Funday Natural Sweets is heading to Target stores across the United States, with the Australian candy brand confirming it will appear in 1,300 locations from 13 September. The range will retail at $3.99 per bag across five flavours.
Funday Natural Sweets Target rollout: what US shoppers can expect
The five flavours heading to US shelves are Strawberry & Cream, Classic Aussie Mix, Peaches & Cream, Fruity Kangaroos, and Fruity Koalas. Each bag is gluten-free, contains no added sugar or sugar alcohols, and uses only natural colours and flavours. The gummies are also packed with fibre, a combination that underpins the brand’s positioning as a better-for-you confectionery option.
What separates Funday structurally from standard gummies is a two-layer build: a gummy layer sits atop a foamy base, delivering two distinct textures in a single piece. It is an approach familiar to fans of certain Scandinavian-style sweets, adapted here with the no-added-sugar profile that helped Funday build its following in Australia.
According to Tracxn, Funday Natural Sweets was founded in 2020, meaning the brand has reached a 1,300-store US retail deal inside five years of trading. For a confectionery start-up to land shelf space at that scale, in a market as competitive as American grocery and general merchandise retail, represents a rapid commercial trajectory by any measure.
Social media reaction underlines the brand’s international reach
The announcement has drawn a strong response online, with fans from several countries weighing in. Australians living in the United States were particularly vocal. ‘As an Aussie in the US this is the best news everrrr,’ one fan commented. Another wrote: ‘YESSSS just in time as we are headed to the states, I was actually shattered knowing I wont get access to you lollies but this has made my DAY!’
American consumers matched that energy. ‘Can’t wait to try them!’ one wrote, while another added: ‘BEYOND EXCITED!!!!’ The response suggests the brand has cultivated genuine anticipation beyond its home market, rather than relying solely on novelty.
A recurring thread in the comments was frustration at the UK’s exclusion from the rollout. ‘Amazing!! Well done!! Now UK please 🙏🏻,’ one British fan pleaded. It is a reminder that while the United States is the immediate focus, there is evident appetite for further international expansion.
Australia’s confectionery export moment
Funday arrives in the context of growing global curiosity about Australian food products. The country has previously exported Tim Tams, the flat white coffee format, and Vegemite to varying degrees of international traction. A better-for-you gummy with a distinctive two-layer construction occupies different territory from those predecessors, but the underlying dynamic is similar: Australian consumers have validated the product at home, and international retailers are now willing to test that conviction.
The $3.99 price point places Funday competitively within the US confectionery aisle, sitting at an accessible level for an impulse purchase while still signalling a degree of premiumisation relative to standard pick-and-mix formats. Whether consumers reach for it once as a curiosity or return to it as a regular basket item will determine how durable the Target relationship proves.
The 13 September in-store date gives Funday its clearest deadline yet: a nationwide debut in one of the United States’ most visited general merchandise retailers, with five flavours and a social media fanbase already primed to make the first week’s sell-through count.