Founded by candy veteran Jeff Rubin in 2006, IT'SUGAR has become one of the largest specialty candy "retailtainers" in the world. With locations throughout the United States and Canada. IT'SUGAR is more than just a candy store - it's an experience. Known for their absurd sugar innovations that celebreate lighthearted rebellion, IT'SUGAR aspires to a future where everyone has access to the pure joy that comes from indulging in a world with fewer rules and more sugar.