shadesbyniko com
Why Shades by Niko Feels Different
ShadesbyNiko.com isn’t just another candy drop—it’s the kind of brand launch that smacks of strategy. YouTuber Niko Omilana (aka NDL) took something he’s known for—his iconic shades—and turned them into an edible experience. The result? A line of vegan, halal-certified sweets carrying that Niko swagger. Not just fun, but cleverly built on his existing brand momentum.
Niko’s Sweet Pivot
Niko’s journey from prankster and political satirist to candy boss reads like a plot twist only he could pull off. After joking about running for London Mayor selling £1 shades, he caught fire online. That viral moment set the stage. Now, he’s “retired from the political world” (his words) to chase “something more serious: sweets”. It makes sense: fans already associate him with that playful shades vibe—why not spin it into candy?
His brand launch hit like lightning. In just three days before the official launch, Niko’s teasers amassed 11 million views across social platforms. Launch day followed a classic creator-brand playbook: teaser ➝ anticipation ➝ sold-in-to-retail. Within weeks, Shades were stocked in UK giants like Asda, Sainsbury’s, Morrisons, and WHSmith Travel .
The Product: Bold, Ethical, Fun
Shades kicks off with three core flavours:
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Straight Up Strawberry – a pure, punchy strawberry tang sourced from “complicated strawberries from around the world”.
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The Originals – classic mix of raspberry, blue raspberry, strawberry, cherry—safe and satisfying.
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Tropical Blast – described as “May transport you to the Maldives,” with sunny fruity layers.
All bags are 100% vegan, halal-certified by Halal Certification Europe, gluten-free recipe (though packed in a facility handling milk), dairy-free, nut-free, and alcohol-free. They’re made in Germany and come coated with plant-based carnauba wax for that slick shine. Plus, packaging is recyclable in supermarket plastic-bag bins.
Community-First Launch Play
Niko didn’t launch blind. He leaned into creator economy lessons:
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Built on a Narrative
Instead of random merch, he tapped a story fans already knew—The Great Shades Prank turned candy brand. -
Hype from Teaser to Tesco
Niko had fans hungry before anyone even tried the sweets. LinkedIn folks noted how smart it was—built off a real moment, not hype for hype’s sake. -
Smart Partnership
Behind the scenes, Shades Snacks Ltd is likely backed by established candy players (Candy Kittens co-founder connection spotted via LinkedIn), giving distribution muscle from day one. -
Fan-Ready Product
When Community Director Mike Craddock from NewGen said, “The sweets are actually really good” after launch, it confirmed the hype wasn’t hollow.
Real Reviews, Real Talk
Creators and fans went in hard on early taste tests:
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TikToker DanzyyReviews dropped a “honest review” focusing on halal, taste, texture.
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Fat.eats called them “delightful vegan and halal sweets”.
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TikTok café review buzz: “Taste testing @Shades Love the originals… The tropical ones kinda fire”.
That’s buzz you can bite into—pretty rare for a creator product.
What’s Next for Shades?
Shades is in UK stores now, limited to UK shipping from the site—international rollout is coming soon . The store locator on his site lists Asda’s AOTM Bridge Lane among others .
He’s also rolled out special packs—Recruit Pack, Taste of the Maldives Pack, It’s Just Strawberries Pack—geared for fans and collectors.
If you're strategizing a brand pivot yourself, the roadmap here is prime:
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Story matters more than surface. Niko built from folklore, not forced marketing.
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Real product quality saves credibility. No one wants to hype a dud.
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Distribution partnerships amplify reach fast. You need more than audience: you need infrastructure.
Final Taste: Could Shades Lead the Pack?
Shades by Niko isn’t just candy—it’s one of the sharpest creator-led product launches in recent memory. It's thoughtful, on-brand, and bold. The vision isn’t to be niche; it’s to be everywhere.
Now the test: repeat buyability and scaling internationally. If the flavour holds up and stores stay stocked, Shades could sneak onto permanent shelves as daily treats—not just limited drops.
For now, it’s a story of a creator who turned memes into merchandising AND gnawable goods. A reminder: when product meets purpose (and a built-in fanbase), you don’t just launch product—you launch culture.
TL;DR
Niko turned his signature shades into vegan, halal candy—full of flavour, ethics, and style. Built on narrative, quality, and smart partnerships, Shades dropped in UK retailers fast and got rave newbie reviews. Now it’s about scaling and staying more than just hype. Source-backed, fan-fueled, and genuinely tasty—Shades might just redefine creator-led snacks.
Curious to snag a bag or see how it does abroad? Niko’s got us watching.
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