Candy doesn’t just have to be yummy; it also has to be fun. Lucky for us, branding and packaging often significantly contribute to the joy of munching on sweets.

A lot of better-for-you sweets tend to fall short in the fun department. Brands in this rising space have tried to distance themselves from conventional candies full of artificial ingredients and heaps of sugar that sucked all the kid appeal from their presentation, emphasizing what makes them different and forgetting to retain the joy of their confectionary predecessors.