“I’m opening a candy shop in New York City,” Elly Ross says to begin almost every TikTok video she makes.
Ross, who began her career in the tech industry, has shared most of her journey to opening lil sweet treat with the Internet. This included the ups, like signing the lease on the space and getting the candy bags, and the downs, like closing just a few days after opening because a huge shipment of candy was left in an unrefrigerated storage container.
Ross’ TikTok, @ellybellyeats, is filled with videos, especially “Day In My Life” videos, of her experience getting the shop ready for business. She posted the three location options and asked for her followers’ opinions (and then shared when she signed the lease on the location). She asked for opinions on the outside wall colors, she listened when people asked for multiple bag sizes, and she taste-tested lots of candies.
Zoya Virani, a substack writer, calls lil sweet treats a “true masterclass in marketing,” in an article about her conversation with Ross. Virani explains that the modern-day consumer wants to be involved (which is why Ross asked her followers’ opinions) and the pre-launch aiming to engage potential customers is super important.
Ross’ career in product management in the tech world fuels what she calls the “ethos” behind what she’s doing: “I’m really focused on making sure that every touchpoint of a consumer’s journey is the most excellent possible,” she said in a TikTok. That’s why the experience begins before you even walk through the door. The muted yellow walls and red and beige awning brighten up the sidewalk, especially on a gray day. The mural on the blank wall, painted by Sam Ball, adds to the brightness, including all types of candy and New York City landmarks.
When you walk into the West Village shop, you’re of course greeted by the smell of candy and a “candy connoisseur,” as Ross calls them, wearing an apron that matches the awning.
You’re invited to take a bag and a candy scoop and then you can choose any combination of the candy that lines the walls in clear acrylic boxes. The candy has been sourced from around the world by Ross herself. Though Ross has lived in the United States since childhood, the Korean native always traded tastes of her Korean snacks for her classmates’ American snacks. As she began traveling, Ross would always try new treats from around the world and bring them home to share with family and friends. That experience fueled her journey to opening a candy shop. Each type of candy is labeled with its name, any allergens or dietary restrictions (like gluten, vegan, et cetera), and what the flavor and texture are like.
Though it can be a bit difficult to scoop some of the candy, especially if you’re trying to only get a few pieces of each candy — it very much felt like those ASMR videos from TikTok where the creator rates the scoopability of various candies — it’s fun to be able to create your own bag and choose what you get.
The candy is changed out daily and while some varieties are staples, you’ll always get something a little different every time you come in.
Now, the moment you’ve been waiting for: Some taste testing!
Tutti Frutti Bubs
These are Swedish, well known in the candy community and they’re vegan and gluten-free! These were pretty sour and tasted almost like bubblegum. They were pretty chewy but a little bit pillowy as well.
Triple Sour Bears
These bears are Spanish and are kind of gummy. They have an interesting fruity taste and they’re not that sour.
Raspberry Vanilla Drops
These drops are also Swedish, and despite their name, don’t taste so much like raspberry. The label indicates that the flavor is strawberry though they were more vaguely berry flavored. The texture is a bit funky because of the vanilla bottoms but the sweetness is very satisfying.
Pink Jelly Skulls
These pink, strawberry-flavored skulls are not sour and do taste very much like a strawberry, enough to leave you wondering if they’re made out of real strawberries. The texture is almost like chewy jelly and gets stuck in your teeth (which is not at all negative).
Sour Green Apple Strips
While these tasted good, it was very difficult to get only one belt out of the box. The apple flavor is not so noticeable but the sour sugar on these belts added to the experience. Since they’re so thin, they are relatively easy to eat and aren’t super chewy.
Sour Honeycrisp Rings
Another Swedish candy, these rings have a fantastic texture. They’re just chewy and jelly-textured enough that it doesn’t get too stuck in your teeth and it’s also not too hard to eat. Though the flavor tastes like apple flavoring rather than an actual apple, the combination of sweet and sour evoked an instant and audible “yum” reaction.
Champagne Bears
These non-alcoholic, gluten-free, golden, German gummy bears really do taste like a glass of champagne. These bears chew like a Haribo gummy bear (or really any other type of gummy bear) and also left a cool champagne aftertaste — which makes us wonder how they got that taste without alcohol!
Sour Citrus Bottles
These blue, sugar-covered bottles were really good. The flavor was citrusy and also tasted almost like a blue raspberry candy (though that might just be because the color was so blue). They are super sour but once the sourness wears off, the sweetness comes out, making it an enjoyable taste experience. The outside is pretty firm and the inside is almost chewy or like a jelly gummy, which made for an interesting chewing experience. There were also sour pear bottles that really did taste like a sour pear!
Gummi Whale
Eating these was a weird experience. Most of the gummy is one texture, something a bit chewier. But once you get to the main part of the body of the whale, you get to a much softer jelly inside, meaning that it changed as you chewed. The flavor was pretty fruity and sweet.
This was only just a sampling of the candy that lil sweet treat offers. While you may find the same ones, you could also find an entirely different supply of candy on your next trip. If you ever find yourself in the West Village in New York City, definitely take a few minutes to stop at the shop (and if you don’t find yourself in New York City in the near future, the shop will hopefully begin shipping soon, according to Ross’ TikTok). You won’t regret the sugar high!
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