Chinese confectionery brand Amos has steadily expanded its Australian presence, with products now available through retailers including Target, 7-Eleven, Coles, Costco and Amazon Australia. Peelerz gummies have also gained traction on TikTok, helping introduce the brand to a wider consumer audience.
Beyond manufacturing
Founded in Shenzhen in 2004, Amos Food Group has grown into China's largest confectionery company and the world's fifth-largest gummy company by 2025 retail sales, according to Frost & Sullivan. Between 2023 and 2025, it recorded a 61.9% compound annual growth rate, making it the fastest-growing company among the world's top 30 confectionery companies. In 2026, Amos also climbed to No. 48 in Candy Industry's Global Top 100 Candy Companies, up from No. 81 in 2024.
In April 2026, Amos filed for a listing on the Hong Kong Stock Exchange, marking another milestone in its transition from a manufacturing business to a globally recognised consumer brand.
Like many Chinese manufacturers established during the country's export boom, Amos began with OEM production before investing in proprietary brands. Its international expansion combined brand development with local market execution, including local teams, retail partnerships and consumer marketing. The acquisition of German sugar-free mint brand Blink in 2013 strengthened its European presence, while a corporate rebrand in March 2026 aligned the company name with its flagship consumer brand, Amos Food (Group) Co., Ltd., reinforcing its international identity.
The strategy has reshaped the business. Overseas markets generated 77.1% of total revenue in 2025, with products now sold in more than 80 countries and regions under the company's mission to "Be the sweet messenger to the world."
Innovation and creativity
Amos describes itself as a creative confectionery company, focusing on products that combine flavour with interaction.
Its 4D Blocks Gummies can be assembled before being eaten. Peelerz Gummies recreate the experience of peeling real fruit and, reportedly became the top-selling food and beverage product on TikTok Shop US during one campaign. Music Lollipops incorporate bone-conduction technology, allowing consumers to listen to music while enjoying the candy. These products encourage interaction, conversation and social sharing, broadening the appeal of confectionery beyond children and teenagers to adults.
The company has also received multiple Most Innovative New Product Awards at the US Sweets & Snacks Expo, reinforcing innovation as a core competitive advantage.
Consumer engagement
In Australia and New Zealand, through Amos Sweets Oceania, the company works with retailers, creators and social media communities to promote product launches, seasonal campaigns and interactive content. Demonstration videos and creator collaborations help consumers quickly understand the product experience, while maintaining a consistent brand identity across markets.
(Image source: oshiieats instagram account)
Channel strategy
Australia also demonstrates Amos' channel strategy. Rather than offering the same portfolio across every retailer, the company has progressively introduced different products, flavours and seasonal collections through different retail partners. Halloween collections, for example, have appeared through Costco, while its direct-to-consumer platform Amos Sweets and its Amazon Australia store carrie the broadest local assortment. The approach allows Amos to tailor products to different retail environments while expanding consumer touchpoints as the brand grows.
(Image source: snack reviews_aus instagram account)
Nutritional confectionery
Alongside its creative confectionery business, Amos has developed Biobor, a nutritional confectionery brand that has not yet entered Australia. The range combines ingredients such as probiotics, vitamins and DHA with gummy formats, reflecting growing consumer demand for convenient nutritional supplements. According to the company's listing prospectus, creative confectionery and nutritional confectionery are its two long-term growth platforms, while Frost & Sullivan identifies Biobor as China's largest probiotic gummy brand by 2025 retail sales.
Australia is only one chapter of Amos' international expansion, but it illustrates a broader transformation taking place across Chinese manufacturing—from producing for global brands to building globally recognised brands of their own.