How Amber Pitsis turned a health obsession into a global snack brand

From a training addict to health food entrepreneur, Amber Pitsis took her sweet tooth and love for superfoods and turned them into Valli Snacks, a functional gummy range now stocked across Australia, Singapore and Dubai, with the US firmly in her sights.

Amber Pitsis didn’t set out to launch a global snack brand. She was just trying to fix a problem in her own life. A lifelong lover of health and fitness – and a self-confessed sweet tooth – she was frustrated with the so-called “better-for-you” snacks on the market. “I kept seeing these products that claimed to be healthier, but I knew they could do so much more,” she says. “Adding real functionality to those snacks? That’s the future.” 

Three years later, Valli Snacks is one of the first brands in the world to combine popular gummy-style treats with genuine superfood benefits. The range, which includes flavours made with spirulina, beetroot, wheatgrass, coconut water and goji berry, tastes like traditional lollies, but packs a nutritional punch. Retailers have taken notice: Valli is stocked in Harris Farm and across hundreds of independent retailers, with distribution in Singapore and Dubai already underway. 

Now, Pitsis is preparing for her biggest leap yet – into the US market. 

From dance floors to superfoods 

Growing up in the semi-rural Sydney suburb of Dural, Pitsis was always active. “I danced a lot as a kid, intensely,” she says. That love of movement evolved into a deep commitment to fitness as she got older, especially after becoming a mother. Having two kids made Pitsis double down on her focus on health. She began to learn more about the concept of food as medicine and what it could do for the body. But she also had a sweet tooth. 

“There was this constant tension – loving health but wanting something sweet every day. That’s when I thought, ‘What if I could just make the thing I’m craving, but healthy?’” The idea for a “functional lolly” was born. 

The gummies that changed the game 

Valli Snacks are not vitamins. They’re not traditional supplements either. They’re lollies – bright, chewy, sweet treats that happen to be infused with nutrient-dense powders. “You can eat a whole bag and not even taste the broccoli, spirulina, or beetroot,” she laughs. “That was the mission. It had to feel indulgent, not medicinal.” 

Each gummy flavour has a carefully matched superfood blend: the red variety is packed with antioxidant-rich ingredients like goji berries and açai, the green includes spinach, moringa and wheatgrass, the cola bottle shape contains coconut water to support hydration, and the Blueberry Koala Bears are packed with blue spirulina. 

A three-year battle to manufacture

The innovation caught attention early, but making the product was a challenge Pitsis hadn’t anticipated. “I thought the hard part would be the idea. Turns out, it was getting someone to make it,” she says. It took three years to find an Australian manufacturer who could blend the natural superfoods with gummy textures in a way that passed regulatory approval and kept the taste right. “I got told no dozens of times. I tried America, Europe, and Asia. They didn’t get it. Some were like, ‘Do you want a vitamin or a lolly? You can’t have both.’” 

At least four times, Pitsis nearly gave up. Then, a chance conversation in Australia connected her with a manufacturer willing to give it a shot. “It was one of those moments where everything aligned. But I had to go through hell to get there.” 

When Valli Snacks hit shelves in September 2024, the response was immediate. “We’re now moving at least five tonnes of gummies a month,” Pitsis says. “And it hasn’t stopped.” The brand was featured at Miami Swim Week, is stocked in Singapore and Dubai, and has received unsolicited inquiries from distributors around the globe. 

Even high-end Australian retailers like Harris Farm embraced the brand instantly. “They saw the product and said yes straight away,” Pitsis says. “There was no hesitation.” 

But with growth comes momentum. Scaling quickly brings its own set of challenges, especially in managing soaring demand. At one point, stock sold out, prompting Pitsis to act fast and coordinate a special production run in time for Easter. Her ability to navigate high-pressure situations, while juggling procurement, R&D, and day-to-day operations, is a testament to her commitment. Staying hands-on, she ensures Valli Snacks grows with purpose and precision. 

“This is like my third child – and the most demanding one,” she laughs. “I’m up at 5:30 am working before my kids wake up, and I’m back on emails after they go to bed. I’ve had to learn everything on the fly. There’s no handbook.” 

She credits the brand’s success in part to its uniqueness. “It’s a niche product. It’s not just another protein bar or ‘better for you’ snack. That made it easier to get distributors on board – but harder to explain at first.” 

Early hustle, lifelong intuition

Most of Pitisis’s decisions have been driven by gut instinct, something she believes is often underestimated in business: “My instinct has led almost everything I’ve done with Valli.” 

The Sydney-based entrepreneur has looked to female founders like Kirsten King of Fluidform, who has “not only created something beautiful but also made time to mentor and support other women.” Her other influence is Anna Lahey of Vida Glow, whose global success taught Pitsis the power of focus and believing in one’s vision. She hopes to inspire others, encouraging young women to start before they’re ready, trust themselves, and work hard, even when things aren’t perfect. 

What’s next? America.

After months of organic interest from US retailers, Pitsis is preparing for a proper launch into the American market. “They get it over there, just like Australians do. They understand better-for-you and functional snacks. So we’re excited about that expansion.” 

Her long-term vision? To build a globally recognised brand synonymous with functional snacking. “We’re at the beginning. People are looking for more from their food, especially when it comes to treats. They don’t want to feel guilty.” 

And for anyone who thinks the road to wellness entrepreneurship is easy, Pitsis is refreshingly honest: “There are setbacks, tough days, and a steep learning curve – but if you stay focused and committed, it’s worth every bit of the effort.” 

LEARN MORE AT vallisnacks.com.au