Shades by Niko

Shades by Niko: the creator-led sweet brand taking the UK by storm

Shades by Niko is the confectionery launch nobody saw coming and yet everyone now seems to be talking about. Dreamt up by YouTube powerhouse Niko Omilana, this isn’t a half-hearted gimmick with a famous name slapped on the bag. It’s a focused, vegan, Halal-certified sweet brand with a tight flavour line-up that’s been engineered for taste, shareability, and serious shelf appeal.

When a creator with millions of loyal fans releases a sweet, you expect a viral buzz. What you don’t necessarily expect is a product that can stand on its own in the crowded British confectionery aisle. Shades by Niko manages both. It’s bold, playful, flavour-forward — and every pack feels like an event. With three distinctive ranges — The Originals, Straight up Strawberry, and Tropical — this is confectionery designed not just for clout but for genuine enjoyment.

Why Shades by Niko matters

Most celebrity food launches vanish quicker than a packet of crisps at a student party. Shades by Niko has staying power because it addresses what modern sweet lovers actually want:

• Inclusivity: Every sweet is vegan and Halal-certified, removing hesitation for groups of friends with different dietary needs.
• Flavour focus: Concentrated fruit notes, balanced acidity, and chewy textures that invite repeat handfuls.
• Strong branding: Names that stick in your head, packaging that’s bold and Instagram-ready, and messaging that feels authentic.
• Creator authenticity: Niko Omilana’s reputation as a YouTuber and cultural provocateur lends credibility and cultural cachet.

The Originals

If you’re the sort who never wants to commit to just one flavour, The Originals is where you start. Inside the glossy bag you’ll find Raspberry, Blue Raspberry, Strawberry, and Cherry — the kind of flavours that play nicely together but also shine on their own. The chew is spot on: firm enough to give a satisfying bite, soft enough to release flavour fast. Grab a handful and you’ll get a mix of sweet and tangy that keeps the palate guessing. They’re built for sharing but dangerously easy to finish solo.

Straight up Strawberry

Sometimes restraint is the point. Straight up Strawberry does away with variety and instead leans into a single, confident profile. It’s strawberry in full technicolour: bright, juicy, and clean, without the synthetic aftertaste that plagues cheaper gummies. There’s a subtle tartness that stops it from becoming cloying, and a rounded chew that rewards patience. This one is for purists — the people who always pick out the strawberry sweets first from a mix bag and wish they could have them all to themselves. Now they can.

Tropical

Where The Originals are dependable and Straight up Strawberry is laser-focused, Tropical is here to throw the party. Expect zesty citrus upfront, mellowed by sweet exotic notes in the background. It’s a sunny, bright flavour that feels made for festivals, summer road trips, and cinema nights. The chew here is lively, almost playful, with the acidity adding a refreshing edge. It’s confectionery that practically demands you tip the bag out and share it round with friends.

Ingredients & allergens

One of the cleverest moves in Shades by Niko is how inclusive the recipes are. Every bag is vegan and Halal-certified. The gelling work comes not from animal gelatine but from plant-based proteins, giving the same satisfying chew without compromise. The colours come from fruit and plant concentrates: spirulina, safflower, turmeric, black carrot and the like. For sweetness, there’s a balanced mix of sugar, glucose syrup, and dextrose, offset with citric and malic acids for tang. The finishing touch? Carnauba wax, for that glossy look that makes every sweet shine in the bag.

Allergen-conscious eaters will note the recipe is dairy-free, though production is in facilities that handle milk — so anyone with allergies should check the label carefully. Compared to traditional gummy sweets, which often exclude whole groups of eaters due to gelatine, Shades by Niko goes further to ensure nobody feels left out.

Packaging & formats

The standard format is the 150g peg bag, designed to be both affordable and convenient. It’s the perfect size to tuck into a backpack, stash in a desk drawer, or add to a party bag. Price points hover around the £1.70 mark, positioning them competitively against established brands while signalling premium cues thanks to their vegan credentials and bold packaging. Expect seasonal bundles, collector’s drops, and multi-bag options through the official store as the brand expands.

Usage & occasions

Because the line is compact and flavour-driven, it lends itself beautifully to a range of occasions:

• Parties: Throw a few bags of The Originals into a bowl and watch them vanish.
• On the move: Peg bags make perfect train snacks, festival fuel, or cinema treats.
• Gifting: Add Straight up Strawberry to goodie bags, office welcome packs, or wedding sweet tables for an inclusive option everyone can enjoy.
• Everyday snacking: Keep a bag of Tropical in your car or cupboard for when you need a lift.

Why Shades by Niko is more than a fad

It would be easy to dismiss Shades by Niko as another viral stunt. But spend time with the product and you realise it’s something more serious. The flavours are well-balanced, the chew is addictive, and the branding is sharp without being try-hard. It captures the cultural moment — influencer-led products that actually deliver on quality — while standing shoulder to shoulder with long-standing confectionery players.

Retailers will love the ease of merchandising: bold packs that pop at till points, bundles that work online, and social buzz that translates into sales. Consumers will love that they don’t have to exclude friends because of dietary restrictions. Parents will love portion-controlled bags that keep sugar in check while still feeling like a treat. And for Niko’s loyal fanbase, it’s a chance to hold a tangible piece of his larger-than-life persona in their hands.

FAQs

Is Shades by Niko vegan?

Yes. Every sweet in the range is vegan-friendly.

Is Shades by Niko Halal?

Yes. All three ranges — The Originals, Straight up Strawberry, and Tropical — are Halal-certified.

What sizes are available?

The standard is a 150g peg bag, with bundles and collector’s drops available online.

Which flavour should I try first?

If you want variety, start with The Originals. Strawberry fans will adore Straight up Strawberry, while Tropical is perfect if you prefer zesty, sunshine flavours.

Where can I buy Shades by Niko?

From the official online store and selected stockists, with more retailers expected as demand grows.

Shades by Niko is the sweet launch that proves a YouTuber can move beyond content and create something with real-world staying power. It’s flavour-packed, inclusive, witty in its branding, and emotionally satisfying in its chew. It’s not just a viral product; it’s a statement that sweets can be bold, accessible, and properly fun. Which is precisely why so many people are not just talking about Shades by Niko, but eating it by the bagful.