Amber Pitsis didn’t wake up one day and decide to launch a global wellness snack empire. Like many modern entrepreneurs, she started with a craving—one that conflicted with her passion for health. A dancer-turned-fitness-devotee and mom of two, Amber had spent years chasing performance and wellness. But behind the green smoothies and protein powders, she still wanted candy. So, she did what most people don’t: she built her own solution. Meet Valli Snacks—the functional gummy line that tastes like childhood nostalgia, but delivers like a superfood shot.
From her home in Sydney’s leafy Dural suburb, Amber Pitsis quietly launched one of the most disruptive snack brands on the market. Valli Snacks isn’t just another “better-for-you” label—it’s one of the first to merge indulgent gummy candies with genuine nutritional benefits. Think açai, spirulina, beetroot, and wheatgrass—yes, in actual lolly form.
But let’s rewind. This wasn’t some overnight success story. Amber spent three years trying to convince manufacturers to make her gummy dream happen. “Everyone told me it couldn’t be done,” she says. “They’d ask, ‘Is it a vitamin or a candy? You can’t have both.’” Australia said no. So did the U.S., Europe, and Asia. Just as she was about to shelve the idea, one Australian manufacturer took a chance. And it paid off. Big.
When Valli hit shelves in September 2024, it didn’t just sell—it exploded. Five tonnes a month. Instant sellouts. International interest from retailers in Singapore, Dubai, and the U.S. By early 2025, Valli was featured at Miami Swim Week and stocked in hundreds of premium outlets like Harris Farm.
The genius? Each Valli gummy is matched with a targeted superfood blend. Red packs antioxidants from goji and açai. Green brings moringa and spinach. The hydrating cola bottles are laced with coconut water. And the Blueberry Koala Bears? Bright blue from spirulina, not dye. They’re lollies with benefits—and people can’t get enough.
Amber isn’t just the face of the brand—she’s still its engine. She wakes at 5:30 a.m., handles production issues before breakfast, and is back on email after bedtime stories. Her role spans founder, operator, R&D lead, and brand visionary.
“This is my third baby,” she laughs. “And definitely the neediest”
What sets Valli apart—besides flavor and function—is how deeply personal it is. Amber built it to solve her own tension: wanting to live well but still craving sweet. That authenticity runs through everything, from the product itself to the brand’s voice. Valli isn’t about restriction or guilt—it’s about balance and joy. That philosophy is winning hearts (and mouths) around the world.
Her rise hasn’t gone unnoticed. She counts female founders like Anna Lahey of Vida Glow and Kirsten King of Fluidform as inspirations, both for their brand clarity and their commitment to mentoring women. Amber wants to pass it forward, encouraging other young women to
“start before they’re ready” and trust their instincts. “You won’t have all the answers—but your gut knows more than you think”
As she preps for a full-scale U.S. launch, Pitsis is laser-focused. Distributors are lining up. Retailers are already sold. Americans get functional snacking, she says—and Valli is primed to become a household name.
“People don’t want to feel guilty anymore. They want their snacks to serve them. And we’re here for that”
Amber Pitsis didn’t invent the gummy. She reinvented it. With Valli Snacks, she’s not just filling a gap in the market—she’s reshaping how we think about indulgence and wellness. And if her gut instinct continues to guide her, it won’t be long before Valli joins the ranks of globally iconic snack brands. One chew at a time.
