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    IT'SUGAR

    3.7 (28 reviews)
    ModerateCandy Stores

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    Lauren L.

    We were hyped to finally go to this store. We thought it would be the proper replacement to the candy store that was on the opposite side of State a few years ago. So I brought my kiddo to It's Sugar as a fun Back to School treat. Let me say, the colors and presentation are AWESOME. The lady at the counter was super nice and available for questions. The variety of hard/non-chocolate candy is great and you can find some throwback and foreign choices as well! For those of us with kiddos, be mindful that this is a candy store on a college campus. There are some anatomy and curse word themed gag gifts in the back of the store that may lead to additional (potentially cringeworthy) conversations with your kids after you leave. Lol! That aside, our experience was mostly positive! So why two stars? Well, It's Sugar has "cereal box sized" boxes of candy in their windows. You can get two boxes for $20, if you so wish. I agreed with my kiddo that we would buy ONE box for the FAMILY to share. Plenty of candy. First, one large box of candy, a small box of "Marshmallow Madness" candies and two lollipops came to about $20 with tax. Surprised but knowing it was a theme store, I dealt with the blow. The nail in the coffin was the cereal sized box of candy. We were under the impression that it would be FILLED with Sour Patch Kids or bags of it. My son opened the box to dump ONE BAG of Sour Patch Kids onto his lap. ONE BAG that would retail at Target for $3.50, $4.00? I should've just bought the middle finger sucker.

    British Invasion and Japanese candies
    Leah D.

    SUGAR RUSHHHH. This place is awesome. They were having a special when we visited, giant sweet tarts on clearance for $5 and 2 for $20 of the other giant candies. I had to get the worlds largest container of Nerds. Yumm! John, the owner was incredibly nice and helpful. He even gave us some jelly belly samples while we shopped. They have recently expanded their candy collection to contain British and Japanese candies. We snagged the last bag of green tea kitkats! I also loved that they're working with local non-profits, donating to kids in need. They are expanding to Milwaukee and Chicago soon. Can't wait to visit their new shops.

    Nerds display
    Ashley H.

    Remember Spencer's in the local mall? Populated exclusively by teenagers? IT'SUGAR is a cacophany giant Willy Wonka candy branding, "retro irony", really giant candies (Costco cereal sized box of Nerds), Marilyn Monroe merchandise, and a separate section for penis shaped candies for bachelorette parties. There seems to be relatively little candy here; the candy by the pound is outdwarfed by novelty items. It would be more appealing if they had candy; their chocolate candies were mostly Hershey Kisses & malted milk balls. If you need a bit of modern kitsch, stop by, but for candy, the average grocery store would have more options.

    Omggg these new candy sushi and donut things I saw online.... Are here in Madison?!?!
    Ka L.

    I've resisted coming into it'sugar because I have a weakness for sweets. And cute things. But I thought I might find some grumpy cat merchandise/Christmas cards, so I braved the scene. Maybe I shouldn't have. I feel like I was Charlie in Willy Wonka land. Or maybe more like the fat boy. I WANT A PIECE OF EVERYTHING. Ok. I am not impressed by the giant packages of US Chocolate brands like Reese's, nerds etc. BUT they have all these cute merchandise!!! The Japanese candy?! Erm. There's. Green tea Oreo here everyone!!!! And the newest fad - making candy sushi or donuts!!! I can't believe I'll have a chance finding it in Madison. So yes, hurray for japanese merchandise and hello kitty, Star Wars jelly bellies. And I thought the soft toys of name brand candies/chocolates were great! It'sugar is probably a weak spot for me but now I know where to stop by before visiting my nieces and nephews for holidays/birthdays etc!! Or maybe when I need a little boost.

    AWESOME STORE!

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    8 years ago

    This is the best store in the entire world. I suggest the chocolate covered gummy bears mmmmm

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    12 years ago

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    10 years ago

    This place has a wide variety of sweets and treats. The gag gifts are fun to look at, too.

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    10 years ago

    Love it! Great candy selection with samples (: They also sell gag gifts and things of that nature!

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    11 years ago

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    This is a smaller chocolate shop than I thought it will be. I stopped by mainly to get hot…read morechocolate drink. Seems they no longer sell it. They only have chocolate drink powder. I ordered 6 chocolate box. Chocolate prices were approx $2/piece. This price is reasonable when comparing to similar boutique chocolate shops in Madison. All chocolates were really smooth. I didn't like cinnamon/cayenne much, but rest of the chocolate were all really good. I also went for a small packet of dark chocolate with pecans. It was excellent as well.

    A sweet friend gifted me an assortment of dark chocolates from a local chocolatier in Madison, WI…read more-- and wow, what a fantastic treat! I was SO excited to dive into the 6-pack of chocolate that I forgot to snap a photo until I was already chewing it... oops! YEP, That's how you know it's good. Each piece had its own unique character, and while I definitely had a favorite (and one I didn't love quite as much), the overall variety made the experience so fun and satisfying. The dark chocolate quality was top-notch: smooth, rich, and just the right amount of bittersweet. You can tell care went into the making of each piece. When I'm in Madison sometime, I'll absolutely stop by to pick up a box (or a few ) myself. Highly recommend for any chocolate lover, especially if you enjoy the deeper, more complex notes of dark chocolate. The little details on the chocolate collection were such a nice touch.

    Sjolinds Chocolate House - Kids area

    Sjolinds Chocolate House

    (82 reviews)

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    I have family in Mount Horeb, so we visit once or twice a year. Sjolinds was recommended to us by…read moreour neighbor in our Colorado mountain community who is also from Mt Horeb. It was an excellent recommendation. We ordered a variety of items from the cases. The cherry cobbler was especially memorable, but everything was good. We've decided to make a visit to Sjolinds for breakfast/brunch on our way out of town a part of future Mt Horeb visits.

    3.5 rounded up. I came on a late Sunday afternoon about 30 min before closing so I will give this…read moreplace the benefit of the doubt. It's cute, it's Swedish and it has a lot of variety! Not to mention it was quite popular! I loved the selection of hot chocolate options and the translation for each. However I wasn't very impressed by the French one I ordered (dark chocolate plus vanilla). It was good but not as decadent as I was anticipating and even with 30 min to close I asked to dine in but they gave me everything in Togo containers. I also got a Swede sandwich- which was ham, Swiss and Dijon mustard. Nothing to write home about. It was very very average. However I did get an almond cookie with chocolate ganache which was fantastic. Sitting at a table in this shop and looking at all the treats was great. I have a feeling if I come back at an earlier time this place could really blow me away, but as of right now. It's mid. I'm not impressed and what was left at the end of the day was just average. Also the three items cost me about $20 so I would say this place Is on the pricer end

    IT'SUGAR - candy - Updated May 2026

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