Dice Candies - Critically Delicious
Dice Candies - Critically Delicious
The evolution of a mold

Dice Candies began as an idea in 2009, after a fun game of Dungeons & Dragons with my regular group. Like all good ideas, it started with a Google search for existing products. To my dismay (and eventually my joy), the only options in stores and online for dice in chocolate were standard six-sided dice. "Of course," I thought to myself, since it is a simple shape and has a wide audience through gaming and casinos.

I saw this as an opportunity and began exploring how to make molds. I knew nothing about molds, chocolate production, or sugar. I was a neophyte, but I was excited to learn. Over the next few months I tried a few different things, made a few test samples, and did some product testing by bringing them to my regular game.

Interest was high and everyone had a lot of fun with the first versions of chocolate dice. Of course, life got in the way, and the project was shelved for a year as I concentrated on my day job and some of my web projects. It didn't resurface again until April 2011 when I left my day job to pursue personal projects and entrepreneurship. I sunk more money from my savings into exploring mold designs, testing sugar dice, and gathering more feedback on packaging options.

Testing new methods for generating production ready molds

On November 28, 2011 the project went live on Kickstarter, a crowdfunding website. I had promoted the project on Reddit, and by the next morning I had already reached my funding goal of $950. The project was featured on the gaming website Kotaku, boosting up backers and funding beyond 200% within 2 days. I was elated, but it had only begun.

In mid-December, Kickstarter featured the project as part of their weekly newsletter featuring 3 projects. Support skyrocketed, eventually reaching over 1700% funding. It changed from a simple project to what eventually became Dice Candies. An exciting adventure with a lot of future possibilities, a small project became a small business, rising out of a national recession on a dream and the shoulders of people across the world.

Special thanks to Kelly Hartnett for the original logo design and David Espinosa for the current version!


Mario Lurig




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