Questions? We’ve got answers.

Wild Thingz are natural, vegan, fruit-flavoured soft gummy sweets with half the sugar of the big brands*. Sweets that grown-ups feel good about & kids go wild for.

We do thingz “the Wild Thingz way”. This means;

• Half the sugar: a whole lot less than the big brands, & never artificial sweeteners. Every mix has no more than 30g of sugar per 100g.
• Natural flavours: never artificial flavours, colours or preservatives. Our colours come from fruit, veg & plants.
• Plant-based: we use pectins from fruits, never gelatine, so every mix is 100% vegan.

Most importantly they taste great. Wild hey.

Sweets that grown-ups feel good about & kids go wild for.

Four mixes, each packed with creepy-crawly shapes:

Bright, juicy & super fruity. Choose from the strawberry, raspberry, blueberry & blackcurrant in our Berry Mix, the pineapple, mango, orange & peach in our Tropical Mix, or enjoy the zingy apple, cherry & lemon in our organic Zesty Pests, or the peach, blackcurrant & cola in our organic Gummy Grubs.

Super soft & jelly. We use a lot less sugar which means they are naturally softer, as well as being set using pectins from fruits (instead of gelatine), & a light glaze of plant-based carnauba wax stops them sticking together.

They’re sweets, & we’d never pretend otherwise. But we think that they are as best as a sweet can be. We set out to redesign a sweetie for the modern consumer who wants balance in their life. This means we wanted to make sure that we kept all of the great taste, joy & excitement of great sweets, without using so much sugar and of course without the artificial nasties that are often (unnecessarily) added to sweets. They’re a natural, better-for-you treat with half the sugar of the big brands & no artificial colours, flavours, preservatives or sweeteners. Please enjoy them as part of a balanced diet.

Every mix starts with the same simple base: glucose syrup & sugar for sweetness, pectin from fruit for that soft jelly chew (never gelatine), a little citric acid for tang, & a light glaze of plant-based carnauba wax so they don’t stick together. Then each mix gets its own natural flavours & colours from fruit & plants. Our organic mixes use organic ingredients. You’ll find the full ingredients list on every pack.

Fruit, veg & plants, full stop. Reds & purples from blackcurrant, elderberry, radish & black carrot; oranges & yellows from carrot, pumpkin, sweet potato & turmeric; greens & blues from spirulina. Never artificial colours.

Spirulina is a blue-green algae that’s been eaten for centuries. A tiny amount gives us natural blues & greens. You won’t taste it, promise.

A natural fibre from fruit like apples & citrus peel. It’s what sets jam, & it’s what gives our sweets their soft chew instead of animal gelatine.

Never. No artificial colours, flavours, preservatives or sweeteners. That means no aspartame, sucralose, stevia or sugar alcohols either.

Two of our mixes are. Zesty Pests & Gummy Grubs are certified organic (EU organic, AT-BIO-901). Our Berry & Tropical mixes aren’t organic, but they share the same promise: half the sugar of the big brands, natural flavours & no gelatine.

No, do you even need to ask that! We would never contain palm oil.

Yes, every mix is 100% vegan & plant-based. No gelatine, no beeswax, no shellac, no carmine. FYI our founder is vegan – it’s kinda like her whole thing (PS. I can say that as it’s me writing this).

Yes. If it’s vegan, it’s veggie too.

Completely. We use pectins from fruit to give them their soft jelly texture, never gelatine.

Yes, all four mixes are gluten-free.

Yes, our sweets are nut-free, gluten-free & dairy-free. Pleeeeease note: our 5 X multipack box is packed in a facility that handles nuts, so it may contain traces of nuts. If nut allergies are a concern, choose our individual bags instead.

Yes. Being vegan means no milk or egg ingredients, & all our sweets are dairy-free.

Our sweets are free from nuts, gluten & dairy. But as above, the 5 X multipack box is packed in a facility that handles nuts, so it may contain traces of nuts. Always check the pack for the latest allergen information.

But not to go on here, but it is why our sweets are perfect for parties as the full classroom can enjoy them. We are not about leaving anyone out here.

Wild Thingz are vegan, contain no animal derived products, but are not formally certified halal.

Wild Thingz are vegan, contain no animal derived products, but are not formally certified kosher.

There’s nothing in our sweets that’s on the usual pregnancy avoid list. As always, check with your midwife or GP if you’re unsure.

No more than 30g of sugar per 100g, across our entire range. That’s half the sugar of the big brands, whose leading products average around 60g per 100g. Our Berry & Tropical mixes have 30g per 100g, & our organic Zesty Pests & Gummy Grubs have just 27g.

A 25g serving (one of our little packets) has only 7.5g of sugar (Berry & Tropical) or 6.8g (Zesty Pests & Gummy Grubs). For reference that is under 2 teaspoons of sugar.

Check out our sweets score on Yuka App, we’re rather proud of it.

