Target rollout, lean team
Funday Natural Sweets launches in 1,300 Target stores across the US on September 13. Five product lines: Fruity Kangaroos, Fruity Koalas, Classic Aussie Mix, Peaches & Cream, Strawberry & Cream.
The Melbourne-founded confectionery brand reported $100 million in retail sales over the past 12 months. Founder Daniel Kitay started the business in 2020, positioning it as low-sugar, gluten-free, better-for-you lollies.
Distribution-led growth model
Funday's scale story is about retail footprint, not headcount. The company had 3 full-time staff in 2023, now sits at 11-50 employees. Distribution has grown from roughly 1,000 outlets to 3,000 domestically in earlier reporting, then to 5,000 stores by late 2023.
By 2023, Funday was the top-selling gummy and adult sweet snack in Woolworths Health. Target US gives it access to millions of shoppers and 1,300 new locations.
No public funding round
In 2022, Kitay said Funday had no plans for external funding but was open to raising capital as international expansion accelerated. There is no clear public record of a major institutional funding round in available sources, suggesting the business may still be largely founder-backed or privately financed.
What this means for sales
This is a distribution play, not an enterprise sales story. Funday has scaled to $100 million in revenue by winning shelf space in major retail chains. The Target deal is about buyer relationships and retail execution, not outbound SDRs or AE pipelines.
For sales professionals in CPG or retail tech: watch how a lean team (11-50 people) can scale to $100 million through strategic retail partnerships. The comp model here is likely buyer-facing roles and trade marketing, not traditional B2B sales structures.
Kitay's quote: "We never wanted to rush into the US just because it was a big opportunity. We wanted to know we were genuinely ready to do it properly, and now we are."
The company now offers gummies, caramel chews, lollipops, and recently added four chocolate products in early 2026.