags; the flagship product of the Zolli Candy line, suitable for health-conscious parents and consumers seeking better-for-you treats.
• Zolli Ball Popz Ball-shaped sugar-free lollipops made with natural fruit flavors in 5.2 oz bags; same teeth-cleaning erythritol-based formulation as Zollipops in a ball shape.
• Zaffi Taffy Sugar-free taffy candy in assorted fruit flavors in 5 oz bags; vegan, allergy-friendly, and made with natural fruit flavors using the company's erythritol formulation.
• Zollidrops Sugar-free fruit drops in 3 oz bags; made with natural fruit flavors, vegan, and formulated to help clean teeth using erythritol.
• Zolli Caramelz Sugar-free caramels in 3 oz bags; contains dairy (the only product in the line that is not dairy-free) and made with natural flavors.
• Zolli Gum Popz First zero-sugar gum pop combining zero-sugar gum inside a zero-sugar hard candy shell; a market-first innovation targeting consumers seeking gum-plus-lollipop format treats.
• Zolli PB Cups Peanut butter cups expanding Zolli Candy into the chocolate category; contains nuts (not nut-free unlike most other Zolli products).
• Zolli Gummeez Sugar-free gum in the Zolli Candy product line; not certified kosher unlike other Zolli products.
• Zolli Beanz Sugar-free jelly beans in the Zolli Candy product line using the company's erythritol formulation.

Quantifiable outcome

• Reduces total bacteria counts in the mouth
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• NBC Universal/DreamworkscoreGTM or Marketing Partner · 1 January 2021Zolli Candy partnered with NBC Universal's Dreamworks on the film 'Boss Baby: Family Business.' This was a significant marketing partnership featuring product placement and promotional collaboration around the animated film sequel.
• Michelle Obama/White HouseflagshipGTM or Marketing PartnerZolli Candy sweets were the only candies served at the White House Easter Egg Roll for two consecutive years. Alina Morse was invited by former First Lady Michelle Obama and participated in this prestigious annual event.
• ECRM (ECRM Connect)coreStrategic or Co-development PartnerZolli Candy has participated in ECRM Candy Planning sessions since launch, using the platform for buyer meetings. Many retail relationships originated from ECRM sessions. The company participated in virtual ECRM Connect sessions during the pandemic and has been involved in multiple Candy Planning sessions annually.
• FairecoreChannel Partner/ Reseller/ DistributorZolli Candy partners with Faire wholesale platform to offer resellers discounted first orders, free shipping for one year, and Net 60 payment terms. This enables small retailers to easily stock Zolli products.
• SugarwiseminorOthersZolli Candy products are certified sugar-free by Sugarwise, providing third-party validation of the company's sugar-free claims.
• Whole FoodscoreChannel Partner/ Reseller/ DistributorWhole Foods was Zolli Candy's first major retail stockist. Products are placed in the oral care aisle, aligning with the company's teeth-cleaning positioning.
• Barbara Corcoran (Shark Tank)minorGTM or Marketing PartnerAlina Morse appeared on Shark Tank (episode never aired) and reconnected with Barbara Corcoran on the Dr. Oz show. Corcoran expressed amazement at Alina's business acumen, stating 'This lady does not need advice. She could advise me.'
• Dylan's Candy BarcoreChannel Partner/ Reseller/ DistributorZolli Candy products sold at Dylan's Candy Bar locations, including the Midtown Manhattan store featured in PIX 11 coverage.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• Wholesome Yum: Wholesome Yum is a sugar-free sweetener and recipe brand built around erythritol and allulose. Adjacent (not direct) - serves the same low-carb/keto consumer base and could expand into ready-made confections, making it an enabling/ecosystem comparable rather than a candy competitor.

Emerging players

• Project 7: Project 7 produces low-sugar gummies and chews positioned around dietary goals (Sleep, Immunity, etc.). An emerging better-for-you confectionery brand overlapping with Zolli's allergen-friendly, low-sugar positioning for health-conscious parents.

Direct peers

• SmartSweets: SmartSweets is a leading low-sugar candy brand selling gummies, candy, and sweets positioned as healthier alternatives with dramatically reduced sugar. Direct competition in the better-for-you candy space serving similar keto/diabetic/parent-conscious consumers via DTC and major retailers.
• Dr. John's Candies: Dr. John's produces sugar-free hard candies, lollipops, and gummies using xylitol, with a strong dental-health positioning similar to Zolli's erythritol-based teeth-cleaning claim. Compares closely on product format (lollipops/hard candy) and oral-care merchandising strategy.
• Lily's Sweets: Lily's is a stevia/erythritol-sweetened chocolate and confectionery brand now owned by Mars. Uses the same erythritol sweetener system as Zolli, positioned as no-sugar-added indulgence, and competes for the same better-for-you candy shopper across mainstream retail.
• ICEBREAKER Mints: ICEBREAKER is a sugar-free mints and candy brand owned by Hershey, using sorbitol/mannitol for low-sugar candy formats. Competes with Zolli in the breath-freshening/sugar-free mint-candy category and in similar convenience-store and checkout channels.
• YumEarth Organic Candy: YumEarth makes organic, allergen-friendly gummies, candy, and lollipops sold through Whole Foods, Target, and other natural channels. A direct competitor targeting the same parent/health-conscious shopper with a similar natural-ingredient and allergy-free positioning.

Broad incumbents

• Hershey Sugar-Free: The Hershey Company offers sugar-free versions of mainstream brands (Hershey's, Reese's, etc.). A CPG giant with enormous retailer relationships and trade-spend resources that can quickly expand its sugar-free assortment if the category scales.
• Russell Stover Sugar-Free: Russell Stover is a long-established chocolate and confectionery company (owned by Lindt) with a dedicated sugar-free product line. A scaled incumbent competing for the same diabetic/low-sugar shopper with much larger distribution and production capacity.
• Chocolove Xylitol-Containing Line: Chocolove is a premium chocolate brand that has introduced xylitol-sweetened options. A specialty incumbent in better chocolate with similar dietary-restriction positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/zollipops
• YouTubeyoutube.com/zollicandy
• Facebookfacebook.com/Zollicandy
• Instagraminstagram.com/zollicandy
• Pinterestpinterest.com/zollicandy
• TikToktiktok.com/@zollicandy
• LinkedInlinkedin.com/company/zolli-candy

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zolli Candy