The NHS recommends no more than 19g of free sugars a day for children aged 4 to 6, and 24g for ages 7 to 10.

Clever recipe work, not chemistry tricks. Natural fruit flavours & a balance of tang do the heavy lifting, so you get full flavour with half the sugar & never any artificial sweeteners

Under 80 calories per 25g serving, across every mix.

About 4 in a 104g Berry or Tropical bag, & about 5 in a 130g Zesty Pests or Gummy Grubs bigger sharing bag. Perfect for sharing (…or not).

Our sweets are as little processed as we can possibly make them but they are still sweets. Although there’s no official UK definition of ultra-processed food, and under the most widely used system (NOVA), shop bought sweets count as UPF, ours included. We’d rather be straight with you about that. 

What we can tell you is what’s not in our sweets: no artificial colours, flavours, sweeteners or preservatives, no emulsifiers, no modified starches and no gelatine. What is in them is a short list you can read in one go: sugar and glucose syrup, pectin from fruit, a little citric acid, natural flavourings, and colours from fruit, veg and plants. 

They’re still a treat, just a better one, with half the sugar of the big brands.

A niche question for the true FMCG geeks out there (like me!). The honest answer: not yet, but we’re working on it. Our sugar is already lower than many sweets that pass, but to clear the bar you also need “good” points from things like fibre, protein or fruit content. We’re not sure we love the idea of bulking up our sweets just to tick a box, and if we do, it’ll only ever be the natural way. Keep you posted, please reach out to us (via our ‘become a stockist’ section, or just via my LinkedIn DMs – Fliss Newland) to chat more on this.

Yes. They’re sweets made for modern families: half the sugar of the big brands, natural flavours & nothing artificial. Young children under four have limited chewing ability & could choke on small sweets, so they’re best for kids aged four & up.

A 25g serving is a sensible treat size, with under 80 calories & less than 7.5g of sugar.

All sweets contain sugar, ours included, so brushing still matters. What we can say is that ours have half the sugar of the big brands, and that’s a step in the right direction. Top tip: enjoying sweets with a meal is kinder to teeth than grazing on them throughout the day, and a glass of water afterwards helps too.

Our small 25g bags are the perfect little treat portion for lunchboxes however it depends where you’re taking that lunchbox. Many schools don’t allow sweets in packed lunches, so always check your school’s food policy first!

Some schools have a weekly treat day, which is a great time for a little pack of Wild Thingz. Otherwise, we’re perfect for after-school treats, sweets for pick-ups, weekend days out, sweets for picnics and of course sweets for party bags.

As I said. Yes, they’re made for it. All the fun, excitement. Our bug-shaped sweets, and Amazon party boxes are great sweets for kids parties, especially themed parties like nature theme, dinosaur theme, bug theme – obviously!). Half the sugar, free from 14 major allergens and plant-based means happy kids & no side-eye from the other parents.

Every child is different, but if you’re looking for sweets without artificial colours, sweets free from the E-numbers that parents worry about, we’ve got you covered. Our sweets contain none of the six artificial colours linked to hyperactivity in the Southampton study, and no artificial preservatives. Every colour comes from fruit, veg and plants.

If you didn’t know, the six colours to watch out for are sunset yellow (E110), quinoline yellow (E104), carmoisine (E122), allura red (E129), tartrazine (E102) and ponceau 4R (E124). Our sweets are also free from sodium benzoate (E211), the preservative included in the same study.

We can’t give medical advice, and every child is different. What we can tell you is that our sweets contain none of the artificial colours or preservatives linked to hyperactivity in the Southampton study, and no artificials. Many parents looking for additive-free sweets choose Wild Thingz for that reason. If your child follows a specific diet, talk to your GP or a registered dietitian.

Berry is the crowd-pleaser, Tropical is sunshine in a bag, Zesty Pests is for the zingy-apple lovers, & Gummy Grubs is for those who love cola snails & blackcurrant worms. Can’t decide? Try them all in our treat box.

Our sweets are soft & jelly-like, with no fizzy or sour sugar coating.

UK food rules don’t allow that claim, and Wild Thingz do contain sugar. But we know many families managing diabetes look carefully at labels, so here’s everything you need to make your own choice. Every Wild Thingz mix has no more than 30g of sugar per 100g, half the sugar on average of leading products from the big brands, and we never use artificial sweeteners or sugar alcohols. If you or your child has diabetes, speak to your diabetes care team about how sweets fit into your diet.

No. Wild Thingz contain sugar and glucose syrup, so they’re not sugar-free. We’ve chosen half the sugar rather than sugar-free because sugar-free sweets usually rely on artificial sweeteners or sugar alcohols, which can upset little tummies. Ours contain neither, we aim for our sweets to be as natural as possible.

Because bugs are brilliant, kids love them, & nothing makes a sweet more fun than biting the head off a raspberry wasp. Every bag has its own wild little crew of butterflies, ladybirds, spiders, snails, frogs, maggots, worms & house flies.

