Behind the brand: Wild Thingz

Following the launch of new organic sweets brand Wild Thingz, Jane Wolfe quizzes founder Fliss Newland on her plans to revolutionize the confectionery market.

Less Junk. More Punk.

How did the brand come about and who it is aimed at?

Wild Thingz was born from a belief that sweets could be just as exciting, tasty and joyful without unnecessary artificial ingredients or high levels of sugar. I wanted to create something parents and kids could truly enjoy without compromise. Our sweets are made for anyone who loves the nostalgia of treats but wants the best possible option, especially parents who want to give their kids something delicious and worry-free.

What would you say is Wild Thingz's USP?

Wild Thingz is redefining sweets with half the sugar of major brands, entirely organic, plant-based ingredients, and none of the usual junk like artificial flavours, colours, or preservatives. We’re offering fun sweets that are guilt-free and taste amazing, with bold packaging and exciting shapes that bring joy back to the category. Why should junk have all the fun?

Why did you choose to use sugar as opposed to other natural sweeteners?

We wanted a classic sweet taste that everyone recognizes and loves without any odd aftertaste or unexpected ingredients. Sugar, when used minimally and responsibly, delivers this perfectly. Plus, it keeps our ingredients list simple, recognizable and free of artificial additives.

What do you term as ‘low-sugar’?

For us, ‘low-sugar’ means delivering the same sweetness satisfaction at a fraction of the usual amount — our sweets have more than 50% less sugar compared to the most popular UK brands. We believe this is a balanced approach that still allows our sweets to taste indulgent without compromising on health or adding artificial sweeteners, just organic sugar.

Better for families

Wild Thingz spans several other categories, including vegan and organic. Are these confectionery sectors growing in importance?

Absolutely. Consumers today, especially parents, want products that are better for their families and the planet. The demand for vegan, organic and low-sugar options is only growing, and we’re proud to be a brand leading that charge in the sweets space.

Is the fluctuating price of sugar affecting the confectionery market or product development?

Like many brands we’re mindful of ingredient costs, but our commitment to quality and lower sugar content remains our priority. By using only the best organic ingredients, we’re focused on delivering consistent quality, even as market prices fluctuate.

Are there any learnings from working at Mondelez that have helped shape your fledgling brand?

Definitely. Working at Mondelez taught me the power of creating iconic, beloved brands. With Wild Thingz, I’ve taken that love for brand-building and put it into a product that aligns with today’s consumer values around health, transparency and sustainability.

Customer confidence

Some sweet brands disguise sugar content by using different sugar types and names, eg. dextrose, sucrose, maltose. How important is transparency in this area?

Transparency is everything to us. Our label tells the full story — just simple, honest ingredients. We want our customers to feel confident about what they’re eating, so we avoid hidden sugars and artificial additives. What you see is what you get with Wild Thingz, and that’s how we plan to keep it. No artificials, no apologies.

By Jane Wolfe, sub-editor and feature writer