Let’s be honest — sweets can feel like a bit of a parenting minefield.
On one hand, you want to keep sugar in check and avoid a list of unpronounceable ingredients. On the other, banning treats altogether rarely ends well (for anyone). If that sounds familiar, you’re not alone. Research with YouGov shows 64% of parents feel reluctant to buy sweets because of concerns around sugar and additives. That’s a real dilemma.
Enter Wild Thingz, the playful gummy brand designed specifically for families who want a better balance.
These brightly coloured, wacky-shaped treats (think Cherry Spiders, Lemon Maggots and Cola Snails, delightful yes?) contain half the sugar of traditional big brands, are 100% organic and plant-based, and contain no artificial colours, flavours or additives. In short, they look like proper fun sweets but with noticeably better ingredients.
Founded by former Mondelez confectionery expert Fliss Newland, Wild Thingz is female-founded, proudly independent and on a mission to clean up the sweet aisle. And it’s working. The range is now stocked in Ocado, Whole Foods, Co-op, Abel & Cole and Amazon, and has quickly become a go-to for parents looking for smarter treat options.
The collections are as playful as the name suggests:
Zesty Pests bring a citrus kick with tangy Lemon Maggots and Cherry Spiders, perfect for kids who love something zingy.
Fruity Flyers feature Red Apple Butterflies and Blackcurrant Ladybirds, bursting with juicy sweetness.
Gummy Grubs mix wild fruity flavours, including the much-loved Cola Snails, making snack time feel like an adventure.
Perhaps most importantly, Wild Thingz proves something many parents quietly hope for: healthier treats can still feel like a proper treat. They’ve already become a staple at kids’ parties and parent meet-ups, and are trusted by family-focused brands like Big Fish Little Fish and Planet Ice.
Because sometimes the best solution isn’t saying no, it’s finding something better to say yes to. https://www.wildthingz.co/
