The it! Story
Karen Masi is the mastermind behind the unique treat known as it! Candy. When it! was first created, “Marshmallow Madness” was the name family and friends lucky enough to try referred to it as. This delicious candy was created when Karen wanted to offer her children tasty treats that wouldn’t bother their food allergies and also easily integrate a snack into their diet.
Over the years she would share this candy with her friends and family and bring it to work for her coworkers to try. It was at that point that a dear friend told her she should start selling this amazing creation. In 2012 Karen decided to take a leap of faith and open her own candy store selling an evolved version of her original Marshmallow Madness. This evolved version is known today as “it!”
Being a mother of children with food sensitivities, Karen knew the importance of having options available for those with the same issue. This is what prompted Karen to make sure that it! Candy could be enjoyed by everyone. In our pleasant and welcoming store in quaint Forestville, Connecticut we offer our original, gluten free, sugar free and vegan candy available at all times. By special order we have gluten free vegan, gluten free sugar free, peanut free, carrigean free, gluten free peanut free and sugar free peanut free available.