The charity category is cluttered and brand presence is difficult to sustain or increase. With the development of Puppy Pals, Guide Dogs Australia is able to find a new way to connect with supporters. The Puppy Pals design not only engages existing supporters of Guide Dogs (and consumers of chocolate) but also has a unique appeal for visually-impaired Australians through the use of Braille on the actual chocolate. This adds to the experience for blind consumers and educates consumers who are not vision impaired

Over 60,000 Puppy Pals were sold to one distributor from the initial run and sales have continued to be strong since the launch in late 2012. They're currently only produced in milk chocolate, however, based on current sales figures, there are plans for other variants (white, dark) to be produced. Guide Dogs have enjoyed an increase in their fundraising results via this new revenue stream. Anecdotally, Guide Dogs has heard that Puppy Pals are out-selling Freddo Frogs in some channels. This can only benefit the flow-on effect for the Guide Dogs brand.