This week, Adam sits down with Michael Fisher, founder of Rotten, a better-for-you candy brand that’s shaking up the confectionery aisle. With black packaging, wild 1980s-inspired characters, and unapologetic attitude, Rotten is proving that healthier candy doesn’t have to look healthy to win over shoppers.

Michael shares the story of how he built the brand from scratch — literally starting in his kitchen — and why his design and marketing choices intentionally break the mold of typical “clean” brands. From DIY product formulation to clever guerrilla tactics that got him in a little trouble at trade shows, this conversation is packed with lessons for founders who want to stand out, not blend in.

🧠 What We Covered:

• How Michael’s frustration with existing “healthy” candies led to the creation of Rotten

• Why the brand’s grungy 80s cartoon aesthetic helps it stand apart from typical wellness brands

• The home kitchen experiments that shaped Rotten’s first formulations before going commercial

• How Michael approaches trade shows as opportunities to introduce his products to new audiences

• The strategic decision to lead with fun and indulgence on packaging, and let the “low sugar” message come second

• The guerrilla marketing stunt that got Rotten noticed (and maybe a few stern looks from show organizers)

🧃 About Rotten:

Rotten is a better-for-you candy brand that proves you don’t have to sacrifice fun for flavor. With low sugar, bold packaging, and nostalgic characters, Rotten brings rebellion back to the candy aisle.
👉 Learn more at eatrotten.com

🎧 About Shelf Talkers

Shelf Talkers is hosted by Adam Feller, founder and creative director of Avidity Creative — a branding and design agency that helps food and beverage brands level up through strategy, identity, and packaging that sells.

If you enjoyed this episode, follow Adam on LinkedIn for more conversations, insights, and behind-the-scenes looks at what it takes to build standout CPG brands.