Every great brand has its origin story. Ours? It starts with a lockdown, a bored 8-year-old, a dream of a gaming PC, and a family who believed that anything is possible when you work smart and give it 100%!

Meet Harry Foy, the 13-year-old kid boss, creative spark, and co-founder of Treat Yo Self Vegan Sweets.

The Idea That Sparked It All

It was the middle of lockdown, cabin fever had well and truly set in, and Harry had a goal: he wanted a gaming PC. But with a price tag of over €2,000, that dream was out of reach when you're relying on your parents to fork out for it!  

When we suggested he try to earn the money himself, something clicked with him; he loved the idea and the challenge. While thinking of ideas to make some money, around that same time, we had ordered some vegan sweets online from the UK as a treat for the kids and were floored by the cost, nearly £35 by the time they arrived.

We had told Harry before, "The best businesses solve problems. Find a problem, solve it, that's your business." That stuck. He thought about how hard it was to find affordable, tasty vegan sweets in Ireland, and how other people probably had the same problem.

He came back to us and said, "I want to start a vegan sweet company."

The mic dropped, and just like that, Treat Yo Self was born.

When Harry first came to us with the idea, we paused for a second to really take in what he was saying. He was just 8, but the idea was solid, and honestly, we were floored. I remember glancing at Darren and thinking, this kid’s a genius... LOL! From day one, I’ve always said Harry has an imprint of his Granda in his soul. There’s just something in him, a spark, a spirit, that feels like my dad is guiding him (and us) through this whole journey. He would be so, so, so proud. And we’re not the only ones who feel it. People who knew my dad, old customers and friends, have reached out over the years and said the same: “Harry is a chip off the old block, every bar of his Granda!” It makes me so proud. It feels like we’re carrying something forward, not just building a business, but continuing a legacy.

Family Business, Family Hustle

At the beginning, it was all hands on deck. Lisa (Mam) and Harry picked brand colours, created a logo on Canva, and built a Wix website. Darren (Dad) and Harry sourced bags, stickers, and sweets online. The first 100 bags were hand-packed as a family and stacked high in Mam's office.

Harry took to social media like a pro, introducing himself with his now signature: “Hi guys, Harry from Treat Yo Self here!” The videos took off, people loved his energy, and the orders started to roll in.

From content creation to face-to-face selling, trade shows to tasting events, Harry was front and centre from the start, and he still is. He’s not just the face of the brand, he’s the energy behind it.

Family businesses have this funny way of turning everyone into an expert at everything, whether you like it or not! We all muck in, dig deep, and figure it out as we go. Some mornings started at 5 am, packing orders before school. Some nights ran past midnight just to hit a deadline. There were tears, there was tea, and there were a lot of sweets along the way.

But we’ve grown through it, one order, one pouch, one step at a time. And as we grew, we got smarter. We brought in help, took pressure off where we could, and found our rhythm.

Harry’s seen it all. From the sidelines and smack bang in the middle of it. He’s learned when to knuckle down and when to lean into the joy of it. We try to keep him focused on the parts he loves most, the creative, the content, the meetings, the big ideas, but he’s always in the loop, learning how a business really runs.

And even now, there are still days when all six of us roll up our sleeves and pack like it’s launch day. Those are some of the best days. Not just because the work gets done, but because we’re doing it together.

Treat Yo Self has given us more than a business. It’s given us adventures, memories, holidays, laughs, and a better life. The kids are growing up knowing that when you work hard, dream big, and stay true to your values, anything is possible.

That’s the hustle. And that’s the magic of building something together.

 

From Startup to Spotlight

Today, Harry is stepping into a new era as TYS continues to grow. He’s building a new online business development strategy, one where he brings Treat Yo Self to TikTok in a way that’s authentic, inspiring, and inclusive.

He wants to show what it really takes to run a business, the behind-the-scenes highs and lows, the pressure, the joy, the why behind it all. His goal? To make TYS the most loved and best known vegan sweet brand in Ireland by the time he hits 16. 

The Pitch That Changed Everything

One of our proudest moments? Pitch23.

We entered a national small business competition on a whim, Harry’s video entry got him shortlisted for a live pitch at Arnotts in front of a Dragons Den-style panel of buyers and business leaders from BTA.

He was just 11 years old.

He nailed the pitch. He wowed the judges. And even though we didn’t win (shoutout to our friends at KALO), we gained something bigger, a six-week pop-up in Arnotts for Christmas 2023 that changed the game for us.

It was magical. Our family worked together in the store, chatting to customers, sampling sweets, and feeling the buzz of Christmas in one of Ireland’s most iconic stores. It was the Christmas of a lifetime. That experience opened the door to Brown Thomas & Arnotts stocking us nationwide, and they’ve championed us ever since.

But with the spotlight came pressure.

2024 was a tough year. Cash flow, fulfilment, growth, staff, and the usual growing pains. An immense high in 2023, and a massive low in 2024! Harry lived it all, and learned it all. He saw the pressure behind the scenes and learned what it really means to keep going, even when it’s hard.

