Back in 2009, Ellia Kassoff’s quest for his favorite childhood candy, Astro Pops, took a disappointing turn when he discovered they were discontinued. Determined to save his beloved treat, he reached out to Spangler Candy and ended up acquiring the rights to the product. This marked the beginning of Kassoff’s journey into the candy industry.
With a family history deeply rooted in the confectionery world, Kassoff was no stranger to sweet treats. His acquisition of Astro Pops led him to establish Leaf Brands, a company dedicated to reviving nostalgic candies from the past.
Under the Leaf Brands umbrella, Kassoff brought back classics like Bonkers, Wacky Wafers, and Tart n’ Tinys, staying true to the original formulas and packaging that consumers remembered and loved.
Reimagining the Classics
Leaf Brands’ innovative approach to resurrecting old favorites like Hydrox, Wacky Wafers, and Tart n’ Tinys involved undoing the changes that led to their downfall. By reverting to the original recipes and designs, Kassoff successfully rekindled the magic of these iconic candies.
“We have a major problem in our industry and that is the lack of creativity and fun.”
Ellia Kassoff
CEO, Leaf Brands
By focusing on nostalgia and authenticity, Leaf Brands tapped into a market hungry for the return of beloved childhood treats. Kassoff’s dedication to preserving the original essence of these candies set Leaf apart in an industry dominated by major players.
Preserving the Past, Building the Future
Leaf Brands’ success lies in its ability to stay true to the heritage of each product it brings back to life. By connecting with former executives and utilizing flavor innovation, Kassoff ensures that the revived candies evoke the same joy and memories as they did in the past.
While some may question the wisdom of resurrecting old brands, Kassoff’s unwavering commitment to quality and authenticity has proven skeptics wrong. Leaf Brands continues to thrive, delighting both loyal fans and a new generation of candy enthusiasts.