Wiley Wallaby

What Wiley Wallaby does

Wiley Wallaby is a gourmet licorice confectionery brand that produces soft and chewy licorice products across multiple format and flavor categories. The portfolio spans four core lines — Soft & Chewy (Classic Red, Watermelon, Green Apple, Hot Cinnamon, Blasted Berry, Huckleberry, Blueberry Pomegranate, Classic Black), Grab & Go minis (Classic Red Minis, Watermelon Minis, Sourrageous Drops Minis), Licorice Candies with candy shells (Sourrageous Drops, Fruitrageous Drops, Black Licorice Beans, Allsorts), and a health-focused 1G Sugar/Gluten Free line sweetened with allulose and stevia — supplemented by seasonal limited editions. The brand is positioned as a better-for-you alternative, with products that are fat-free, contain no dairy or high fructose corn syrup, and carry vegan, kosher, and sustainable palm oil certifications.

The company is the consumer-facing brand of Kenny's Candy & Confections, Inc., a third-generation family-owned confectionery group that operates under the KLN Enterprises / KLN Family Brands umbrella headquartered in Perham, Minnesota. Wiley Wallaby sells through a direct-to-consumer e-commerce storefront (shop.wileywallaby.com), the Amazon Marketplace, and physical retail locations across the United States with a published store locator. Revenue is generated through one-time consumer purchases with no disclosed enterprise contracts or B2B distribution agreements. The company maintains an active social media presence on Facebook, with campaigns focused on Amazon promotions, seasonal gifting (Father's Day, summer snacks), and brand engagement hashtags.

The brand is currently exposed to a consumer class action lawsuit (Trammell v. KLN Enterprises) that survived a Ninth Circuit appeal in 2025, in which plaintiffs allege that 'Naturally Flavored' and 'Free of Artificial Flavors' claims on the Very Berry licorice product are misleading because the product contains synthetically produced D-malic acid. This regulatory exposure represents a material risk to the brand's 'natural' positioning and is a key consideration for any acquirer or investor.

Name

Wiley Wallaby

Legal name

Kenny's Candy & Confections, Inc.

Website

https://wileywallaby.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Wiley Wallaby is a gourmet licorice brand owned by KLN Enterprises (Kenny's Candy & Confections, Inc.) that produces soft and chewy, fat-free, vegan, and kosher licorice products across multiple flavor and format categories, selling to individual consumers via DTC e-commerce, Amazon, and U.S. physical retail.

Ownership category

akta.pro rank

Headquarters

HQ city

Perham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: Revenue generated through direct sales of Wiley Wallaby gourmet licorice products to consumers via the company's e-commerce storefront (shop.wileywallaby.com) and Amazon marketplace listings.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Wiley Wallaby manufactures and sells soft and chewy gourmet licorice candies in multiple formats and flavors, including traditional ropes (Classic Red, Watermelon, Green Apple, Hot Cinnamon, Blasted Berry, Huckleberry, Blueberry Pomegranate, Classic Black), bite-sized minis, candy-shelled varieties such as Sourrageous Drops and Black Licorice Beans, and a reduced-sugar / gluten-free line sweetened with allulose and stevia. Products are positioned as fat-free, with no dairy, no high fructose corn syrup, and select vegan, kosher, and gluten-free certifications, sold to consumers through the company's own e-commerce site, Amazon, and U.S. retail.

