Consciously crafted fruit chews and caramels by The Lovely Candy Co. are now available in most Target stores across the U.S. The confections are located in the store’s new Choose Well section, aimed at health-conscious consumers.

The better-for-you ingredients contained in the candies makes them a perfect fit for their selected spot in the store.

Lovely Candy’s entire line is gluten-free, non-GMO, with no artificial flavors, colors or high fructose corn syrup. The caramels contain rBST-free dairy and the fruit chews are vegan. The products are perfect for people with food sensitivities or celiac disease.

Now is the perfect time to introduce the candies, considering the increased demand for more carefully selected ingredients, says Mike Nakamura, founder of Lovely Candy.

“Target is an ideal retail partner for Lovely Candy. We share a desire to continually innovate and merchandise offerings with high quality ingredients,” he says. “Target’s consumer base is the perfect fit for our premium products.”

The retailer is carrying Lovely Candy 6-oz. bags (S.R.P. $3.99) of Original Chewy Caramels, Chocolate Swirl Caramels and Superfruit Chews, in Cranberry, Raspberry and Blueberry. Several checkout lanes will also carry 2-oz. bags of the Original Caramels and Superfruit Chews by April of this year (S.R.P. $1.49).

Nakamura and his wife Jackie founded The Lovely Candy Company LLC in 2013, after they sought but could not find a candy for health-conscious consumers on the market. The all-natural product line immediately struck a chord with national retailers including HomeGoods and Hallmark, along with regional grocers such as The Fresh Market, Giant Eagle Market District, Bristol Farms and Gelson’s.