Max Sweets
Max Sweets is a family-owned Boulder, Colorado food company that makes sugar-free, keto, diabetic-friendly, and vegan marshmallows and chocolates with functional ingredients like collagen, MCT oil, and prebiotic fiber, selling direct-to-consumer via Shopify, through Walmart, Amazon, and wholesale channels to health-conscious, diabetic, keto, and vegan consumers.
- Company typePrivate
- Founded2005
- HeadquartersLafayette, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Max Sweets does
Max Sweets is a privately held, family-owned functional food company that manufactures and sells sugar-free, keto, diabetic-friendly, and vegan marshmallows and chocolates. Founded by Shari Leidich and her son Owen Leidich after Shari's Multiple Sclerosis diagnosis and Owen's Crohn's disease diagnosis, the company operates from Boulder, Colorado with a team of 1-10 employees and is bootstrapped with no external institutional funding. The company was previously known as Know Brainer Foods before rebranding to Max Sweets.
The product portfolio spans three core lines: Zero Sugar Max Mallows (six flavors including Classic Vanilla, Burnt Caramel, Birthday Cake, Cinnamon Toast, Caffeinated Lightning Vanilla, and Mint Chip) infused with grass-fed collagen, prebiotic fiber, and MCT oil and sweetened with a proprietary trade-secret blend of Birch Xylitol, Monk fruit, and Erythritol; Honey Max Mallows (four flavors) sweetened with wildflower honey and collagen; and Vegan Max Mallows (three flavors) using pea protein and prebiotic fiber. The company also sells zero-sugar dark chocolate products including mini chips and candy-coated YumYums. Products are formulated for zero net carbs, keto, diabetic, celiac, and Atkins compatibility, with approximately 5g collagen per serving in the Zero Sugar line.
Max Sweets generates revenue through direct-to-consumer e-commerce on a Shopify storefront with one-time and subscription purchasing (up to 25% subscription discount, free shipping over $55, monthly to quarterly cadences), supplemented by wholesale distribution to retailers including Walmart, marketplace presence on Amazon, and an affiliate program. Pricing ranges from $6.99-$7.49 per individual bag to $18.99-$58.50 for curated and build-your-own bundles. Marketing relies on content (health and recipe blogs, email newsletter) and social channels (Instagram, Facebook, Pinterest, TikTok) plus earned-media partnerships such as the 2024 Poosh Camp Poosh Coachella activation. The company won the NOSH 19' industry award and maintains a 99% five-star customer review rate across 728 reviews, indicating strong product-market fit within its niche functional confectionery category.
Max Sweets firmographics
Firmographics- Name
- Max Sweets
- Legal name
- Max Sweets
- Website
- https://myknowbrainer.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Max Sweets is a family-owned Boulder, Colorado food company that makes sugar-free, keto, diabetic-friendly, and vegan marshmallows and chocolates with functional ingredients like collagen, MCT oil, and prebiotic fiber, selling direct-to-consumer via Shopify, through Walmart, Amazon, and wholesale channels to health-conscious, diabetic, keto, and vegan consumers.
- Ownership category
- akta.pro rank
Max Sweets industry classification
Industry- Product category
- Functional Confectionery
- NAICS
- Sugar and Confectionery Product Manufacturing (3113), Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industries
- Online Bakery & Desserts Delivery (CRAHAIAK), Sweetener Blends & Systems (Bulk + HIS Blends, Customized Sweetening Systems) (AFAJAAAO)
Keywords
Where Max Sweets is headquartered
LocationHeadquarters
- HQ city
- Lafayette
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Max Sweets business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Direct E-commerce Product Sales: Direct-to-consumer sales through the company's Shopify e-commerce platform. Customers purchase individual products or bundles at listed retail prices. One-time purchase option available for all products.
- Subscription Revenue: Subscription model offering recurring deliveries with discounts up to 25%. Customers can choose delivery frequency (monthly, every 2 months, every 3 months) and receive free shipping on subscriptions. No minimum commitment required.
