Funday Natural Sweets expands to US Target stores

Australian confectionery brand Funday Natural Sweets is expanding into the United States with a nationwide rollout across approximately 1,300 Target stores starting September 13. The Melbourne-founded company, which has reached $100 million in sales over the past 12 months, aims to capitalize on the growing American demand for ‘better-for-you’ sweets.

The initial US launch will feature five varieties: Strawberry & Cream, Classic Aussie Mix, Peaches & Cream, Fruity Kangaroos, and Fruity Koalas. Funday products are marketed as indulgent treats made with natural colors and flavors, containing prebiotic fiber and being gluten-free, without the heavy use of sugar or sugar alcohols.

Founder Daniel Kitay stated that the company waited until it had the necessary scale and team to support this phase of growth. He noted that Target was selected as a partner due to the retailer's ability to reach their target consumer and its history of supporting disruptive brands.