{"id":22233,"date":"2026-10-29T00:04:03","date_gmt":"2026-10-29T00:04:03","guid":{"rendered":"https:\/\/imsfund.com\/?p=22233"},"modified":"2026-10-29T00:04:03","modified_gmt":"2026-10-29T00:04:03","slug":"unreal-candy-ceo-shares-the-sweet-science-of-scaling","status":"publish","type":"post","link":"https:\/\/imsfund.com\/index.php\/2026\/10\/29\/unreal-candy-ceo-shares-the-sweet-science-of-scaling\/","title":{"rendered":"Unreal Candy CEO Shares the Sweet Science of Scaling"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Who can take a sunrise, sprinkle it with dew, cover it with chocolate and a miracle or two? The candy man can, and this time, the candy man is Kevin McCarthy, CEO of <a href=\"https:\/\/unrealsnacks.com\/\" target=\"_blank\" rel=\"noopener\">Unreal Snacks<\/a>.<\/p>\n<p>Kevin\u2019s story is a great one for anyone who thinks they need the \u201cright\u201d r\u00e9sum\u00e9 to succeed. He joined Unreal in 2014 at 22, fresh off a congressional campaign, with zero food experience. He was one of three employees. Today, Unreal is the largest better-for-you chocolate brand in America, sold in 35,000 stores across the U.S. and Canada.<\/p>\n<p>Kevin joined me on <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/how-success-happens\/id1288418637\" target=\"_blank\" rel=\"noopener\">How Success Happens<\/a> (where I ate an embarrassing amount of peanut butter cups on camera), and I\u2019ve broken down 5 bite-sized success tips from our conversation to help give your career a sugar rush.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-listen-here\">Listen here<\/h2>\n<p><iframe loading=\"lazy\" frameborder=\"0\" height=\"200\" scrolling=\"no\" src=\"https:\/\/playlist.megaphone.fm?e=EML6431640713\" width=\"100%\"><\/iframe><\/p>\n<p><strong>Subscribe now:\u00a0<a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/how-success-happens\/id1288418637\" target=\"_blank\" rel=\"noopener\">Apple<\/a>\u00a0|<a href=\"https:\/\/open.spotify.com\/show\/7zAcFs6B1nwjGXPTpK6gPB?si=Kh-jG4ZZS_u0V92JhcsTvQ&amp;nd=1&amp;dlsi=1b7da5539ac742f3\" target=\"_blank\" rel=\"noopener\">\u00a0Spotify<\/a>\u00a0|<a href=\"https:\/\/www.youtube.com\/@EntrepreneurPodcasts\" target=\"_blank\" rel=\"noopener\">\u00a0YouTube<\/a><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-sometimes-the-smartest-move-is-shrinking\">Sometimes the Smartest Move Is Shrinking<\/h2>\n<p>Unreal launched in 2011 and exploded fast, but the infrastructure wasn\u2019t there to support it. \u201cThe company used to be in 34,000 stores,\u201d Kevin says. When he arrived, it relaunched in just 38. \u201cWe were trying to do way too much way too quickly, and we weren\u2019t learning at an appropriate pace.\u201d The fix was going small, nailing the basics, and climbing back one step at a time.<\/p>\n<p><strong>Takeaway:<\/strong> If growth is outpacing your learning, slow down until you\u2019ve mastered a smaller version of your business.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h2 class=\"wp-block-heading\" id=\"h-the-first-bite-is-your-real-marketing-plan\">The First Bite Is Your Real Marketing Plan<\/h2>\n<p>Kevin believes a healthier product only works if it delivers on pleasure. \u201cThe bite is the moment of truth,\u201d he says. \u201cWhen you have a big name like Unreal, you need to deliver on the taste.\u201d That obsession drives Unreal\u2019s high repeat-purchase rate, and its loyal customers have become what Kevin calls \u201cthe best marketing engine of anything.\u201d<\/p>\n<p><strong>Takeaway:<\/strong> Before you spend a dollar on ads, make sure your product earns a second purchase on its own.<\/p>\n<p><strong><a href=\"https:\/\/info.entrepreneur.com\/hsh?__hstc=229039816.b16cd6a00fb40a8f2353e01d34203bc1.1779896349804.1793201834658.1793214333424.237&amp;__hssc=229039816.3.1793214333424&amp;__hsfp=c84e69eb981c60afda4c04f2272cc04d\" target=\"_blank\" rel=\"noopener\">Subscribe to the free\u00a0How Success Happens\u00a0Newsletter<\/a>\u00a0for weekly inspiration.<\/strong><\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h2 class=\"wp-block-heading\" id=\"h-give-your-team-a-perk-that-makes-them-smarter\">Give Your Team a Perk That Makes Them Smarter<\/h2>\n<p>Unreal has an unlimited chocolate policy: employees can buy as much chocolate as they want, from Unreal and its competitors, then report back on taste and shelf presence. \u201cWe\u2019ll do close to a ton of chocolate this year,\u201d Kevin says. The result is lively internal debates, like testing thousands of samples to decide whether a peanut butter center should be gritty, crunchy or smooth. Everyone gets a voice, \u201cbut then we pick a path and we move forward.\u201d<\/p>\n<p><strong>Takeaway:<\/strong> Design perks that turn your employees into sharper students of your market.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h2 class=\"wp-block-heading\" id=\"h-good-surprises-are-dangerous-too\">Good Surprises Are Dangerous Too<\/h2>\n<p>Kevin\u2019s leadership philosophy centers on staying level. \u201cYou can never get too excited. You can never get too down.