SOMETIMES, THE BEST IDEAS COME AT THE WORST TIMES.
UNTOLERABLE didn't start because I thought the world needed another candy company. It started during one of the hardest periods of my life. I was struggling with my mental health and needed something to focus on; something that could get me out of my own head for a while. So I started messing around with an idea for a brand called UNTOLERABLE.
The name wasn't accidental. Neither was the humor. I started thinking about names, packaging, characters, products, and ridiculous ideas. What started as an escape slowly became something I genuinely cared about building.
And somewhere along the way, GRUMPY showed up.
THEN, IT BECAME OUR THING.
I may have started UNTOLERABLE, but I definitely haven't built it alone. My wife has been beside me through pretty much all of it— tasting gummy samples, helping make decisions, packing orders, preparing shipments, and jumping in whenever something needed to get done.
There have been plenty of nights when "building a candy company" looked a lot less glamorous than it sounds. Most of the time, it was just the two of us figuring things out as we went.
BUT, WHY CANDY?
Because sometimes you just need a break. Work sucks. School is exhausting. People are annoying. Life gets overwhelming. Sometimes you just need to grab your people, open a bag, eat some gummies, laugh about something stupid, and forget about everything for a few minutes.
Candy isn't going to fix your problems. But it can make five minutes of them a little more tolerable.
That's the idea behind UNTOLERABLE.
WE'RE JUST GETTING STARTED
UNTOLERABLE started with gummies, but it's always been about more than what's inside the bag. It's about humor, finding your people, taking a break, and not taking life, or yourself, quite so seriously.
For me, it's also about building something good out of a time that wasn't. I don't know exactly where UNTOLERABLE goes from here.
We're figuring that out as we go. But we're having a hell of a time doing it.
- MURAT
Founder, UNTOLERABLE