Resilience. Grit. Ownership. These are the lessons no classroom teaches.

Life is about learning from every experience

Let’s be real, how many 11-year-olds do you know that can walk into a room full of grown-ups and confidently chat about flavour profiles, price points, marketing ideas, and retail strategy? Not many.

But that’s exactly what Harry did. Everything he’d been soaking up behind the scenes, watching, listening, learning at home over the years of growing the business, came pouring out when he hit the shop floor. No script. No safety net. Just Harry, doing what he does best: showing up, speaking up, and surprising everyone (even us!) with what he knew.

In a world where eye contact is a lost art and most kids are glued to screens, there he was, making connections, holding conversations, reading people, responding in real time.

It was a turning point.

That stretch in Arnotts wasn’t just about Christmas or sweet sales; it was a crash course in real business. And Harry passed with flying colours. It brought out a whole new level in him. He filled his mental tool box with more life lessons to take with him as he becomes a young man with the whole world at his fingertips. Lessons he will have for a lifetime, and beyond. 

Confidence, clarity, and a spark that’s impossible to teach,  but magic to watch.

And then came a moment we’ll never forget — The Late Late Toy Show, 2024.

We’d grown up watching it every year, so to see Treat Yo Self on that iconic stage, with one of our pouches gifted to every single audience member, was surreal. It was one of those pinch-me moments that felt like pure magic. The response? Off the charts. We did a full month’s worth of orders overnight, the buzz, the support, the pride… it changed everything. A game-changer in every sense, and one of our proudest moments to date.

 

Kid Boss in the big bad world

Starting a brand new school this year, strangers came up to him in the halls who recongised him “Are you the Treat Yo Self kid?”

He thinks it’s hilarious!

Over the years, we’ve had lots of influencer, celebrity, and sports star orders and gifts given. When we can, we hand-deliver them to try to grab a photo, and it’s so funny how some of these people get when they meet Harry. He finds it surreal that they open a door or walk up to him and go: "OMG Harry from TYS — can I get a photo, pal?" 

He is proud of what he has achieved! I think that if Harry were only on the periphery of the business, he might feel a sense of imposter syndrome when he was approached or recognised. But he has put in 5 years of hard graft, he has earned this recognition and therefore naturally embraces it as he knows he deserves it!!

He also knows he inspires others; loads of kids he knows or knows of have stepped into business ownership or entrepreneurship, and rightly so, anyone can do it if they put their mind to it and are ready to navigate the ups and downs, and with the right mentors and support, anything is possible.

Maybe he can be a mentor to others in business someday, with all he has learned. My Dad was that to me, I’ve mentored him, and one day he can pass that on, may the circle continue and the legacy live on!

Lessons from the Boardroom

One of our all-time favourite memories? That legendary pitch to Carrolls of Dublin.

Harry, 12 years old, struts into their corporate HQ like he owns the place. We walk into this massive boardroom, long table, suits, high energy, and what does he do? Heads straight for the top. The big boss chair. Swings back gently, arms out, chilled as you like. Totally unbothered. He’s holding court before the meeting even starts.

And guess what?
We didn’t get the deal.

But honestly, that moment was everything. Because in business, sometimes it’s not about the “yes”, it’s about the relationship and the lesson. And this was a masterclass in how to show up, be memorable, and keep the door open, even when it's a no.

Since then, we’ve regularly met those same buyers at events and shows. They always come over for a chat and a sweet (naturally), and while it’s not the right fit right now, the respect is there. That’s how you build authenticity and relationships.

It was a brilliant moment for Harry to learn that “no” doesn’t mean “never.” It’s just “not today.” And that sometimes, even when you walk out without a PO, you leave with something better, a solid foundation for what might come next.

That day was a lesson in character and the long game in business.

 

 

Family First, Always

This business is built on love. On time together. On values passed down.

From Harry’s grandad Eugene, who left a stable job in the bank at just 21 to chase a wild dream of starting a wholesale business selling record player needles (yes, really!), to Harry now leading us into major airports and retail shelves across the country… this is legacy in motion.

He was a dreamer. And against all odds, he built a consumer electronics empire over 40 years. He knocked on doors, made deals, grafted, and grew something special.

Harry, and all of us, are literally following in his footsteps. Different product, same spirit.

Lisa grew up in that exact kind of entrepreneurial environment, and now, by default, not design, she’s raising her own kids in the same way. That’s the magic of full-circle moments.

And from that same spark came one of the most iconic parts of Treat Yo Self…

“It’s... ANOTHER ORDER!”

It started when we first launched. Every time an order pinged through on Shopify, someone would shout “It’s…” and our then 4-year-old Ollie would belt out, in his tiny cute little voice, “ANOTHER ORDER!”

It stuck.
Now 9, Ollie’s anthem is part of the TYS heartbeat.

Staff say it. Customers say it. The kids’ friends say it. Even Nanna Marie joins in. It’s not just a saying, it’s a moment that reminds us to celebrate every single sale. Because we really do.

We built this brand one order at a time. And we still believe, with our whole hearts, that every order matters. No matter how big or small. No matter how early or late. That mindset is everything.

