Peter Rahal Launches Low-Sugar Candy Brand HallPass at Walmart

Industry Pulse News Desk · 2026-08-28

Entrepreneur Peter Rahal is rolling out HallPass, a low-sugar, low-calorie candy brand launching nationwide at Walmart this week.

Entrepreneur Peter Rahal, co-founder of the protein bar brand RXBAR and high-protein food company David, is launching a new low-sugar candy brand named HallPass. The new confectionery product line is scheduled to arrive on store shelves nationwide at Walmart this week.

HallPass is designed to compete directly with traditional sugar-dense confections by offering products formulated with one gram of sugar and 70 calories per serving. The product line seeks to provide a direct substitute for conventional gummy and chocolate items in the mainstream candy aisle.

The nationwide retail rollout through Walmart gives the brand immediate access to big-box store scale and high foot traffic. The distribution agreement allows HallPass to target mainstream shoppers rather than limiting its initial market presence to specialty grocers or direct-to-consumer online channels.

The venture marks Rahal's latest entry into the consumer packaged goods market following his work with health-focused food companies. Rahal previously co-founded RXBAR, a clean-label protein bar brand that was acquired by Kellogg Company for $600 million in 2017, and recently launched the high-protein brand David.

The low-sugar confectionery market has seen increased activity as consumer packaged goods companies attempt to reformulate traditional treats to meet demand for lower-calorie diets. HallPass aims to secure standard shelf positioning alongside legacy candy brands to capture high-volume impulse purchases.