Aussie scores a multi-million game-changing deal with Coles
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In a world where health-conscious consumers are increasingly demanding better food choices, one Melbourne man has managed to turn his frustration into a multi-million dollar deal with Coles, one of Australia's leading supermarket chains.
This comes as Coles makes a significant shift in its snack aisle, replacing sugary treats with healthier alternatives at checkouts.
Daniel Kitay, the Founder of FUNDAY Natural Sweets, launched his brand in April 2021, driven by a personal mission to offer low-calorie lolly options.
As a child and teenager, Kitay struggled with weight issues, which inspired him to create a product that would allow people to indulge their sweet tooth without compromising their health goals.
FUNDAY's journey to success was not an overnight one.
After initially launching in Chemist Warehouse, the product gradually gained popularity, and within a span of just 2.5 years, FUNDAY is now available in more than 5000 locations across Australia.
The turning point came when Coles decided to revamp its health food aisles.
The supermarket giant removed sugary treats from its checkouts and replaced them with healthier snacks, including FUNDAY's low-sugar, high-fibre lollies.
This move was said to be part of Coles' strategic initiative to provide customers with healthier options throughout the store.
'In early November, we started selling FUNDAY as well as many other healthier alternatives at our front registers nationally,' a spokesperson from Coles said.
The decision to replace traditional chocolate bars and chips with healthier alternatives was not just a win for health-conscious consumers but also for businesses like FUNDAY.
Coles added that the changes had been 'well received, proving that customers are seeking healthier alternatives in their everyday shop'.
Kitay also described the move as a 'milestone' for his business.
'Our collaboration with Coles stems from their strategic initiative to offer healthier choices at the checkout—a move aligned with the UK’s HFSS laws, aimed at restricting high-fat, sugar, and salt products near checkouts.'
'FUNDAY, as a better-for-you lolly alternative, emerged as the ideal solution for Coles to cater to health-conscious consumers.'
'With our commitment to low sugar, no artificial sweeteners, prebiotic fibre, gluten-free, and all-natural goodness, we seamlessly align with the evolving preferences of consumers prioritising health and wellness.'
The shift towards healthier options at checkouts was not unique to Coles.
Woolworths has also removed a significant percentage of confectionery products from checkouts, offering healthier choices with a Health Star Rating (HSR) of 3.5 and above.
FUNDAY Natural Sweets has been stocked in Woolworths since December 2021 and is the top-selling gummy and adult sweet snack in Woolies Health.
'In Australia, where 30 per cent of consumers sidestep the confectionery aisle, being present at the checkout is pivotal,' Kitay said.
'The Coles deal is a substantial multimillion-dollar agreement, marking a significant milestone for the brand.'
'Beyond the financial implications, this collaboration moves us into the spotlight, reaching shoppers across 800 new stores. The growth potential is immense, and the early signs are promising, with FUNDAY consistently flying off the shelves at checkouts.'
FUNDAY products are also being sold in a diverse range of establishments such as airports, hotels, canteens, and even at cultural institutions such as the National Gallery of Victoria.
'Our brand isn’t confined to a single aisle; it’s meant to be part of every Australian’s daily moments, adding a touch of joy and deliciousness wherever they go,' Kitay added.
'FUNDAY was created to inject a breath of fresh air into a market saturated with lacklustre choices.'
'The aim was clear: to disrupt the conventional lolly landscape dominated by “big sugar”. The brand is a solution to the collective frustration of consumers seeking a healthier, more enjoyable sweet treat.'
The brand offers seven different flavours and varieties—such as Sour Cola Gummy Bottles and Raspberry Gummy Frogs—including two vegan lollies, with Snakes being the clear favourite among consumers.
Each bag, retailing for $4.50 per 50g bag, contains about 100 calories for the entire packet.
'Their success lies in the remarkable combination of natural, fresh flavours and a gummy texture that strikes the perfect balance between chewy and firm, creating an irresistible treat that our customers absolutely love.'
But FUNDAY's commitment goes beyond just offering healthier lolly options. The brand is also committed to sustainability and inclusivity.
'Our products are crafted with a strong focus on environmental responsibility – they are carbon neutral, predominantly powered by renewable energy, and even our gummy waste finds a purpose as pet food,' Kitay said, adding that they are also 'constantly exploring avenues for improvement while acknowledging that perfection is a journey, not a destination’.
'Our exploration extends beyond just new flavours; we’re delving into diverse formats, shapes, and textures to elevate the FUNDAY experience.'
