IT'SUGAR: Big Sweets, Sprinkled With Attitude

Candy chain wants to sell candy the way Victoria's Secret sells lingerie.
3:00 | 09/27/13

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Transcript for IT'SUGAR: Big Sweets, Sprinkled With Attitude
This week a study confirms what many before it have shown, that too much sugar in your diet can have a bitter impact on your health. But one man is on a mission to sweeten up that sour news. A candy crusader, capitalizing on america's $30 billion sweet tooth. He is making it sexy off to indulge. A sort of james bond of bonbons. Abc's rebecca jarvis went done to florida to meet this modern day willie wonka. If you could turn this way. Reporter: Final countdown. Three days until the grand opening of the latest it's sugar store and try to dress the mannequins. Instead of a trendy loon from american eagle or abercrombie these ladies will sport candy couture. Eye catching candy couture. If you can see resemblance to a victoria's secret model -- something for her hands. A key part of the strategy. Good to go. Reporter: The candy store chain wants to sell you sweets the way victoria's secret sells you lingerie in its ads. A little cheeky. A little rebellious. And with a lot of flare. Sour bananas are great for serial in the morning. Reporter: The stores are the brain child of jeff ruben. Self described chief gummy bear. She depicts what our brand is tongue in cheek. She is obviously in detention. Reporter: About like being rebel yuls blious but not too bad. Exactly. Selling candy isn't a new idea. But a $30 billion market in the united states which is why ruben has decided the way to get his share is attitude. What made you go for that victoria's secret brand of marketing. We have seen junior retailers do it successfully. There were two way to play it. Either just disguise it or it is what it is. It's sugar. We are fun. We are cheeky, irreverent. Reporter: An overwhelming experience. Nearly 8,000 different edible items for sale in each store. Ranging from old-fashioned stand-byes to random japanese fruit candy, to 26 super sized versions of those all time favorite sweets. Like this gigantic box of nerds. At 3,120 calories, it contains about as many calories as six big makes. What do you think mayor bloomberg would say about this? A big difference between a 32-ounce soda and a gift you could take home, eat a little. Spend a year eating this if you want. Reporter: A distinction ruben preaches emphatically. You should be the one who decide how much you want. One little gummy bear, you could want 100 gummy bears it should be your choice. President obama's wife, you have mayor bloomberg, a lot of very high-level public officials coming out and leading this fight against obesity. And trying to ban things with a lot of sugar in them. Did it seem at all like a risky proposition to do a company, entirely based on sugar. I don't believe sugar stands for, giving huge amounts of sugar, you know, to children. But if that child, you know, once had a few gummy bears or wants to have something while he watches a movie, little box of raisinettes, he should be entitled. There is noth wrong with candy. It is not a bad word. Reporter: If big know it your bag, there is always celebrity. A marilyn monroe line. 17 magazine tie-in. Sugar-pova gum balls as in tennis player maria sharipova. She went crazy for it. She loved it. Fresh, different. Sugar's goal. One day you are not famous unless you have your own candy line. Talk a rock star icon may so -- may soon be appearing in the stores. A huge pop star. A deseceased pop star who was the king, hint, hint. Ruben has his eyes on today's stars as well. Who would you kill to work with, what celebrity? Katy perry. Reporter: Katy perry. Ms. Candy. She wrote a song about candy didn't she? She sure did. Sure did. Reporter: Always paying close attention to who and what are hot. Sharks are vals are really popular. We have our own shark, hooked on you, great white gummy shark. You say obviously like it is a given if something is hot it is in your store. You are making a candy version. We try to see the trend and grab it early. Reporter: Even though the name is it's sugar. More than 2,000 different gift items vie for attention with the giant rice crispy treats. Headphones. Iphone covers. Not just selling candy here? No, we are one of the ultimate gift stores. Candy attracts everybody in. Reporter: Surprisingly sales are relatively modest. What's in your bag? Gummy bears. Swedish fish. 3, not even. Reporter: The company is opening stores as fast as you can get a sugar high. 60 by the end of the year. 100, end of 2014. In all the expansion no detail is too small for ruben to weigh in on in his daily meetings with employees. How was radio city coming along? You have got the layout. Sign goes this way, not this way. Not this way. At the same time, prodding the staff to push the envelope. Society has a lot of rules, right. We are the rules breaker. Reporter: With christmas coming it's only natural he is thinking big. I want to come up with kind of a new gifted chocolate bar. Okay. Not, not the small, you know, $2.99 one, right. But this one will be more of a gift. 9.99. Half of a pound. Reporter: Meetings are fueled by a never-ending supply of fresh fruit, of course, not. You are what you eat. Who wants to be a brussel sprout, yeah? How much candy do you eat a week? Ooh. I can't! I don't know if I can answer that. Reporter: In a world where the word is often paired with the word bad for you, ruben and his rebellious band of employees think that is a natural selling point. You are the enabler? We are the enabler, exactly. Reporter: Sugar is the vice? Yes. Sugar is the vice. In a good way. You are told how many glasses of water you need to drink. You are told how many hours of sleep you need. You are also told how much sugar is the right intake for you. So, we look to poke fun at, not just sugar, but all of society's rules. In a fun-hearted, good-hearted way. Of course there is a small section for sugar free. Over in that back corner. For "nightline," I'm rebecca jarvis, florida. The token sugar-free corner.

This transcript has been automatically generated and may not be 100% accurate.

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