And it always will be.

What’s Next?

How it started: brown kraft pouches, Canva stickers, packing orders on the kitchen table.
How it’s going: vibrant, premium packaging that stands tall on shelves, and a range that’s growing every season.

We had an amazing designer, Amy, redevelop the brand for us, and that set us apart from the rest. We’re proud to now work with Morgan, who’s elevating every element of our brand and bringing all the new packaging concepts to life.

Great design and vision are the backbone of every great brand, and we’re so grateful to both Amy and Morgan for helping us get to where we are today.

We’re launching 24 brand new products for Christmas 2025, our biggest product rollout yet. And we’ve just developed exclusive products for both Avoca and Brown Thomas & Arnotts nationwide.

When companies of that calibre trust you to create products for their shelves, that’s belief. That’s partnership. And we don’t take it for granted.

And now, with the Guaranteed Irish symbol proudly on our packaging, we’re part of a wider community of Irish businesses who believe in doing good, supporting local, and leading with values. It’s a mark of trust, and we’re so proud to carry it as we continue to grow.

And we’ll never forget our very first stockists.

Tristan from Coffee Works placed our very first small retail order. We sent Kraft pouches in reused boxes with printed stickers. Today, we’re still proudly stocked in all of his amazing stores.

And Erika from The Orchard gave us a shot when we weren’t even ready. We didn’t yet understand labelling or have proper boxes to ship with, we just weren’t there yet. But she saw the vision and believed in us. And she’s still with us.

People buy from people.

We’ve spent years building relationships with the people who believed in us. And that’s why we’re now stocked in over 120 retailers across more than 250 locations, from department stores and garden centres to food halls, pharmacies, hotels, cafes, museums, and destination locations.

We’ve supplied some of the biggest corporate clients in Ireland, from Meta to EY, Blizzard, Dell, JD Sports, and Kuehne + Nagel. We’ve handled subscription boxes, hamper companies, event gifting, and large-scale campaigns.

We are undergoing FDA approval to launch into the USA (currently slightly delayed due to tariffs, but we’ll get there). Our 2026 sights are set on Europe and the Middle East — we have confirmed meetings with 20+ major European retail groups, including DisneyLand Paris and Carrefour in October 2025!! We’re busy now prepping for in-flight shopping options on major global airlines, complimentary gifting, and global duty-free, because when we say we want to go far, we mean it.

 

Why We’re Earth Friendly

As a family, we try to live consciously, and sustainability was always going to be a core value for Treat Yo Self.

From the very beginning, we knew that if we were going to build something, it had to be kind to animals, to people, and to the planet. That’s why every sweet we sell is vegan and gelatine-free, with no animal by-products. Better quality sweets. A better treat.

And we’ve never stopped at the sweets.

Our packaging is fully home recyclable, biodegradable, and compostable wherever possible. We reuse everything, tape, stuffing, boxes, nothing goes to waste if we can help it. Sometimes, doing the right thing costs a little more, but we believe that if we all make better choices, we can create change. One box at a time.

It’s not about being perfect, it’s about trying, every single day, to be better.

We lead with integrity. We lead with honesty. And our values are non-negotiable:

“Kindness Always, To Animals, To People, To The Planet”

Stick to your values like you stick to glue, and you’ll never go wrong.

 

Giving Back, Always

At Treat Yo Self, giving back isn’t a campaign — it’s part of our core.

As a kid-run business, it means everything to us to support kid-focused charities doing powerful, life-changing work across Ireland. Every year, we proudly support Temple Street and Crumlin Children’s Hospital through our Get 2 Give Campaign — where for every 2 pouches sold on our website in the run-up to Christmas, we donate 1 directly to the hospitals.

Then, on Christmas Eve, we load up the van and deliver boxes and boxes of sweets to both hospitals for the sick children, their families, and the incredible key workers who spend their Christmas Day in hospital. This will be our 6th year doing it — and it's become one of the most special days in our calendar.

We also support Make-A-Wish Ireland in our own unique, quiet way — helping to grant at least one wish a year. It’s not something we shout about, but it’s deeply meaningful to us, and it reminds us why we do what we do.

Being in business is about more than product and profit — it’s about people. And this part of the journey is the most rewarding of all.

 

Want to Join the Journey?

If you’ve followed us from the kitchen table to the shelves of Brown Thomas, thank you.
If you’re discovering us for the first time, welcome to the family.

Every bag packed. Every “Another Order!” shout-out. Every new stockist. Every kid that says, “Wait… you’re Harry from Treat Yo Self?”

This is real. This is family. This is business.
And we’re only just getting started.

 

✨ Interested in stocking Treat Yo Self?
We’re expanding across Ireland, Europe, the Middle East, and beyond. Join our premium family of stockists and become part of a community that supports Irish brands, champions sustainability, and believes in the power of the next generation.

📩 Email us at: info@treatyoself.ie
📦 And ask for our brand new wholesale catalogue for 2025 / 2026

It’s… ANOTHER ORDER!