After getting a start in herbal products, The Hammer Corporation released its first candy product in 1996, Too Tarts liquid candy. Once it caught on with distributors, the company knew it had a new direction. Before the decade was out they'd released two more sour products, a powder and a spray version of the Too Tarts liquid. From there they were a kids' candy success, creating new lines of sweet and sour candies that set themselves apart from other candy makers. They changed the name to Innovative Candy Concepts and started marketing their products in high-volume places such as Blockbuster Video. Since then Too Tarts has won many industry awards, and has appeared on Food Network's Unwrapped multiple times. They now focus on sugar-free and candies with no refined sugar.