Brian “FaZe Rug” Awadis is a co-owner of FaZe Clan and the creator of 1UP Candy, a new brand of experience-driven confections for Gen Z. The brand’s debut product is a sour gummy candy, and with the Sour Gummy Challenge, consumers are tasked with sucking on three extreme sour gummies—while attempting to keep a straight face for three minutes.
From intense hot sauces to roulette pizzas and super spicy chips, products marketed with spicy food challenges have captivated the attention of adventurous eaters and thrill-seekers alike. The success of these spicy challenges has inspired brands to explore a new frontier: extremely sour foods. Just as spice enthusiasts enjoy the burn, there is a growing fascination with the intense tang and puckering sensation that sourness provides. Thanks to the reactions that they produce, these intense products are inherently made to be shared on social media.
