Tastee Apple Buys Viral Phenom Art of Sucre in Strategic Deal

NEWCOMERSTOWN, OH – February 09, 2026 – In a move that bridges generational divides in the confectionery industry, the half-century-old Tastee Apple Inc. has announced its acquisition of the viral cotton candy sensation, Art of Sucre LLC. The deal unites one of America's most established seasonal treat makers with a digitally native brand that captured the national imagination through social media, signaling a significant strategic pivot toward year-round, experiential products.

The acquisition brings Art of Sucre, famous for its signature Cotton Candy Glitter Bombs that dissolve spectacularly in drinks, under the umbrella of a company renowned for its high-quality caramel apples for over five decades. Both Ohio-based companies frame the partnership as a fusion of strengths, combining Tastee Apple's robust manufacturing and nationwide distribution network with Art of Sucre's proven innovation and massive online engagement. Financial terms of the transaction, which closed in late 2025, were not disclosed.

A Sweet Blend of Tradition and Trend

For more than 50 years, Tastee Apple Inc. has been a cornerstone of the fall season for millions of Americans. Founded in 1974 by the Hackenbracht family, the company built a formidable reputation on quality, becoming the only company in its sector to achieve Safe Quality Food Institute certification. From its Newcomerstown facility, it has sold over 250 million caramel apples, perfecting a seven-step process to ensure only the best apples make it to store shelves in major retailers like Walmart and Giant Eagle.

However, the brand's success has been largely tied to a seasonal window. For years, the company has been searching for a way to extend its market presence. "For the past several years, I have been searching for a product that would help take us [Tastee Apple] to the next level from both a year-round offerings perspective as well as innovation," said Chad Hackenbracht, president of Tastee Apple.

That product has arrived in the form of Art of Sucre. Founded in 2016 by entrepreneur Emily Harpel, Art of Sucre began as a high-end cotton candy service for events, offering a chic, modern take on the classic carnival treat. The business was forced into a dramatic pivot during the 2020 pandemic, shifting from live events to an e-commerce model focused on consumer packaged goods. This shift, combined with a savvy social media strategy, proved to be a catalyst for explosive growth.

The Power of a Viral Sensation

Art of Sucre’s ascent is a masterclass in modern digital marketing. Founder Emily Harpel leveraged platforms like TikTok to create a direct connection with consumers, growing her personal following to over 1.3 million. Videos showcasing the mesmerizing "Glitter Bombs" and offering a behind-the-scenes look at the business routinely went viral. One particularly successful video, showing a friend spinning cotton candy in a wedding dress, amassed over 26 million views and was a key moment that put the brand on the map.

This online fame translated into tangible business success and cultural cachet. Art of Sucre's products became must-have items for parties, weddings, and everyday moments of indulgence. The brand's elevated aesthetic attracted high-profile collaborations with giants like Barbie, American Girl, Kate Spade, and Kendall Jenner's 818 Tequila, solidifying its status as a premium, trend-setting confectioner. The acquisition by Tastee Apple is the culmination of this rapid, digitally-fueled journey from a local events business to a nationally recognized brand.

To ensure the brand's creative spark remains, Harpel will stay on as Chief Brand Officer. Her role will be critical in guiding product innovation and social storytelling, maintaining the unique voice that built a loyal, highly engaged community. "This partnership allows both of our brands to do what we do best, create moments of magic,” Harpel stated.

Capturing the New Wave of Indulgence

The acquisition is more than just a business transaction; it's a reflection of deep-seated shifts in consumer behavior within the multi-billion dollar confectionery market. Today's consumers are increasingly seeking "affordable luxuries"—premium, high-quality products that offer a multi-sensory experience. Art of Sucre's glitter bombs, which add sparkle and flavor to beverages, are a prime example of this trend, transforming a simple drink into a shareable, Instagram-worthy event.

Industry analysis shows the global premium confectionery market is on a significant upward trajectory, projected to more than double by 2033. This growth is driven by a demand for artisanal, innovative, and visually appealing treats. Furthermore, the beverage enhancer market, which Art of Sucre’s products tap into, is itself a booming category valued at nearly $3 billion. By acquiring Art of Sucre, Tastee Apple is not just buying a company; it is buying a foothold in the future of indulgence.

The move allows the legacy company to instantly diversify its portfolio, moving beyond the traditional candy aisle and into the burgeoning categories of beverage enhancement and premium, giftable sweets. This strategic expansion addresses the company's long-standing goal of finding a compelling year-round offering to complement its seasonal caramel apple business.

Scaling Magic for a National Audience

The synergy between the two companies promises to accelerate growth for both. Art of Sucre gains access to Tastee Apple's extensive manufacturing infrastructure and decades of experience in scaling production while maintaining stringent quality control. More importantly, it unlocks a nationwide distribution network that can place its products on the shelves of major retailers, moving beyond its direct-to-consumer e-commerce roots.

For Tastee Apple, the benefits are equally transformative. The acquisition injects a dose of modern, social-first marketing savvy into the organization, providing a blueprint for engaging with younger, digitally-native demographics. Art of Sucre’s innovative product pipeline is expected to invigorate Tastee Apple's offerings and brand image.

"We are thrilled to welcome Art of Sucre into the Tastee Apple family," said Hackenbracht. "I believe our brands’ values and strengths align perfectly."

The combination of Tastee Apple's operational prowess and Art of Sucre's creative engine is poised to bring more "moments of magic" to a much wider audience. By keeping Emily Harpel at the helm of the brand she built, Tastee Apple is making a clear bet that the best way to scale innovation is to empower the innovator, aiming to make glitter bombs and gourmet cotton candy as ubiquitous as the classic caramel apple.