What are your thoughts on this shift towards healthier options at supermarkets? Have you tried FUNDAY Natural Sweets? Share your thoughts and experiences in the comments below.
This comes as Coles makes a significant shift in its snack aisle, replacing sugary treats with healthier alternatives at checkouts.
Daniel Kitay, the Founder of FUNDAY Natural Sweets, launched his brand in April 2021, driven by a personal mission to offer low-calorie lolly options.
As a child and teenager, Kitay struggled with weight issues, which inspired him to create a product that would allow people to indulge their sweet tooth without compromising their health goals.
FUNDAY Natural Sweets offers low-calorie treats. Image source: Instagram/@fundaysweets.
FUNDAY's journey to success was not an overnight one.
After initially launching in Chemist Warehouse, the product gradually gained popularity, and within a span of just 2.5 years, FUNDAY is now available in more than 5000 locations across Australia.
The turning point came when Coles decided to revamp its health food aisles.
The supermarket giant removed sugary treats from its checkouts and replaced them with healthier snacks, including FUNDAY's low-sugar, high-fibre lollies.
This move was said to be part of Coles' strategic initiative to provide customers with healthier options throughout the store.
'In early November, we started selling FUNDAY as well as many other healthier alternatives at our front registers nationally,' a spokesperson from Coles said.
The decision to replace traditional chocolate bars and chips with healthier alternatives was not just a win for health-conscious consumers but also for businesses like FUNDAY.
Coles added that the changes had been 'well received, proving that customers are seeking healthier alternatives in their everyday shop'.
Kitay also described the move as a 'milestone' for his business.
'Our collaboration with Coles stems from their strategic initiative to offer healthier choices at the checkout—a move aligned with the UK’s HFSS laws, aimed at restricting high-fat, sugar, and salt products near checkouts.'
'FUNDAY, as a better-for-you lolly alternative, emerged as the ideal solution for Coles to cater to health-conscious consumers.'
'With our commitment to low sugar, no artificial sweeteners, prebiotic fibre, gluten-free, and all-natural goodness, we seamlessly align with the evolving preferences of consumers prioritising health and wellness.'
The shift towards healthier options at checkouts was not unique to Coles.
Woolworths has also removed a significant percentage of confectionery products from checkouts, offering healthier choices with a Health Star Rating (HSR) of 3.5 and above.
FUNDAY Natural Sweets has been stocked in Woolworths since December 2021 and is the top-selling gummy and adult sweet snack in Woolies Health.
'In Australia, where 30 per cent of consumers sidestep the confectionery aisle, being present at the checkout is pivotal,' Kitay said.
'The Coles deal is a substantial multimillion-dollar agreement, marking a significant milestone for the brand.'
'Beyond the financial implications, this collaboration moves us into the spotlight, reaching shoppers across 800 new stores. The growth potential is immense, and the early signs are promising, with FUNDAY consistently flying off the shelves at checkouts.'
FUNDAY products are also being sold in a diverse range of establishments such as airports, hotels, canteens, and even at cultural institutions such as the National Gallery of Victoria.
'Our brand isn’t confined to a single aisle; it’s meant to be part of every Australian’s daily moments, adding a touch of joy and deliciousness wherever they go,' Kitay added.
'FUNDAY was created to inject a breath of fresh air into a market saturated with lacklustre choices.'
'The aim was clear: to disrupt the conventional lolly landscape dominated by “big sugar”. The brand is a solution to the collective frustration of consumers seeking a healthier, more enjoyable sweet treat.'
The brand offers seven different flavours and varieties—such as Sour Cola Gummy Bottles and Raspberry Gummy Frogs—including two vegan lollies, with Snakes being the clear favourite among consumers.
Each bag, retailing for $4.50 per 50g bag, contains about 100 calories for the entire packet.
'Their success lies in the remarkable combination of natural, fresh flavours and a gummy texture that strikes the perfect balance between chewy and firm, creating an irresistible treat that our customers absolutely love.'
But FUNDAY's commitment goes beyond just offering healthier lolly options. The brand is also committed to sustainability and inclusivity.
'Our products are crafted with a strong focus on environmental responsibility – they are carbon neutral, predominantly powered by renewable energy, and even our gummy waste finds a purpose as pet food,' Kitay said, adding that they are also 'constantly exploring avenues for improvement while acknowledging that perfection is a journey, not a destination’.
'Our exploration extends beyond just new flavours; we’re delving into diverse formats, shapes, and textures to elevate the FUNDAY experience.'
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