Assembling the Brand: An Interview with Evan Delahanty, Founder of Peaceful Fruits

Today, we're excited to feature Peaceful Fruits, a dynamic brand that’s making waves in the $15 billion white space between fruit snacks and candy. Self-manufactured with passion, Peaceful Fruits offers a delightful blend of nostalgic candy forms and wholesome fruit goodness—boasting zero grams added sugar and no additives. With its products now gracing the shelves of over 2,000 stores nationwide, Peaceful Fruits exemplifies how high-growth CPG brands can thrive with a commitment to quality and creativity.

We sat down with founder and Shark Tank veteran Evan Delahanty to learn more about the journey of his remarkable company, and explore the driving forces behind its success.

What inspired you to start Peaceful Fruits?

I served as a Peace Corps Volunteer in the Amazon Rainforest before starting Peaceful Fruits. During that experience, I developed a vision to connect people with nature through products made entirely from fruit. I wanted to create a brand that not only offers wholesome, 100% fruit snacks, but also supports sustainable harvesting and farming practices globally.

Can you share a pivotal moment or decision that significantly contributed to your brand's growth recently?

We kept hearing from our customers that we needed a multipack option, but it was always a little harder to figure out than it seemed like it should be. Nine months ago, we finally did the work. The process helped us clarify our fit on the shelf as an elevated, updated fruit snack - and now this configuration is outselling everything else.

Who is your target demographic, and how do you engage with them through marketing and product development?

We actively engage with millennial families, blending the fun, playful elements of candy with an unwavering commitment to high-quality ingredients. We love talking to customers directly. Our approach ensures that we maintain both enjoyment and uncompromised quality in every product.

What was a challenge you didn't expect, and how did you overcome it?

Self manufacturing is just plain hard, much harder than I ever would have guessed. To navigate these difficulties, we've focused on recruiting skilled team members and partnering with reliable collaborators. We continually reassess our assumptions at every stage of growth to ensure we adapt and improve effectively.

What sets your products apart from competitors in terms of quality, pricing, or consumer appeal?

There are products available that are healthy, convenient, or fun, but none combine all three elements in the way that Peaceful Fruits does. Our products offer a unique experience—100% fruit, no added sugar (or additives of any kind), and absolutely full of fun.

What are some strategies that have helped your business gain more brand recognition and awareness?

We focus on partners where our brands really align - like Misfits Market. We collaborate with them to sell upcycled uglies that don't make the cut for final packaging. We feel great about this, because it both makes use of very eat-able product that would otherwise go to waste, AND it introduces our brand to consumers at a lower price point. We see substantial anecdotal evidence that customers often transition from trying our product to making repeat purchases online or in physical stores.

Where do you see your CPG business in the next 5 years? What are your short-term and long-term goals for brand growth and market expansion?

We are focused on connecting with consumers through major retailers like Walmart and Whole Foods Market, aiming to build a brand that embodies clean eating, fun, and transparency. Our goal is to fill the white space between fruit snacks and fruit-based candy, by truly delivering on the promise of better-for-you products.

As a founder, what advice would you give to other entrepreneurs looking to establish their own successful consumer goods brands in the coming years?

Swing big, fail fast, prepare for success as much as failure!

Peaceful Fruits is on a mission to redefine snacking by combining 100% fruit with fun and no added sugar, all while supporting sustainable practices. Explore their playful yet wholesome products and see how they're transforming the snacking experience!