- Wholesale Distribution: Wholesale channel for retailers and third-party sellers. Products also available at Walmart as mentioned in customer reviews.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Product Pricing - Marshmallows |
| Unit Pricing | Pay-as-you-go | Individual Product Pricing - Chocolates |
| Subscription | Monthly | Bundle Product Pricing - Build Your Own 6 Pack |
| Unit Pricing | Pay-as-you-go | Variety Bundles |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Max Sweets product offering
Product offeringCore offering
Max Sweets manufactures and sells sugar-free, keto-friendly, vegan, and honey-sweetened marshmallows and chocolates through direct-to-consumer e-commerce. Products are formulated with a proprietary sweetener blend of Birch Xylitol, Monk fruit, and Erythritol, and infused with functional ingredients including approximately 5g grass-fed bovine collagen per serving, prebiotic fiber, and MCT oil to deliver zero net carb nutrition.
Product overview
Max Sweets is a family-run functional food company offering sugar-free, low-carb, and keto-friendly marshmallows and chocolates. The product portfolio consists of three core product lines: Zero Sugar Max Mallows (sugar-free marshmallows with collagen, MCT oil, and prebiotic fiber in 6 flavors), Honey Max Mallows (wildflower honey-sweetened mini marshmallows with grass-fed collagen in 4 flavors), and Vegan Max Mallows (plant-based marshmallows with pea protein and prebiotic fiber in 3 flavors). The Zero Sugar Chocolates line includes dark chocolate mini chips and candy-coated YumYums. Customers can purchase individual products, build custom bundles (6 or 9 bags), or choose from pre-curated variety packs. A subscription service offers recurring deliveries with up to 25% savings and free shipping. The company was founded by Shari and Owen Leidich, a mother-son duo, and is headquartered in Boulder, Colorado.
Differentiator
Problem solved
Functional benefit
Products and services
- Zero Sugar Max Mallows Sugar-free marshmallows available in Classic Vanilla, Burnt Caramel, Birthday Cake (with glitter), Cinnamon Toast, Caffeinated Lightning Vanilla, and Mint Chip flavors. Sweetened with a proprietary blend of Birch Xylitol, Monk fruit, and Erythritol and infused with grass-fed collagen, prebiotic fiber, and MCT oil. Keto-friendly and diabetic-friendly, priced at $7.49 per bag.
- Honey Max Mallows Mini marshmallows sweetened exclusively with wildflower honey and containing grass-fed collagen protein. Available in Very Vanilla, Bold Blueberry, Honey Hot Stuff, and Honey Vanilla flavors. Provides amino acids, minerals, and gut-friendly benefits with approximately 2g protein per serving and 45 calories per serving, priced at $6.99 per bag.
- Vegan Max Mallows Plant-based marshmallows free of alcohol sugars and sugar, fueled with pea protein, prebiotic fiber, and MCT oil. Available in Vegan Classic Vanilla, Vegan Burnt Caramel, and Vegan Huckleberry flavors. Suitable for vegan, Atkins, Paleo, and diabetic diet-friendly consumers, priced at $7.49 per bag.
- Zero Sugar Chocolates Zero-sugar dark chocolate products including Dark Chocolate Sugar-Free Mini Chips ($6.99) and Dark Chocolate Sugar-Free YumYums candy-coated chocolates ($7.99). Vegan, keto-friendly, and non-GMO. Sugar-Free Dark Chocolate Duo bundle available at $12.50.
- Build Your Own Bundle Customizable bundle allowing customers to pick 6 or 9 bags of their favorite marshmallow flavors and chocolates, offering savings of 10-25% off individual prices. One-time purchase: $39.99 for 6-pack or $58.50 for 9-pack.
- Sugar-Free Dark Chocolate Duo Bundled offering of dark chocolate mini chips and dark chocolate YumYums for bakers and consumers seeking sugar-free chocolate options. Priced at $12.50 per duo bundle.
- Sugar-Free Marshmallow and Dark Chocolate Bakers Bundle Curated bundle combining marshmallows and dark chocolate chips designed specifically for low-carb and keto baking recipes. Priced at $18.99 per baking bundle.
- Best Sellers Variety 6 Pack Pre-selected variety pack featuring top-selling marshmallow flavors in a 6-pack bundle. Priced at $39.99 per 6-pack.
- Honey Lovers Variety Pack Curated variety pack featuring multiple honey-flavored marshmallow options for honey enthusiasts. Priced at $38.99 per variety pack.
