WHIMS is on a mission to reinvent indulgence with low-sugar, clean-label chocolate that satisfies a sweet tooth without compromising health. Founded by Leanne Viola and Jesse Barruch, the brand grew out of a personal health journey and a goal to reduce one million pounds of sugar from the American diet by 2030. By reimagining nostalgic favorites for a new generation of ingredient-conscious consumers, WHIMS proves that chocolate can be both delicious and better-for-you.
Committed to long-term wellness, WHIMS makes gluten-free, dairy-free recipes without palm oil, sugar alcohols, or other questionable ingredients. The brand champions health sustainability by focusing on better-for-you ingredients and reducing excess sugar, empowering consumers to make choices that support their bodies for life. WHIMS believes health, joy, and flavor can co-exist, creating indulgence you can truly feel good about.
Founding Story
WHIMS was founded by husband-and-wife team Leanne Viola and Jesse Barruch, whose shared health journeys inspired them to rethink the way people indulge. After Leanne was diagnosed with an autoimmune condition, she faced the prospect of lifelong medication and its potential side effects. Instead, the couple chose to cut out sugar, gluten, and dairy ; a shift that dramatically improved their health and sparked the idea for WHIMS.
While the benefits of their new lifestyle were undeniable, one thing was missing: truly delicious chocolate that met their dietary standards. They watched as brands like SmartSweets reinvented classic American candy with better-for-you gummies, yet saw no one doing the same for chocolate. Frustrated by the lack of options free from excess sugar, sugar alcohols, and other questionable ingredients, they set out to change that. Their “ah-ha” moment came when they realized they could reimagine the nostalgic chocolate bars they loved into better-for-you sweet treats without compromising on taste. Today, WHIMS is redefining indulgence for the next generation of ingredient-conscious consumers.
