Wild Thingz, the UK’s rebellious new sweets player entering the market in 2025, has a message for the confectionery giants: it’s time to clean up your act. The rebellious brand has this week called out leading sweet companies like Haribo and Mars, challenging them to move away from artificial ingredients and unnecessary additives. Founder Fliss Newland travelled to Yorkshire to deliver the letter to the Haribo office by hand, and has sent letters to other big corporations. At a time when consumer demands for healthier, natural options are on the rise, Wild Thingz is unapologetically leading the charge with their manifesto for change: “Less Junk, More Punk.”
Founded by former Mondelez executive Fliss Newland, Wild Thingz is bringing a fresh, responsible twist to the sweets category with its organic, plant-based gummies, boasting half the sugar of traditional brands and none of the artificials. “Sweets should be joyful, not loaded with ingredients that leave a bad taste,” says Newland. “We’ve built Wild Thingz as an alternative to the big brands’ artificial offerings, using real ingredients to make sweets taste great—naturally.”
The manifesto, a direct letter to Big Sweetie brands, recognises the role of sweets in sparking joy for children and adults alike, but urges a shift in which ingredients go into making these treats. With no gelatine, no palm oil, no talc, and no artificial flavours, colours, or preservatives, Wild Thingz invites these brands to match their commitment to high standards in health, flavour, and sustainability.
Excerpts from the Wild Thingz Manifesto:
- “Sweets are one of life’s great pleasures, and we’re here for it. But in 2024, it’s mind boggling that sweets are still full of artificial ingredients. It’s time for a shift.”
- “We’ve made sweets with none of the weird stuff still hanging around in popular brands: no gelatine, no palm oil, no talc. Just organic, plant-based ingredients.”
- “Are you willing to clean up your sweets? Will you take the step to create sweets free of unnecessary additives and artificial fillers, or will you keep them as they are? Let’s make 2024 the year we bury the junk.”
The consumer shift towards health-conscious snacking continues to shape the confectionery landscape. According to recent YouGov research commissioned by Wild Thingz, 64% of parents are hesitant to give their kids sweets due to high sugar and additives, and 73% agree that childhood isn’t complete without the occasional treat. Wild Thingz aims to bridge this gap, offering an indulgent treat parents can feel good about.
Wild Thingz is sparking an industry-wide conversation, inviting major players to join their movement for healthier, naturally delicious sweets. “The industry needs to evolve, and Wild Thingz is here to pave the way,” says Newland. “Sweets don’t need to compromise on taste or integrity. We’re here to prove that.”
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Joseph Clarke
Editor, International Confectionery
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