“More punk, less junk” says British confectionery start-up Wild Thingz, as it challenges major brands
Fliss Newland's confectionery brand is challenging major companies to cut out their added sugar and other product additives. Pic; Wild Thingz
Ambitious start-up British confectionery brand, Wild Thingz, has challenged major manufacturers to cut out sugar and additives in product ranges, as it sets its stall out to develop its own series of organic, plant-based gummies, reports Neill Barston.
As the company’s founder, Fliss Newland, a former Mondelez executive, revealed that she is passionate about delivering product ranges without sourcing palm oil, gelatine and added sugar that is found in much of the sector – and has challenged the likes of Haribo, Nestle and Mars to examine their own portfolios.
Addressing major brands, she wrote: “We are using just organic plant-based ingredients. We’re talking half the sugar of big brands and all of the flavour.. Nothing artificial or unnecessary- just wildly delicious sweets that everyone can feel good about eating. So are you with us? Are you willing to clean up your sweets, will you take the step to create sweets free of unnecessary additives and artificial fillers?”
As a new player with a self-styled rebellious edge, the company’s manifesto for change is ‘less junk, more punk’ in seeking change for the wider sector, which comes amid concerning health figures that have revealed 64% of UK adults are now overweight, with 26% categorised as obese, which has placed significant strain on NHS health services. Furthermore, one in three children leaving primary school are now considered obese.
In launching her business, 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 a manifesto favouring cleaner ingredients.
“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.”
In its founding manifesto, Wild Thingz asserted that while sweets are a great pleasure in life, the fact that they are still full of artificial ingredients in 2024 remains “mind boggling’ and asserted that it is time for a wider industry shift.
Moreover, as the company observed, the consumer move towards more 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.
“The industry needs to evolve, and Wild Thingz is here to pave the way,” concludes Newland. “Sweets don’t need to compromise on taste or integrity. We’re here to prove that,” she added of her start-up brand that is set to deliver its first better-for-you offerings next year.
