A former Mondelez executive has launched a confectionery brand whose plant-based gummies have half the sugar of traditional sweets.
Called Wild Thingz, the startup offers a range of bug-shaped, fruit-flavoured gummies.
Three variants – Zesty Pests, Fruity Flyers and Gummy Grubs – have launched in both 25g treat packs and 130g sharing bags.
The sweets contain organic ingredients with no artificial additives or sweeteners, and half the sugar of traditional sweets.
Research commissioned by Wild Thingz with YouGov revealed 64% of parents are ‘reluctants’, who are hesitant to give their children sweets due to concerns about sugar and additives. Meanwhile, 32% are ‘rejoicers’, and have no rules around sweets.
Wild Thingz aims to turn more ‘reluctants’ into ‘rejoicers’, by offering “great-tasting” sweets without the artificial ingredients.
It is the brainchild of Fliss Newland, who has worked in various sales and e-commerce roles for Mondelez but “always had this pipe dream of setting up my own thing”.
“I have been a vegan now for many years and I came to know about these amazing vegan sweets that were very much selling to a [pureplay] vegan audience.”
Newland recognised vegan sweets had “so much more potential, which is what resulted in Wild Thingz”.
“Just because we have less sugar, no artificial rubbish and are organic and plant-based doesn’t mean we need to be cutesy, boring, or beige,” said Newland.
“We’re about fun,” she added.
Wild Thingz will launch on Amazon in mid-December.
It will be available to independent retailers and foodservice via wholesalers including Diverse Fine Foods, CLF Distribution, Hunt’s Food Group, Essential Trading and Suma Wholesale in January.
You can now secure your tickets to The Grocer New Product & Packaging Awards!
Join us on 8 November at Wembley Stadium to celebrate the latest and greatest product and packaging innovations.
See this year’s finalists and book your seat here.
No comments yet