Product overview

Wiley Wallaby is a gourmet licorice company offering a diversified portfolio of soft and chewy licorice products across multiple formats and flavor varieties. The core product line includes Soft & Chewy licorice in traditional and fruity flavors (Classic Red, Watermelon, Green Apple, Hot Cinnamon, Blasted Berry, Huckleberry, Blueberry Pomegranate, Classic Black), Grab & Go mini bite formats, Licorice Candies with candy shells (Sourrageous Drops, Fruitrageous Drops, Black Licorice Beans, Allsorts), and a health-focused 1G Sugar/Gluten Free line sweetened with allulose and stevia. Seasonal and Limited Edition offerings include Lemonade and Original Fruits. All products are characterized by being fat free, with no dairy and no high fructose corn syrup in fruit flavors. The company positions itself as a better-for-you candy alternative emphasizing quality ingredients and responsible sourcing.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Red Licorice Soft and chewy gourmet licorice with natural strawberry flavor. Fat free, contains less sugar, no dairy, and no high fructose corn syrup.
• Watermelon Licorice Soft and chewy gourmet watermelon flavored licorice with burst of fruit taste.
• Green Apple Licorice Soft and chewy gourmet green apple flavored licorice with blasting fruit taste.
• Hot Cinnamon Licorice Soft and chewy gourmet hot cinnamon flavored licorice with intense cinnamon flavor. Fat free with no dairy or high fructose corn syrup.
• Blasted Berry Licorice A mix of huckleberry, blueberry pomegranate, and triple berry flavored soft and chewy licorice. Fat free with no dairy or high fructose corn syrup.
• Huckleberry Licorice Soft and chewy gourmet licorice with natural huckleberry flavor.
• Blueberry Pomegranate Licorice Soft and chewy gourmet licorice with natural blueberry pomegranate flavor.
• Classic Black Licorice Soft and chewy gourmet classic black licorice. Fat free with no dairy.
• Lemonade Licorice (Limited Edition) Soft and chewy gourmet lemonade flavored licorice. Fat free with no dairy or high fructose corn syrup. Limited seasonal edition.
• Original Fruits Licorice (Limited Edition) A mix of strawberry, green apple, and watermelon flavored soft and chewy licorices. Limited seasonal edition.
• Classic Red Minis Mini bite-sized strawberry flavored licorice pieces in a portable grab-and-go format.
• Watermelon Minis Mini bite-sized watermelon flavored licorice pieces in a portable grab-and-go format.
• Sourrageous Drops Minis Mini sour licorice drops with candy shell in watermelon, green apple, and lemon flavors. Soft inside, crunchy outside.
• Sourrageous Drops Sour licorice with a candy shell. Soft inside, crunchy outside with fruity flavors including watermelon, green apple, and lemon.
• Fruitrageous Drops Fruity licorice with a candy shell. Soft inside, crunchy outside with fruity flavors.
• Black Licorice Beans Soft and chewy black licorice inside with a crunchy candy shell. Less sugar, fat free with no dairy.
• Allsorts Assorted licorice candies with various colors, shapes, and textures. Fat free with no dairy or high fructose corn syrup.
• 1G Very Berry Licorice Low sugar, gluten free licorice sweetened with allulose and stevia. Contains only 1 gram of sugar with no gluten, dairy, or high fructose corn syrup. Natural strawberry and raspberry flavored.
• 1G Watermelon Licorice Low sugar, gluten free licorice sweetened with allulose and stevia. Contains only 1 gram of sugar with no gluten, dairy, or high fructose corn syrup.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Mondelez International: Global snacking giant owning Sour Patch Kids, Swedish Fish, Trident, and a portfolio of chewy/sour brands. Comparable as a broad incumbent in chewy confectionery whose sour-format brands (Sour Patch) directly overlap Wiley Wallaby's Sourrageous and Fruitrageous drops.
• Mars, Inc. Private global confectionery leader behind Skittles, Starburst, and Life Savers Gummies. Comparable as a broad incumbent with chewy/fruit-format brands that share Wiley Wallaby's flavor-driven, fat-free-style positioning and compete for the same checkout and impulse shelves.
• Just Born, Inc. Third-generation, family-owned US confectionery manufacturer of Mike and Ike, Hot Tamales, Goldenberg's Peanut Chews, and Peeps. Comparable because of the family-owned, multi-format chewy-candy structure and US retail distribution model that mirrors Wiley Wallaby's KLN parent setup.
• The Hershey Company: Owns Twizzlers, the dominant US mass-market licorice brand, alongside a large confectionery portfolio (Reese's, Hershey's, Jolly Rancher). Comparable because Hershey defines the price/promo landscape Wiley Wallaby competes against in every US grocery and convenience channel.
• Ferrara Candy Company: Large US private confectionery platform (Trolli, Brach's, Lemonheads, Red Hots, Now and Later). Comparable as a private, multi-brand chewy/sour candy peer with overlapping format coverage (gummies, drops, sours) and similar go-to-market across US grocery, mass, and convenience.

Direct peers

• Storck (Mamba): German family-owned confectionery maker of Mamba fruit chews and Toffifee. Comparable to Wiley Wallaby on chewy, strip-format, fruit-flavored confectionery with single-brand focus, family ownership, and a better-for-you perception relative to US mass-market candy.
• Haribo: German-founded gummy and chewy candy manufacturer (Gold-Bears, Twin Snakes, Sour Gold-Bears). Comparable to Wiley Wallaby on chewy-confectionery format, family-ownership heritage, and multi-format product architecture (ropes, minis, drops).
• American Licorice Company: US manufacturer of Red Vines, the leading direct competitor to Wiley Wallaby in the soft, twisted-licorice category. Headquartered in California with comparable SKU formats and retail distribution, making it the closest 1:1 benchmark for Wiley Wallaby.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WileyWallaby
• Xx.com/wileywallaby
• LinkedInlinkedin.com/company/wiley-wallaby

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 Wiley Wallaby