Medici Brands Targets Candy Aisle with Low-Calorie HallPass Launch

The launch marks the latest venture for Medici Brands, the parent company also responsible for David Protein. Rahal and Tierney designed the product range to bridge the gap between classic indulgence and modern nutritional expectations. By pricing HallPass at parity with traditional candy brands, the founders aim to eliminate the premium cost typically associated with better-for-you alternatives.

Michael Tierney described the company’s ambition as becoming the Coke Zero of the candy category. He argued that consumers should not have to pay extra for reduced sugar and calorie counts, a common practice in the current health-conscious market. The products are available immediately through Walmart retail locations, the retailer's website, and the company's own direct-to-consumer platform.