What happens when you combine a viral creator with a disruptive candy brand? In this episode of The Business of Creators, Ian Shepherd dives into the story of 1UP with co-founders Michael Schenker, and Chris Koch — the team behind the bold new candy brand launched with FaZe Rug. From rapid product innovation to landing Walmart distribution in months, they share how they’re building a Gen Z-first CPG company with creators at the core.

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Topics Discussed:
- The origin and growth strategy behind 1UP Candy
- How FaZe Rug became an authentic co-founder — not just a face
- Equity, royalties, and what creator partnerships really look like
- Navigating retail launches and the power of viral product experiences
- Future product categories in protein and kids’ nutrition

Key Takeaways:
- Learn how to structure meaningful creator partnerships beyond sponsorships
- Discover how to use consumer insights and social trends to build breakout products
- Understand what retailers really want from creator-led brands
- See how a lean team used speed, testing, and authenticity to win shelf space
- Get inspired by how to turn creator influence into long-term brand equity

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