Meet Harry Foy – the 13-year-old kid boss behind Treat Yo Self, Ireland’s fastest-growing vegan sweet brand. From packing orders at the kitchen table to landing nationwide listings and international meetings, this is the inspiring real-life story of a family-led business built on hustle, heart, and the power of small moments. Discover the journey, the values, and the sweet future ahead.

At Treat Yo Self, every single stockist means the world to us.

From that first “yes” to our latest launch, our business has grown one shelf at a time — powered by passion, hustle, and the belief of some amazing buyers who took a chance on a small, family-run, kid-owned Irish brand with big dreams and even bigger jellies.

And now? We’re stocked in over 120 incredible locations across Ireland — from luxury department stores and gift shops, to independent pharmacies, cafés, eco-stores, museums, hotels, and more.

We’re so excited to announce that Treat Yo Self is proudly stocked at Shannon Airport Duty Free—marking our third international airport listing in Ireland, alongside Dublin Airport Terminals 1 & 2 and Cork Airport.

Big news! 🎉 Treat Yo Self is now available in Aer Rianta Duty Free at Dublin Airport Terminal 1 & 2 and Cork Airport! ✈️🍬 This is a huge milestone for our small but mighty Irish brand, bringing our vegan, earth-friendly sweets to millions of travelers each year. Whether you're jetting off for an adventure or heading home, make sure to grab a pouch and #SweetenYourJourney! 🚀🌍

Big News: The Mini 100g Pouch is Here!

We’re thrilled to launch our brand-new Mini 100g Pouch—the ultimate vegan and gluten-free treat! Perfectly sized and packed with flavor, it’s ideal for till points, coffee shops, gift stores, hampers, events, and more. Thoughtfully designed with eco-friendly packaging, this versatile pouch is set to become a key product in the Treat Yo Self range. Whether you’re sharing, gifting, or indulging, the Mini 100g Pouch is here to spread sweetness everywhere! 🎉🍬🌱

Exciting Times for TYS!

We just wrapped up our second year at Showcase Ireland, securing amazing new retailers like Blarney Woollen Mills and Meadows & Byrne, plus nearly 30 more accounts!

Thanks to last year’s success, we’re now stocked in incredible places like Avoca and Beyond The Trees, and we have something HUGE to announce next week.

Big things are coming for 2025—thank you for your support! Stay tuned!

We (Treat Yo Self) made it to the FINAL 5 of the #Pitch23 competition with Arnotts! 

This is huge for us. Like beyond imaginable... Let me tell you all about it!