Candy innovator Tessa Porter reaches out to Tesla to help create new gummy brand

Candy Scientist and confectionery R&D leader Tessa Porter has reached out to Tesla CEO Elon Musk to help him develop his new line of gummies for which he recently filed four new trademarks, according to an article in the company's in-house publication, Tesla Mag.

The announcement, which also surfaced on social media, states that the electric vehicle giant plans to launch four different types of candy. The official names in the trademark filings are 'Supercharged Gummies,' 'Cyberberry,' 'Mango Bolt,' and 'Dog Mode Chill.'

"Each of these suggests a playful and bold approach to the candy industry, which is somewhat of a departure from Tesla's usual high-tech and automotive-focused endeavors," the report in the company magazine states.

Porter, president and founder of Sprinkk, a candy development and manufacturing start-up based in Nebraska, has a reputation for converting off-the-wall ideas into new products.

She says she would happily use Sprinkk's services to create Tesla gummies of the highest quality and innovation.

"In fact, we set up our new lab in Omaha just for that purpose (before we knew about the trademarks) and have a new flexible factory to create unique gummies. Maybe Elon can meet up with Warren here in town for a friendly taste test!"

See's Candies challenge

Porter refers to Warren Buffet, an American businessman, investor, and owner of the popular US brand See's Candies.

"The idea of Elon starting a candy company goes back to 2018 in conversation with Warren Buffett and See's Candies," Porter explains.

"While potentially just a confident statement from Warren about how Tesla can't beat them in candy, I think that Elon could easily see an opportunity in the confectionery market for high-quality products. 

"In 2021, he conducted taste tests to find a product of superior quality to See's, but he didn't succeed in chocolate or nougat. Having had See's products myself many many times, I agree that it would be hard to top."

So what's behind Tesla's shift into confectionery?

Musk has previously teased the idea of starting his own candy company to shake up the industry. "I'm starting a candy company, & it's going to be amazing," he wrote on the social media site X (which he also owns)  in May 2018, adding that he is "super serious."

The maverick inventor, entrepreneur, and space pioneer also stated: "Actually, most countries have better candy than America. Why do we have subpar candy?"

According to the website notateslaapp.com, Tesla is well known for designing and selling non-vehicle merchandise. In the past, it has sold a glass decal that makes your window look like it was shattered with a metal bearing, Tesla Tequila, and the Cybertruck whistle—to name a few.

"It makes perfect sense that Elon would look to gummies as his move into confectionery for three reasons, Porter explains: "One, the market is booming for chewy candy and gummies in particular. 

"Two, there is much room for improvement of gummies using natural and better quality ingredients. 

"Three, See's doesn't make gummies, so he wouldn't be competing with Warren."

Electrifying taste experience

According to Tesla Mag, official names in the trademark filings suggest a playful and bold approach to the candy industry. They are designed to mimic a Tesla vehicle's acceleration thrill while "suggesting an electrifying taste experience that energises the consumer and aligns with the company's high-end branding."

It is an exciting twist on the usual candy themes and could provide a unique selling point in the crowded confectionery market, especially in North America.

Tesla's strong brand recognition and Sprinkk's confectionery science could also provide a significant marketing advantage. 

Tesla and Musk acolytes are likely to be intrigued by these new products, which provide a loyal and enthusiastic customer base — and having Porter, a renowned 'gummy guru,' along for the ride could be an even more brilliant move.

CocoaRadar understands the applications have been accepted by the United States Patent and Trademark Office but have yet to be assigned to an examiner.