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Wild Thingz is unapologetically shaking up the confectionery category

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Wild Thingz is crashing into the confectionery world with an unapologetic mission: less junk, more punk. This challenger gummy sweet brand is here to disrupt the £1.4 billion UK sweets market with bold taste, but without any of the artificial nasties or the sugar overload. These sweets are about reclaiming the joy of childhood treats – featuring rebellious packaging, and wildly organic ingredients.

Sweets are part of the magic of childhood. 73% of parents with children aged 4-12 believe that a childhood without sweets is pretty joyless, whilst 63% of those who let their children eat sweets, say they give it to them once a week or more. Yet parents often feel guilty about buying sweets, with research showing they have the worst perception of any snacking category due to high sugar and artificial ingredients. Consumers want it all: great taste, fun, and better health credentials.

This is where Wild Thingz steps in to reject the beige world of “better-for-you” snacks. These are not boring snacks in disguise – they are sweets through and through, just the best version of sweets they can be. Wild Thingz offers the fun, rebellious edge missing from most healthier options. With half the sugar of the big brands and no artificial colours, flavours, or preservatives, these are treats kids love and parents can feel good about.

By transforming the category, Wild Thingz is creating a new sweet spot: fun, flavourful treats that look like sweets, taste like sweets, and are loved by kids because they’re sweets—but made with no junk, only organic ingredients, no additives. Less sugar, naturally. More punk, unapologetically.

Wild Thingz offers no artificial colours, flavours, or preservatives; half the sugar of big-name sweets, even less than dried fruit snacks; and no additives or sweeteners, only organic, gluten-free, and plant-based ingredients.

Research commissioned by Wild Thingz with YouGov reveals three key parent groups. Of parents surveyed who know their childrens’ sweet consumption, 64% are ‘Reluctants’, those hesitant to give their children sweets due to concerns about sugar and additives. Meanwhile, 32% are ‘Rejoicers’, parents who have no rules around sweets, and 4% are ‘Rejectors,’where kids are not allowed sweets at all. Wild Thingz aims to turn more ‘Reluctants’ into ‘Rejoicers’ by offering a great tasting sweetie option without the artificials.

Wild Thingz bridges the gap between great taste and health with wild flavours and wilder shapes like Green Apple flavoured Flies, Lemon Maggots, and Cherry Spiders. Wrapped in vibrant, rebellious packaging, they are available in 130g share bags and 25g treat-sized packs—perfect for family snacking, and parties.

With strong interest from retailers, Wild Thingz has secured listings with Diverse Fine Foods, CLF Distribution, Hunts Food Group, Essential Trading Co-operative, and Suma Wholesale. Starting January 2025, the brand will also be available on Amazon.

Having launched at Lunch! Expo, Excel (18th-19th September) and the Garden Centre Exhibit (15th-16th September), Wild Thingz promises to shake up the market with its innovative, better-for-you sweets.

Created by a passionate female team determined to offer a healthier, more exciting alternative, Wild Thingz was founded by Fliss Newland, who left confectionary giant Mondelez to start this challenger brand.

The mission is simple: reclaim the joy of sweets—no artificials, no apologies.

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