When Daniel Kitay launched FUNDAY Natural Sweets in 2020, he was driven by a desire to bring more choice to the confectionery aisle.
Seeking a way to enjoy sweets that fit seamlessly into a health-conscious routine, Daniel spent a year experimenting with recipes that prioritise fibre and natural ingredients without compromising on taste. The result was FUNDAY: a vibrant brand born from a global search for a more mindful way to snack.
Today, that mission has translated into a staggering 250% growth in 2025, proving that “adulting” doesn’t have to mean giving up on the joy of the lolly aisle.
Science meets nostalgia
The secret to FUNDAY’s success lies in balancing prebiotic fibre and no added sugar with the classic “candy shop” flavours we all remember. Daniel notably avoided using sugar alcohols, such as maltitol; instead, he collaborated with Australia’s top food scientists to perfect a natural formula.
Winning the “Anti-Regret” Shopper
FUNDAY’s growth is largely driven by shoppers who were previously absent from the confectionery category. These “anti-regret” consumers—ranging from busy parents and young professionals to health-conscious Gen Z—aren’t looking to cut out sweets; they simply want treats that align with their wellness goals and mindful lifestyle.
By focusing on high-quality ingredients and a balanced nutritional profile, the brand has successfully invited these shoppers back to the aisle. As Daniel explains,
A Strategic Partnership
Launching 10 exclusive lines with Woolworths this year shifted FUNDAY’s relationship to deeply strategic. This exclusivity allowed for faster innovation and a shared vision for category growth.
“When we build exclusive lines… we are co-developing solutions for Woolworths shoppers,” Daniel notes. “It’s about acting like a partner from day one—sharing insights and solving problems together.”
Agility as a Superpower
As a nimble, Melbourne-based team, FUNDAY uses its size to stay ahead of snacking trends by listening to real-time feedback. Whether it’s perfecting a Sour Peach Heart or a Fruity Snake, the team can pivot fast.
The Road Ahead
After being named Woolworths’ “Small Grocery Trade Partner of the Year,” the atmosphere at FUNDAY is proud, emotional, and energised. Daniel’s advice for other small brands?
“Obsess over the customer, not just your product. Be operationally reliable—consistency builds trust. And most importantly, remember that retailers back brands that help grow categories.”
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6 min read