KickBrix Energy Chews
KickBrix do have a distant candy analogue (Starburst), but it is first and foremost an energy product. They really have no food purpose and therefore don't require you to connect them to some other non-energy product experience by way of comparison.
So to answer my own question; KickBrix are for melting your face with energy. Nothing more, nothing less. It is an admirable product stance and one of the purest I've seen in this market, but let's see how they stand up to some scrutiny.