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This CEO Raised Over $3M to Beat Sugar At Its Own Game

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Every one of us has been hit with a massive sugar craving. We give into it, indulging in gummy bears or chocolate or donuts, only to be met with a massive crash about an hour or two later. But the story doesn't end there, because those sugar cravings always end up coming back.


As much as 40 percent of health expenditures in the United States are closely tied to overconsumption of sugar. There's also evidence that sugar has negative physiological effects on the brain. As a society, we're addicted to it. That's why Tara Bosch, CEO and Founder of SmartSweets, is riding a sugar-free high from revolutionizing candy consumption.

“Our first and foremost mission is really addressing the sugar and making sustainable eating choices that foster a healthy relationship with food. I really focus on encouraging and empowering a sustainable relationship with food and then ultimately themselves," says Bosch.

In just under a year after conception, SmartSweets expanded from Bosch's kitchen in Vancouver to shelves across Canada. Bosch herself went from a college student, studying arts, to a bonafide CEO. Now, SmartSweets has evolved even further, taking over grocery chains across America. Having launched in Whole Foods in March of this year, SmartSweets has increased its reach from 2,500 doors to over 10,000.

The 23-year-old founder says a conversation with her Grandmother gave her the idea to give sugar the boot. “She shared with me that she regretted having sugar, and so much of it for so long," says Bosch. “For me, it was really shocking because growing up I had an unhealthy relationship with food because of all the candy I was eating. It sparked my inspiration into sugar, what it's doing to us as a society, despite that it's never been more available in packaged foods today, specifically in the candy industry where it's the epicenter of sugar in excessive amounts. It inspired me to begin my quest and make the first candy that kicks sugar."

From there, Bosch began recipe testing like a madwoman. Her secret? She utilizes tapioca and chicory root as natural sweeteners. These ingredients also help you feel fuller longer and have the added benefits of plant-based fiber, she says.

Besides the lack of sugar, the most important thing is for SmartSweets to be comparable to the taste of the gummy bears we've all grown up with. “If people are to make a smarter, more sustainable choice it has to taste like the real thing," explains Bosch. “For us, we have 3 grams of sugar for the entire bag, whereas Haribo would have between 25 to 35 grams, and that's not for the whole bag. That's just a 50-gram serving."

Bosch is beating sugar at its own game, but success didn't come without risk.

She secured her initial funding through debt financing before getting SmartSweets onto shelves. “I signed my life away, essentially, but we launched with 120 thousand of debt financing, and that's what got us basically from the point of ideation to launching on our first shelf." says Bosch. "In January, we just raised 3M and before that I had done a convertible note, and that's really fueling our U.S. launch and really getting us to the place where we're able to sustain ourselves organically through our margins.

She learned to do all this through a resource already at anyone's fingertips - Google. “Everything is on google," advises Bosch. “That's how I found pretty much everything from our first raw materials to our manufacturing partner."

Bosch credits her success to her team and an accelerated business program she was accepted into after dropping out of school. “I'm probably the stupidest person on my team," she jokes. “Not in a self-deprecating way, just being brutally honest about what I'm not good at, and the knowledge I don't have, and then making sure to surround myself with the people that do. SmartSweets has been really lucky because I was accepted into an accelerated program when I dropped out of university, and as a sole founder that was really great because all of a sudden I was no longer in my kitchen by myself."

Bosch says she envisions the SmartSweets brand becoming a global leader in confectionary products that eliminate sugar, and a thought leader in empowering people with the choice to remove sugar from their diets.

As for the immediate future, SmartSweets will be launching two innovations each quarter. “At this time next year you should be able to go to your favorite store, choose your favorite candy product, whether it's Starburst or Skittles or licorice, and Smart Sweets be the brand delivering on the promise that we're using no sugar, sugar alcohols or artificial sweeteners."

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2020 is Around the Corner: Here's How To Design Your Next Decade

Personally, I am over the top excited that we are on the cusp of turning the page on not only a new year but also on a new 10-year window of opportunities and possibilities!

You may be thinking, whoa…I am just embracing the fall season…yikes… it is tough to think about a new decade!


Yet it is this groundwork, this forward thought that you put in place TODAY that will propel you and lead you into greatness in 2020 and beyond. Designing a new decade rests in your ability to vision, in your willingness to be curious, in your awareness of where you are now and what you most want to curate. Essentially, curating what's next is about tapping into today with confidence, conviction, and decision. Leading YOU starts now. This is your new next. It is your choice.

Sometimes to get to that 'next', you need to take a step back to reflect. Please pardon my asking you to spend time in yesterday. Those who know me personally, know that I created and continue to grow my business based on enabling the present moment as a springboard for living your legacy. So, indulge me here! True, I am asking you to peek into the past, yet it is only in order for you to bring the essence of that past forward into this moment called NOW.

One of the best ways to tap into what's next is to clarify what drives you. To design a new decade, ask yourself this question about the past ten years:

What worked? What were my successes?

Make a list of your achievements big and small. Don't type them, but rather use ink and paper and sit with and savor them. Move your thoughts and your successes from your head, to your heart, to your pen, to the paper. Remember that on the flip side of goals not attained and New Year's resolutions abandoned, there was more than likely some traction and action that moved you forward, even if the end result was not what you expected. Once you have a full list of a decade's worth of personal and professional accomplishments, think about how this makes you feel. Do you remember celebrating all of them? My guess is no. So, celebrate them now. Give them new life by validating them. Circle the successes that resonate with you most right now. Where can you lean into those accomplishments as you power into the decade ahead?

Now comes a tougher question, one that I used myself in my own mid-life reinvention and a question I adore because in a moment's time it provides you with a quick reconnect to your unique inner voice.

If it were 10 years ago and nothing were standing in your way, no fear or excuses to contend with…what would you do?

Don't overthink it. The brilliance of this question is that it refocuses purpose. Whatever first came to mind when you answered this for yourself is at its core a powerful insight into defining and redefining the FUTURE decade. Bring your answer into the light of today and what small piece of it is actionable NOW? Where is this resonating and aligning with a 2019 version of yourself?

Then, based on your success list and your answer to the above question, what is your 2020 vision for your business and for the business of YOU?

Designing a new decade begins as a collection of 3,650 opportunities. 3,650 blank slates of new days ahead in which to pivot and propel yourself forward. Every single one of those days is a window into your legacy. An invitation to be, create, explore, and chip away at this thing we call life. One 24-hour segment at a time.

While you have a decade ahead to work on design improvements, you have the ability to begin manifesting this project of YOU Version 2020 right NOW. Based on exploring the exercises in this post, begin executing your vision. Ask questions. Be present. Let go of 2019 and the past 10 years so that you can embrace the next 10. Position acceptance and self-trust at the forefront of how you lead you. One choice at a time.

Don't get bogged down in the concept of the next 10 years. Instead position clarity and intention into each new day, starting today. Then chase every one of those intentions with an in-the-moment commitment and solution toward living a legendary life!