\u201d He goes further: \u201cI don\u2019t like surprises that are bad. I also don\u2019t like surprises that are good because we\u2019re probably not prepared for them.\u201d Landing a big retailer like Costco is worth celebrating, but it also means \u201cnow you gotta succeed.\u201d<\/p>\n<p><strong>Takeaway:<\/strong> Treat every big win as the start of a new to-do list, not a finish line.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h2 class=\"wp-block-heading\" id=\"h-think-massive-act-one-step-at-a-time\">Think Massive, Act One Step at a Time<\/h2>\n<p>For the person in their kitchen whose friends keep saying \u201cyou should sell this,\u201d Kevin says to start by being clear about who you serve and why your product is different. Dream about building a massive, well-loved brand, but be ready for the unglamorous work and the near-failures. \u201cYou\u2019re gonna take step one, but there\u2019s gonna be step two million someday down the road.\u201d<\/p>\n<p><strong>Takeaway:<\/strong> Write down exactly who your product is for, then take the very next step toward reaching them.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h2 class=\"wp-block-heading\" id=\"h-learn-more\"><strong>Learn More<\/strong><\/h2>\n<p>Load up on Unreal candy at <a href=\"https:\/\/unrealsnacks.com\/\" target=\"_blank\" rel=\"noopener\">unrealsnacks.com<\/a> or at major retailers including Costco, Target and Whole Foods. And follow the brand on Instagram at <a href=\"https:\/\/www.instagram.com\/unreal.snacks\/\" target=\"_blank\" rel=\"noopener\">@unreal.snacks<\/a>. <\/p>\n<p>Want to go deeper on the topics Kevin covered? Check out these stories on Entrepreneur.com:<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h2 class=\"wp-block-heading\"><strong>About How Success Happens<\/strong><\/h2>\n<p>Each episode of <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/how-success-happens\/id1288418637\" target=\"_blank\" rel=\"noopener\">How Success Happens<\/a> shares the inspiring, entertaining, and unexpected journeys that influential leaders in business, the arts, and sports traveled on their way to becoming household names. It\u2019s a reminder that behind every big-time career, there is a person who persisted in the face of self-doubt, failure, and anything else that got thrown in their way.<\/p>\n<\/p><\/div>\n<div>\n<p>Who can take a sunrise, sprinkle it with dew, cover it with chocolate and a miracle or two? The candy man can, and this time, the candy man is Kevin McCarthy, CEO of <a href=\"https:\/\/unrealsnacks.com\/\" target=\"_blank\" rel=\"noopener\">Unreal Snacks<\/a>.<\/p>\n<p>Kevin\u2019s story is a great one for anyone who thinks they need the \u201cright\u201d r\u00e9sum\u00e9 to succeed. He joined Unreal in 2014 at 22, fresh off a congressional campaign, with zero food experience. He was one of three employees. Today, Unreal is the largest better-for-you chocolate brand in America, sold in 35,000 stores across the U.S. and Canada.<\/p>\n<p>Kevin joined me on <a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/how-success-happens\/id1288418637\" target=\"_blank\" rel=\"noopener\">How Success Happens<\/a> (where I ate an embarrassing amount of peanut butter cups on camera), and I\u2019ve broken down 5 bite-sized success tips from our conversation to help give your career a sugar rush.<\/p>\n<\/p><\/div>\n<p><script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><br \/>\n<br \/><br \/>\n<br \/><a href=\"https:\/\/www.entrepreneur.com\/business-news\/this-company-gives-employees-an-unlimited-candy-buying-perk-heres-why-that-is-healthy-for-business\" target=\"_blank\" rel=\"noopener\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Who can take a sunrise, sprinkle it with dew, cover it with chocolate and a miracle or two? The candy man can, and this time, the candy man is Kevin McCarthy, CEO of Unreal Snacks. Kevin\u2019s story is a great one for anyone who thinks they need the \u201cright\u201d r\u00e9sum\u00e9 to succeed. He joined Unreal [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":22234,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"fifu_image_url":"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/10\/HSH_CMS_Kevin-Mcarthy-2.png","fifu_image_alt":"","footnotes":""},"categories":[9],"tags":[],"class_list":["post-22233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts\/22233","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/comments?post=22233"}],"version-history":[{"count":1,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts\/22233\/revisions"}],"predecessor-version":[{"id":22235,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/posts\/22233\/revisions\/22235"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/media\/22234"}],"wp:attachment":[{"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/media?parent=22233"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/categories?post=22233"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imsfund.com\/index.php\/wp-json\/wp\/v2\/tags?post=22233"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}