Wild Thingz unveils new flavors, lower pricing
The brand is aiming to accelerate its growth in the BFY candy category.
Wild Thingz is launching its biggest product expansion to date, introducing two new share bag ranges, a new family multipack, a more competitive pricing strategy, and a rollout across 75 WHSmith Travel locations as it looks to accelerate growth in the better-for-you confectionery category, it says. The expansion comes as the brand continues its mission to make sweets grown-ups feel good about and kids go wild for, making it easier for parents to say yes, it adds.
At the center of the launch are two flavor collections, Berry Mix and Tropical Mix, designed to boost taste appeal through bold, recognizable fruit profiles and playful shapes, aimed at driving taste-led purchase. Available in two flavor-packed varieties, Tropical Mix blends mango, peach, orange, and pineapple, while Berry Mix combines blueberry, strawberry, raspberry, and blackcurrant. Each gummy comes in Wild Thingz's bug-inspired shapes, adding an extra element of play to every bag, the company says. Alongside the new flavor platform, Wild Thingz is lowering its pricing, aiming to strengthen its positioning within a more accessible mainstream segment while maintaining its better-for-you credentials.
Founded in 2024 by former Mondelēz marketer Fliss Newland, Wild Thingz continues to build distribution across grocery and travel retail channels, with a new rollout into 75 WHSmith Travel sites from July on a minimum 12-month listing. The rollout includes high-footfall locations across airports, rail stations, and hospitals nationwide, including Heathrow and Gatwick airports, London Euston, King's Cross, Birmingham New Street, and the Eurotunnel. The listing also includes shelf checkout ranging in 45 sites and FSDU displays in 41 sites, significantly increasing the visibility and accessibility of better-for-you confectionery within the travel retail channel.
In addition, Wild Thingz is introducing a new Berry Mix Multipack landing in August via Ocado, designed specifically with families in mind, offering five individually portioned packs tailored to summer holidays, and everyday snacking occasions. Each individual 25 g pack contains less than 80 kcal. Additionally, the brand always uses fruit pectin instead of gelatin.
The launch builds on the insight that inspired Wild Thingz from the outset, the brand shares. Research shows 64% of UK parents with children aged 4–12 are reluctant about sweets because of concerns around sugar and artificial ingredients, yet three quarters agree that a childhood without sweets would be a joyless one. Wild Thingz was created to bridge that gap, giving families sweets that deliver on fun without the compromises parents increasingly look for, the brand says.
“Berry and Tropical are hugely loved flavor profiles, so we’ve doubled down on delivering big, juicy taste in a way that feels fun, accessible and made for modern family life,” says Newland. “This is about taking a real step forward… bigger flavor, bigger reach, and a bigger role in the category.”
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