- Subscription Service Recurring delivery subscription with no minimum commitment, allowing customers to skip, reschedule, edit, or cancel deliveries anytime. Subscription options available for 1-month, 2-month, and 3-month delivery intervals with increasing discount tiers up to 25% savings (Monthly $29.99, Every 2 months $31.99, Every 3 months $33.99 for Build Your Own 6 Pack) and free shipping.
Quantifiable outcome
- Products contain approximately 5g grassfed bovine collagen per serving
- +2 more outcomes
Companies that use Max Sweets
Customer profileNamed customers1 record
Segments5 records
Ideal customer profiles5 records
Max Sweets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Max Sweets partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Max Sweets competitors and assessment
Company assessmentDirect peers
- ChocZero: Direct-to-consumer sugar-free chocolate and syrup brand using monk fruit and stevia. Closely comparable to Max Sweets in target customer (keto/diabetic), proprietary low-glycemic formulation, and Shopify-led DTC model.
- Lakanto: Sells monk fruit-based sweeteners and sugar-free baking/confectionery products to keto consumers. Comparable in proprietary natural sweetener positioning, multi-channel retail (including Amazon), and health-focused brand storytelling.
- SmartSweets: Low-sugar candy brand targeting health-conscious consumers with DTC subscriptions and retail expansion. Comparable product category (better-for-you confectionery) and gtm_motion (DTC + mass retail like Walmart and Target).
- Lily's Sweets: Stevia-sweetened chocolate brand owned by The Hershey Company. Comparable in sugar-free confectionery positioning for keto/low-carb consumers, with much broader retail distribution.
- Wholesome Yum: Keto sweetener and baking brand offering sugar-free chocolate and confectionery ingredients. Comparable proprietary sweetener blends, keto consumer focus, and recipe-driven content marketing strategy.
- Dr. John's Healthy Sweets: Sugar-free and no-sugar-added candy brand sold via DTC and retail. Comparable in zero-sugar confectionery category, niche challenger positioning, and health-focused founder narrative.
- Keto and Co: Keto-focused brand offering low-carb confectionery and baking products using alternative sweeteners. Comparable keto consumer targeting and DTC-led distribution.
Emerging players
- Zolli Candy: Sugar-free candy brand sold through DTC, Amazon, and retail. Comparable in zero-sugar positioning targeting parents and health-conscious consumers, though focused more on everyday candy formats than marshmallows.
Broad incumbents
- Russell Stover Sugar Free: Established mass-market sugar-free chocolate maker with broad retail distribution. Comparable sugar-free confectionery category but with traditional retail scale and legacy brand positioning.
Regional players
- All-u-Lose: European sugar-free confectionery brand using allulose and erythritol. Comparable in sugar-free marshmallow and candy formats serving diabetic/keto consumers, though primarily distributed outside the US.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Max Sweets social profiles
Digital presenceMax Sweets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Max Sweets leadership team
Management profileNumber of profiles
Profiles2 records
Max Sweets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Max Sweets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Max Sweets
What does Max Sweets do?
Max Sweets manufactures and sells sugar-free, keto-friendly, vegan, and honey-sweetened marshmallows and chocolates through direct-to-consumer e-commerce. Products are formulated with a proprietary sweetener blend of Birch Xylitol, Monk fruit, and Erythritol, and infused with functional ingredients including approximately 5g grass-fed bovine collagen per serving, prebiotic fiber, and MCT oil to deliver zero net carb nutrition.
Is Max Sweets a public or private company?
Max Sweets is a private company. It is classified as family owned and is currently operating.
When was Max Sweets founded?
Max Sweets was founded in 2005. It employs 1 to 10 people.
Where is Max Sweets based?
Max Sweets is headquartered in Lafayette, United States, in the North America region.
How does Max Sweets make money?
Three revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are subscription Revenue and wholesale Distribution.
Who are Max Sweets's main competitors?
Direct peers on record are ChocZero, Lakanto, SmartSweets, Lily's Sweets, Wholesome Yum, Dr. John's Healthy Sweets and Keto and Co. Zolli Candy is listed as an emerging player. Russell Stover Sugar Free is listed as a broad incumbent. All-u-Lose is listed as a regional player.
Does Max Sweets have an API?
No public API is recorded for Max Sweets.
What industry is Max Sweets in?
Max Sweets's product category is Functional Confectionery. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of CRAHAIAK, Online Bakery & Desserts Delivery. Its NAICS code is 3113 and its SIC code is 2060.