Australian better-for-you brand Funday is bringing its signature soft gummy candies with a creamy foam layer to the US market through a Target rollout. The range was created by founder Daniel Kitay and was developed to recreate classic candy textures while keeping nutrition lean with no added sugar or sugar alcohols.
The Target assortment includes five varieties: Strawberry & Cream, Peaches & Cream, Classic Aussie Mix, Fruity Kangaroos and Fruity Koalas. Each formula uses natural colors and flavors, delivers prebiotic fiber and aims for a low-calorie profile, and the candies come in multiple playful shapes and sizes that pair bold fruit notes with a whipped finish.
For shoppers, Funday offers a familiar candy experience with fewer calories and added gut-friendly fiber, making indulgence feel lighter and more functional. The nearly 1,300-store Target rollout is the brand's largest international expansion to date and ups its US visibility.
Image Credit: Funday
Key Themes Behind This Trend
- Functional Candy
- Confectionery brands are blending indulgent formats with benefits like prebiotic fiber, creating room for sweets that feel both playful and wellness-aligned.
- Low-sugar Indulgence
- Reduced-sugar treats that avoid sugar alcohols signal growing potential for products that preserve familiar taste and texture without traditional nutritional tradeoffs.
- Playful Better-for-you Snacks
- Whimsical shapes, creamy textures and bold fruit flavors show how health-positioned snacks can compete through fun rather than restraint.
Where This Applies
- Confectionery
- Candy makers face new opportunities in reformulating classic products with cleaner labels, lower calories and added functional ingredients.
- Retail
- Mass retailers can accelerate discovery of emerging wellness snack brands by giving better-for-you indulgences national shelf visibility.
- Health and Wellness
- The expansion of gut-friendly ingredients into candy reflects a broader shift toward everyday products that merge enjoyment with functional nutrition.
