Kevin McCarthy and the Sweet Success of Unreal Snacks
Who can take a sunrise, sprinkle it with dew, cover it with chocolate and a miracle or two? The candy man can, and this time, the candy man is Kevin McCarthy, CEO of Unreal Snacks.
Kevin’s journey is a compelling example for anyone who believes they need the “right” résumé to succeed. Joining Unreal in 2014 at just 22 years old, fresh off a congressional campaign and with no prior food industry experience, Kevin was one of only three employees. Fast forward to today, and Unreal stands as the largest better-for-you chocolate brand in America, available in 35,000 stores across the U.S. and Canada. This remarkable growth underscores the power of vision, perseverance, and smart leadership in building a thriving brand.
Kevin recently joined the podcast How Success Happens (where your host admits to indulging in an embarrassing amount of peanut butter cups on camera). From their engaging conversation, five actionable success tips emerged, ready to give your career a much-needed sugar rush.
Sometimes the Smartest Move Is Shrinking
Unreal launched in 2011 and quickly exploded onto the market, but its infrastructure couldn’t keep pace. “The company used to be in 34,000 stores,” Kevin explains. When he joined, the brand had retrenched to just 38 stores. The company had tried to grow too fast without adequate learning, which led to challenges. The solution? Scale back, focus on perfecting the basics, and rebuild step-by-step.
Takeaway: If growth is outpacing your ability to learn and adapt, slow down until you’ve mastered a smaller version of your business. This approach ensures sustainable success rather than fragile expansion.
The First Bite Is Your Real Marketing Plan
Kevin emphasizes that a healthier product must also deliver on taste to succeed in the competitive chocolate market. “The bite is the moment of truth,” he says. For a brand like Unreal, satisfying the first bite drives customer loyalty and repeat purchases, which Kevin calls “the best marketing engine of anything.” This philosophy has been key to Unreal’s sustained growth and strong consumer base.
Takeaway: Before investing heavily in advertising, ensure your product is so good that customers want to buy it again on its own merits.
Give Your Team a Perk That Makes Them Smarter
Unreal’s innovative unlimited chocolate policy allows employees to purchase as much chocolate as they want—from both Unreal and competitors—and then share feedback on taste and shelf presence. Kevin notes, “We’ll do close to a ton of chocolate this year.” This fosters lively debates and thorough product testing, such as deciding whether a peanut butter center should be gritty, crunchy, or smooth. The process empowers every team member’s voice before making a decisive move forward.
Takeaway: Craft employee perks that not only boost morale but also deepen your team’s understanding of your market, turning them into better product advocates and innovators.
Good Surprises Are Dangerous Too
Kevin’s leadership style values steadiness above all. “You can never get too excited. You can never get too down,” he explains. He also warns against being unprepared for both good and bad surprises. Landing a big retailer like Costco is a major win, but it also means the real work begins: “now you gotta succeed.”
Takeaway: Treat every big win as the beginning of a new challenge, not the finish line. Maintain focus and prepare for the next steps with equal diligence.
Think Massive, Act One Step at a Time
For aspiring entrepreneurs creating products in their kitchens, Kevin advises clarity on who the product serves and what makes it unique. Dream big—imagine building a massive, beloved brand—but brace yourself for the unglamorous work and inevitable setbacks. “You’re gonna take step one, but there’s gonna be step two million someday down the road,” he says.
Takeaway: Define your target audience clearly, then take the very next actionable step toward reaching them. Incremental progress is the key to achieving massive goals.
Learn More
Discover more about Unreal by visiting unrealsnacks.com or shopping at major retailers like Costco, Target, and Whole Foods. Follow the brand’s journey on Instagram at @unreal.snacks for updates and insights.
For deeper exploration of Kevin’s leadership and business insights, visit Entrepreneur.com to find additional stories and interviews.
About How Success Happens
How Success Happens is a podcast that shares inspiring, entertaining, and unexpected stories behind influential leaders in business, arts, and sports. It highlights the persistence required to overcome self-doubt, failure, and obstacles on the path to success.
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