“Obsessed is an understatement.” “Best relationship I’ve ever been in TBH.” “I seriously can’t wait any longer.” In a world where social media can feel overwhelmingly dark, the comments sections for functional, feel-good candy brand Tandy are a bright spot.
Tandy’s CEO Jess Heitz gets it. After attending Wharton for her MBA and holding roles at Clorox and supplements brand OLLY—which Jess helped scale to a household name before a Unilever acquisition—she’s pairing her professional experience with her passion for all things sweet.
Jess explains how to package fun and function into outrageously tasty bites—and why the wall between “candy” and “supplements” needs to come down.
What was the inspiration for Tandy?
We wanted to create sweet treats that not only taste amazing but also do more for you. I am personally obsessed with candy and an avid consumer of supplements and wellness products. The key insight was that we all reach for sweet things when we’re stressed, tired, or needing a treat to lock in to meet a deadline. What if that sweet thing was both sweet AND beneficial?
All the other options out there weren’t cutting it. You had: nostalgic favorites overloaded with sugar, “better-for-you” products that fall flat on flavor or texture, or gummy supplements with only a couple per serving.
Tandy brings these worlds together for a treat that offers a real functional benefit, addressing the real reason you reached for it in the first place. Just enough sugar to taste amazing. A variety of classic, craveable flavors. Perfectly chewy texture—no stickiness was a must! Plus, functional ingredients people want: Stress Relief, Relaxation, Focus, Energy, and now Protein.
What factors coalesced for you and the founders to jump into this market segment?
Tandy’s founders identified three significant trends. First, candy followed the beverage category, moving from full-sugar to diet to better-for-you offerings, and eventually to functional beverages. The last piece missing for candy was functional. Secondly, one of the major complaints about gummy supplements is that you can usually only eat two (though not everyone follows directions). Why not give people the option to eat more? Lastly, people often crave candy because they’re stressed or tired, so it made sense to address the root cause of why we want it.
I had left my prior role with the intention of taking some time off to brush up on my Spanish in Mexico City for a few months, but working with the Tandy team was just too exciting an opportunity to pass up. Fast forward six months—although it felt like a lifetime of work—we launched nationwide at Target this month. For the record, I still went to Mexico City for a month. I am still terrible at Spanish.
Tandy has only been in the market for 18 months. What are the milestones you’re most proud of, and what are your next goals?
So far, we have launched our functional gummies nationwide at Target, including here in SF. After a wild roller coaster of a journey, we’re also selling our protein chocolates NomNoms at Costco in the north-east and at about 600 Target stores nationwide.
We debuted our Protein NomNoms on August 20, 2025, in Salted Caramel Crunch in Costcos across the Northeast. Now, all three flavors—Salted Caramel Crunch, Peanut Buttery Peanut, and Chocolate Dipped Churro—are available nationwide at select Targets. While NomNoms aren’t available in SF Targets just yet, as of September 14, you can buy them online on Target’s website to be shipped to you.
We’ve also completed a brand and packaging optimization and launched our first product collab with iconic supplements brand Bloom. We teamed up to turn their fan-favorite sparkling energy drink flavors into a gummy supplement. You’ll find them in the candy aisle at Target nationwide.
Over the next five years, we’re focused on continuing to expand our brand with new retail partners, innovative formats, and, of course, bold, delicious flavors.
What developments are you most excited about in the consumer packaged goods (CPG) sector?
I’m really excited about where functional snacking is headed. It’s about taking categories and formats we already know and love, and reimagining them with an added benefit—similar to how Poppi and Olipop have completely redefined soda.
You still get that same craveable experience, but now there’s a feel-good reason to grab it. On the flip side, I think product collaborations are such a fun driver of cultural relevance. Those unique, limited-time collabs are going viral because Gen Z and millennials want novelty and shareable moments. They’re not just buying a product, they’re buying into an experience that feels fresh and exciting.
What changes would you like to see in your industry?
I’d love to see greater consumer awareness about functional ingredients. There are so many incredible options out there, but if people don’t understand the benefits, or if it feels complicated, it defeats the purpose of brands offering them in products. Alongside that, I think regulation and transparency could really evolve. Imagine if we had simpler, more standardized labeling across functional foods—it would make the category so much easier to navigate. On a larger scale, I’d love to see the wall between “candy” and “supplements” come down. People shouldn’t have to choose between fun and function. Why can’t we have both in the same outrageously delicious bite?
How do you define success?
I think success, whether as an individual or a company, is leaving things better than you found them. When you see something that needs to be fixed, addressed, or changed, don’t just say something, DO something. Dive in. Roll up your sleeves. Make things incrementally better every day.
Tell us why you joined CANOPY.
We joined in January 2024. Best decision ever! We have a small office and are holding down the fort at the Jackson Square location with all our favorite CANOPY members, most notably our furry friend and honorary mascot, Ollie, who has been our therapy dog through all the ups and downs of start-up life. (Thank you for sharing him, Justin!)
While our furry friends (shout-out to Ollie & Kuki!) are a major highlight, the best part has been the people. The Canopy team has been beyond incredible. Raden, Aimee, and Tobi are always around with a friendly face, warm hug, or helpful hand. They feel like family at this point and have made this past year and a half at CANOPY so memorable. It feels like they’re genuinely rooting for us every step of the way. Their support is so comforting and energizing. We have also enjoyed meeting people at the monthly lunches, especially when the sun is shining and we have a free minute to sit on the patio.
Have you been able to share Tandy products with your fellow Members?
Our honorary coworkers are always game to taste-test new products, which makes it feel like we have a built-in focus group right outside the door. For a team that’s all about bold flavors, getting real-time feedback (and plenty of unfiltered opinions), that’s been huge. The vibe is creative, supportive, and just makes work a lot more fun.
We’re excited to showcase how the CANOPY community’s feedback has shaped Tandy’s final products when we pop up at CANOPY locations this month.
What single piece of advice would you give to someone wanting to enter the CPG market?
Buckle up! Just kidding. Sort of. There will be many late nights, tears, and countless “wtf” moments, but if you surround yourself with incredible people, then the journey will absolutely be worth it.
What’s the most valuable insight you’ve ever received?
Being good enough to be dangerous at a lot of things is often more powerful than being a subject matter expert in one thing.
Do you think there’s a skill everyone should master?
Embracing change—around us and within us. It often isn’t easy, but if we can lean into the discomfort, it will become an invaluable strength.
What’s your greatest source of inspiration?
I love to travel and get so much flavor, format, and design inspiration from visiting other countries. Unsurprisingly, my favorite souvenir to bring back is always a selection of local sweets.
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Follow Jess on Linkedin. Follow Tandy on Linkedin, on Instagram @crave_tandy and on TikTok @crave_tandy.