The evolution of sugar-free lolly startup FUNDAY Pure Sweets


After years of perfecting his product, Melbourne-based entrepreneur Daniel Kitay launched FUNDAY Pure Sweets in Might 2021 to vary how we view, and style, lollies. In that brief time, he’s constructed a model that’s already beginning to broaden internationally.

It’s laborious to imagine that FUNDAY Pure Sweets solely launched final 12 months. It already appears like a well-established model, being stocked at Chemist Warehouse from the get-go and lately on provide in Woolworths supermarkets throughout the nation.

“It’s been a little bit of a whirlwind 12 months,” deadpans founder Daniel Kitay. “All of it occurred throughout COVID, so it’s been a little bit of a loopy one.”

Daniel began engaged on a more healthy deal with for lolly followers a number of years in the past. He started concocting sugar-free sweets within the kitchen at house, then moved on to growing the proper flavour with a crew of meals scientists, cooks and nutritionists. They launched the actual substances, no sugar added, high-fibre FUNDAY sweets to on the spot demand, with Chemist Warehouse snapping them up at launch.

“Chemist Warehouse actually appreciated the lollies as there’s nothing prefer it in Australia,” says Daniel. “It’s a very modern product and I believe they only actually appreciated it. They offered out inside about 4 weeks throughout the nation.”

Then Melbourne went into one other lockdown, and Daniel confronted the problem of maintaining the momentum of his new model.

“I’m all the time very cautiously optimistic,” he says. “You by no means understand how issues are going to pan out, notably if you launch a enterprise after which COVID comes. You don’t actually understand how issues are going to progress and what’s going to occur. It might go both means.”

“It was the suitable place, on the proper time”

The sudden lockdown was all of the impetus Daniel wanted to method Amazon Australia about organising store to promote his merchandise on-line. In doing so, he joined greater than 11,000 Australians who now promote via Amazon.

“I believe after I began the enterprise I used to be all the time fairly eager to get our merchandise on Amazon and provides it a go,” he explains. “As soon as we had product out there, I reached out to them and mentioned I believe it might be a good suggestion. They had been fairly eager to have us on the platform.”

FUNDAY was given a devoted Amazon account supervisor which Daniel considers an enormous asset. From the very starting he was given loads of recommendation and assist to get issues up and operating rapidly and effectively.

“As a small enterprise with a really lean crew, we acquired a little bit of hand-holding,” he says. “Simply when it comes to the best way to set issues up, the best way to handle our stock, ship our first lot of orders, warehousing and the best way to arrange the pricing.”

FUNDAY Natural Sweets

FUNDAY Pure Sweets have a 5 Well being Star Ranking. Picture: Equipped.


It was all a welcome assist to a small enterprise simply beginning out, particularly the Fulfilment by Amazon (FBA) providing.

“We had been initially promoting the merchandise from my house as a result of we didn’t have an workplace at that stage as we’d simply launched,” explains Daniel. “With FBA, we had been in a position to ship inventory direct from their warehouse and it was a very huge profit for a small enterprise who weren’t actually certain the best way to finest ship the inventory.”

As soon as FUNDAY inventory was delivered to the warehouse in bulk, Amazon managed the selecting and packing for buyer order fulfilment. It’s run like a well-oiled machine, from Daniel’s perspective, and he notes that they’ve by no means had any fulfilment points or acquired a single destructive overview from a buyer.

“They’ve by no means allow us to down,” he says. “I believe the arrogance is that I’m an present Amazon buyer from the start and I had a great expertise with just about each order that I’ve ever acquired. So I used to be fairly completely satisfied to allow them to care for it.”

Enlargement to different markets, all within the first 12 months

FUNDAY has taken off at such a rocket tempo that it’s little shock Daniel is already contemplating increasing into different markets.

“When you’re arrange, it turns into very straightforward to transition to different markets,” he says. “So we’re exploring markets just like the UK and Singapore. The profit is that after you’re in contact with the account supervisor in a single nation, it turns into fairly straightforward to transition.

“That’s one of many powers of working with a world ecommerce firm and it’s one of many benefits for us in working with Amazon in Australia and dealing actually intently with them. I believe that’s actually highly effective for a small enterprise.”

Amazon Australia’s latest World Empowerment analysis discovered that nearly a 3rd of Australian small-to-medium-sized enterprise homeowners (not all Amazon sellers)¹ have simply launched or plan to broaden to new international locations inside the subsequent two years. From people who have already launched abroad, 96 per cent say they’ve “no regrets” and 80 per cent wished they’d achieved it sooner.

Startups like FUNDAY present simply how the suitable product and the suitable assist will help take a model from Australia to the world, with much less boundaries of entry to worldwide markets.

Daniel Kitay’s three suggestions for brand new startups:

1. Take motion and simply go for it

It’s very straightforward to speak a few enterprise concept that’s ‘going to vary the world’ or ‘going to make you wealthy’ however in actuality, most individuals simply discuss it, and it by no means will get actioned. It’s superb what can occur when you make the choice to start out your corporation and stop the whole lot to make it occur.

2. Clear up an issue available in the market

The recommendation above comes with warning as most new companies don’t succeed. You wish to come ready with a services or products that genuinely solves an issue available in the market. Then be ready to work tougher than you’ve ever labored earlier than.

3. Dream world

Regardless of Australia’s inhabitants being a beneficiant 25 million, FUNDAY solves an issue, and might serve markets that transcend our native borders. Take into consideration a services or products that has the potential to serve the worldwide inhabitants which suggests the impression you and your corporation can have are considerably larger.

Need to promote on-line? Discover out all of the ecommerce development alternatives and instruments out there with Amazon Australia at

To see extra native sellers making it huge on Amazon Australia, go to

This text is dropped at you by Startup Day by day in partnership with Amazon Australia.

Characteristic picture: Equipped.

¹ Supply: ‘World Empowerment’ research commissioned by Amazon Australia and performed by McCrindle in October 2021, surveying 1003 Australian small to medium sized enterprise homeowners. The survey is a random pattern of the overall inhabitants of small and medium sized enterprise homeowners throughout Australia, and never a survey of Amazon third-party sellers.


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