Featured Supplier: Wild Thingz

Sweets that pass the parent test.

The world of sweets is getting a much-needed shake-up. Wild Thingz is leading the charge: bold flavours, brilliant bug shapes, and no artificial ingredients - ever. We’re the new wave of confectionery: loud, fun, and made to fit modern family values.

Created by ex-Mondelez industry insider Fliss Newland, Wild Thingz was born from a simple idea – kids shouldn’t have to settle for bland “better-foryou” sweets, and parents shouldn’t have to settle for junk. With half the sugar of traditional brands and 100% organic, plant-based ingredients, we’re making sweets that bring joy without the compromise.

Our range is fully vegan and free from the top 14 allergens – no dairy, no gluten, no gelatine, no preservatives. Just proper ingredients, playful shapes, and flavours that actually taste like fun. Sweets that kids get excited about, and parents can feel good saying yes to. That’s the Wild Thingz difference.

What today’s families really want

The UK sugar confectionery market is booming at £2.25bn – but parents are more ingredient-savvy than ever. 64% say they feel bad giving their kids sweets, mostly due to high sugar and additives. At the same time, 73% admit their kids have a big say when it comes to snacks and treats. Wild Thingz hits that sweet spot. The flavours, colours and shapes speak straight to kids – while the cleaner label, organic ingredients and reduced sugar reassure the grown-ups. It’s not about compromise. It’s about a sweet that finally gets both sides.

Our key selling points: simple, clear, reassuring

• Way less sugar
• Full on fruity taste
• No artificial colours, flavours or preservatives
• No gelatine or animal-derived ingredients
• Wildly organic (Soil Association accredited)
• Nothing synthetic, ever

What makes Wild Thingz different? Everything.

We don’t do boring. From Lemon Maggots to Cola Snails, our bug-shaped gummies are unapologetically weird, wildly tasty and totally irresistible. Kids love the creepy shapes and bold flavours. Parents love that they’re made with clean, organic ingredients. We’ve taken the most fun part of the sweet aisle and made it work for just about everyone.
There's three fabulous varieties to choose from: Zesty Pests, Fruity Flyz and Gummy Grubs.

We don’t just sit on shelves – we own them

Wild Thingz jumps off the fixture with bold colours, creepy-crawly shapes and unmissable branding. These aren’t sweets that blend in – they buzz, spark curiosity and drive impulse sales from both parents and kids. We bring serious shelf swagger.

Sweet formats that work for every occasion

We know today’s families snack differently – and our formats are built for real-life moments, from movie nights to party bags.

Two product sizes: Sharebags (130g) and Treatsize (25g)

• Perfect for enjoying with friends and family

• Packed in a compact shelf-ready case that goes straight onto shelf

• Clear, bold callouts on pack for quick shopper recognition

• A versatile, value-led format for everyday sharing Treatsize Bags (25g)

• Convenient, single-portion sweets with less than 80 kcal per bag

• Kid-friendly and ideal for children’s parties, party bags, after-school treats, trick-or-treating, or a quick sweet pick-me-up

• Supplied in a compact gravity-feed unit with 34 bags

• Eye-catching design draws attention and ensures easy, mess-free merchandising

We’re on the right side of a massive shift

Parents are scanning ingredients, not just price tags. Clean label, plant-based, allergen-free treats aren’t niche anymore they’re the future of family snacking. Wild Thingz delivers that, with way more personality than the usual health brand.

Big flavour, wide appeal

Vegan? Allergen-friendly? No gelatine, gluten, dairy or nasties? All checked. Wild Thingz suits a whole spectrum of dietary, ethical and religious needs – without ever feeling like a “free-from” brand. Our price point keeps things accessible, but the product experience feels special.