If you’ve been anywhere near TikTok, Instagram, or YouTube lately, you’ve probably seen a bold, colourful bag of sweets called Shades by Niko. What looks at first like another influencer product is actually a fully developed sweets brand created by content creator Niko Omilana. It’s fun, loud, and a little chaotic, just like his personality, but behind the jokes there’s a proper, thought-out product that fans keep buying again and again.
More than just a random candy drop, Shades by Niko sits right at the crossroads of flavour, nostalgia, and inclusivity. The sweets are vegan, halal friendly, and designed to be the kind of snack you can share with almost anyone without worrying about whether they can eat it. From the packaging to the flavours, everything is carefully built to be as social-media-friendly as it is snack-friendly.
What Is Shades by Niko?
Shades by Niko is a UK sweets brand built around soft, chewy, fruit-flavoured candies. The pieces come in bright colours and playful shapes, with a texture that’s bouncy and satisfying rather than hard or sticky. The formula is completely vegan, using plant-based ingredients instead of gelatine, and is suitable for people who look for halal and vegetarian options.
The branding leans heavily into the “shades” theme. Think sunglasses vibes, cool energy, and packaging that looks like it was designed to live on camera. It’s the kind of bag you want in your hand when you film a haul, a mukbang, or a taste-test video. The whole look and feel of the brand is built to be instantly recognisable, especially to people who already know Niko’s humour and internet style.
Rather than being a limited joke product, Shades by Niko is positioned as a real, long-term sweets brand with proper flavours, consistent quality, and repeat-purchase potential. It’s the kind of thing you try for the meme but keep buying because it actually tastes good.
Niko Omilana: From YouTube Chaos to Candy Aisles
To really understand Shades by Niko, you have to look at the person behind it. Niko Omilana is a YouTuber and content creator known for his pranks, stunts, and even running for London mayor as a satirical but surprisingly organised campaign. His content is bold, fearless, and full of personality, and that same attitude shows up in his sweets brand.
Because Niko already has a huge fanbase, the launch of Shades felt like a community event rather than a random product announcement. Fans were already invested, already curious, and already ready to support whatever he did next. That pre-built trust makes a big difference. When he says he’s taken sweets “seriously”, people actually want to see what he’s come up with.
This creator-driven origin also gives the brand a story. Shades by Niko isn’t just candy; it’s another chapter in Niko’s ongoing universe, packed with inside jokes, references, and a tone his audience instantly recognises. The sweets become part of the culture that formed around him, which is a big reason they’ve gone so viral so quickly.
Flavour Line-Up: Originals, Straight Up Strawberry, and Tropical Blast
One of the smart moves behind Shades by Niko is keeping the flavour range tight but powerful. Instead of throwing out ten different flavours at once, the brand focuses on a small collection that covers the main cravings people have when they reach for sweets.
The Originals are the core flavour. This bag usually contains a mix of fruity favourites like raspberry, blue raspberry, strawberry, and cherry. The texture is foam-style and chewy, not overly sticky, giving that classic pick ’n’ mix vibe in a more modern, plant-based format. It’s the obvious starting point if you’re trying Shades for the first time.
Then there’s Straight Up Strawberry. As the name suggests, this one is all about strawberry and nothing else. It leans into that sweet, nostalgic, candy-shop strawberry taste and makes it the star of the show. If you’re the kind of person who always picked out the strawberry sweets from a mixed bag, this flavour feels like it was made for you.
Finally, Tropical Blast is the holiday flavour of the line. Think sunshine, mocktail energy, and tropical fruit notes like mango, pineapple, and citrusy touches all thrown together. It’s designed to taste bright, fun, and a little bit escapist, like a mini vacation in sweet form. It’s the one you grab when you want something different from the usual berry-based sweets.
Together, these three flavours cover a lot of ground: classic fruity, single-flavour obsession, and sunny tropical. That focused but varied line-up makes it easy for people to find their favourite without feeling overwhelmed.
Vegan, Halal, and Inclusive by Design
In a market full of gelatine-based sweets, Shades by Niko stands out for being completely vegan and suitable for people who need or prefer halal-friendly options. Instead of relying on animal-derived ingredients, the sweets use plant-based components and alternative texturising agents to achieve that familiar chewy bite.
This matters more than ever, because people are paying closer attention to what’s in their food. Vegans and vegetarians are actively looking for treats they can enjoy without compromise, Muslims are seeking halal-compatible snacks, and many parents want clearer, simpler ingredient lists for their kids. Shades by Niko leans into that demand rather than ignoring it.
By making the sweets inclusive from the start, the brand doesn’t feel like it’s excluding anyone. It becomes a safe option for movie nights, parties, classroom treats, or simple everyday snacking when you don’t want to worry about who can or can’t eat what. That sense of “everyone can join in” is a huge part of the brand’s appeal.
Why Shades by Niko Went Viral So Fast
Plenty of influencer brands launch quietly and disappear. Shades by Niko did the opposite. It hit social media like a wave and started showing up everywhere: on store shelves, in haul videos, in reaction clips, and in casual “come shop with me” content.
There are a few reasons for that. First, the influencer origin gives the sweets instant visibility. Niko’s audience is already massive, so the moment he reveals his own sweets brand, thousands of people are paying attention. Fans don’t just see an ad; they watch launch videos, behind-the-scenes content, taste tests, and skits that make the sweets part of the storyline.
Second, the visual identity is extremely strong. The name “Shades”, the colourful packaging, the cool, sunglasses-style branding — all of it is made to pop on camera. It looks good in a thumbnail, on a shelf, and in someone’s hand. That’s perfect fuel for TikTok trends and Instagram Reels.
Third, there’s a strong collector and limited-drop feel around the brand. Special packs, gift sets, and fun themed bundles turn simple bags of sweets into something that feels collectible. That taps into people’s natural fear of missing out and encourages them to buy sooner rather than later.
And finally, there’s the most important factor of all: people actually like the taste. Viral marketing might get someone to buy one bag, but flavour, texture, and overall experience are what make them buy the second, third, and fourth. The buzz never would have lasted if the sweets didn’t deliver.
Where You Can Find Shades by Niko
Shades by Niko has moved quickly from a creator launch into mainstream availability. It’s not just something you hunt down in obscure corners of the internet; it’s increasingly present in regular UK retail and online sweet shops.
You can find the sweets through the brand’s own online presence, which often highlights special packs, themed bundles, and fun limited releases. Many UK supermarkets and grocery platforms stock at least the core flavour, making it easy to add a bag to your usual weekly shop. Wholesalers and sweet shops have also picked it up, meaning it’s popping up in local corner stores and independent retailers too.
For fans of Niko, trying Shades by Niko feels like supporting his journey in a fun, tasty way. For everyone else, it’s simply a colourful, chewy, vegan sweet that lines up with modern preferences and still feels indulgent.
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In the end, Shades by Niko is more than a viral moment. It’s a sign of where snacks and sweets are heading: bold branding, inclusive recipes, and products that don’t just taste good, but tell a story at the same time.