Some Will Consider New Candy's Name A Little Tasteless

(CBS) – One candy company is enjoying the sweet smell of success, thanks to the slightly naughty name of its newest product.

Leaf Brands, the company that invented Jolly Ranchers and Whoppers, just walked away with the most Innovative Product Award at this year's National Sweets and Snacks Show in Chicago.

CEO Ellia Kassof says he wanted the name of his new candy to stick and he thought of it while walking his dog.

He says the name of the candy is a great ice-breaker.

"I just wanted something that was fun, when people said the word they would snicker and laugh," Kassof says.

"We've got Sour and Fruiti Farts, we're going to be coming out with a Natural Fart," he adds.

You heard right: The name of the candy is Farts. It had to beat out 250 other industry competitors to take home the annual trade show award.

The product is described as "flavorful chewy candy nuggets in all kinds of fruity flavors."