She is a Venus flytrap & the face of Wild Thingz. She’s a plant-based icon (literally). She’s wild, hates bad vibes & loves bold flavours, & lucky for you, she approves these sweeties. You’ll find a Vee-shaped sweet in every mix.

She’s a plant-based baddy. Just like our sweets a little bit wild, very fruity & full of attitude.

Every Wild Thingz mix contains no more than 30g of sugar per 100g. We compare that with the average sugar content of leading products from the top-selling UK sweet brands, which on average contain over 60g per 100g.

No artificial colours, flavours, preservatives or sweeteners. Ever. Just natural fruit flavourings, and naturally derived colours.

Our colours come from fruit & plant concentrates such as blackcurrant, elderberry & apple, & our flavours are natural. They’re fruit-flavoured gummy sweets, not fruit snacks.

Wild Thingz is a woman-founded & woman-led business. The Buy Women Built badge helps shoppers find & back brands built by women. buywomenbuilt.com

We work directly with a fantastic manufacturer in Austria. We searched long & hard to find the experts that could make our vision come true – making a tasty sweet, with as low sugar as possible, without adding nasty ingredients, artificials, or sweeteners.

We just wanted to do thingz differently. Set out with the Wild idea to prove that better for you sweets can still be as tasty & fun as other sweets. Better doesn’t need to be boring.

Yes. Please make sure to pop your empty bags in the soft plastics recycling point at large supermarkets. We’re always working on better options & will shout about it when we get there.

In a cool, dry place, away from heat & moisture. Not the car dashboard in July. Once opened, fold the bag over or pop them in an airtight tub to keep them nice and soft.

Check the best before date on the back of the bag.

You can & some of our fans swear frozen Wild Thingz are a summer hack. They’ll go firmer, so let them soften a little for younger children.

Yes, they’re absolutely fine. Heat and humidity can make our sweets a little sticky, and that’s because of what we leave out. Lots of sweets are coated in oils, starch dusting, shellac or beeswax to stop them clumping. We keep it simple with just a light glaze of plant-based carnauba wax, which means the occasional sticky bag on a hot day. They’re still safe to eat before the best before date. To separate them, pop the bag in the fridge for 10 minutes and give it a gentle shake. If you’re not happy, get in touch and we’ll make it right!

See our store locator.

We’re a small, independent brand growing every month. Tell your local store manager you’d like to see us; it genuinely helps.

Not yet, but please get in touch if you want to stock us!

We’d love that. On our website fill out the ‘stock us’ form, and we will be in touch.

Yes. Wild Thingz are a natural fit for family venues, where parents want a treat they feel good about. We already work with family favourites including Center Parcs, Team Sports, Cotswold Farm Park, Eden Project.

Yes, on our website or Amazon you can order bulk sweets in our party boxes. Perfect for kids’ parties and events.

Currently we do not offer corporate gifting or branded own label, however we are always open to having a conversation so please do reach out to us!

We’re proud kit sponsors of Valley Green Marvels, an awesome U12’s girls’ football team. We can’t say yes to everything, but we love hearing from community groups, best to DM us on Instagram @wildthingzsweets

Wild Thingz is an independently owned, founder-led British brand based in West London.

You can write to us at Wild Thingz, 41 Iffley Rd, London, W6 0PB.

We are always open to collaborations with other purpose-led brands, or people who are on our wavelength. Best to DM us on Instagram @wildthingzsweets

Hi, I’m Fliss (this is a bit awkward writing this about myself but here goes).

It’s a long story but in short, I left a big corporate confectionery company to launch my own challenger sweets brand. Why?

• I wanted to prove that modern consumers do want healthier options & do everything in my power to help people make simple swaps to better options.
• I wanted to launch a modern sweets brand, without all the sugar or nasties people don’t want in their diet, without compromising on taste or joy!
• Deeper than this, I wanted to build a modern company culture.

We are a small (but mighty) team that is grounded on values for flexibility and trust. The motherhood penalty is a big part of my own personal purpose, I advocate for women in leadership, & looking at how we build culture that enables parents to balance work around life.

Gosh, that got a bit deep. Hope that helps answer it? Please reach out to me on LinkedIn if you want to chew the fat properly.

Follow us on Instagram @wildthingzsweets to see everything from BTS, sweets in the wild, exciting brand updates and much more. Or follow me on LinkedIn @FlissNewland

Don’t make me choose between my own children (mango).

Drop us an email, or a message on Instagram, and we will be in touch.

Email: hello@wildthingz.co.uk

Instagram: @wildthingzsweets

Sorry about that! Send us a photo of the bag, the best before date & batch code, & where you bought it.

Please do. Some of our best ideas come from tiny taste testers. Send your wildest flavour ideas.

Sign up here. Expect new flavours, competitions & the occasional free-sweets giveaway. No spam, we promise.