Wild Thingz has launched its first non-organic sweets as it seeks to make its treats more affordable for families.
It has rolled out two non-organic share bags in Berry Mix and Tropical Mix on Ocado (rsp: £2/104g), with a Berry Mix multipack set to follow on 12 August (rsp: £3/5x15g).
Tropical Mix blends mango, peach, orange and pineapple flavours, while Berry Mix combines blueberry, strawberry, raspberry and blackcurrant.
The new 104g share bags carry an rsp of £2 (£1.92/100g), compared with the existing organic lines which weigh in at 130g and have an rsp of £3.49 (£2.68/100g). As such, the rsp for the non-organic sweets is 28.4% cheaper per 100g than the organic ones.
Wild Thingz’s organic share bags are currently listed below the rsp at £2.75 per pack on Ocado (£2.11/100g), while the non-organic packs are listed on an introductory offer of £1.75. A Berry Mix multipack will hit the retailer on 12 August (rsp: £3/5x15g).
Wild Thingz said the organic range will remain available on Ocado for shoppers seeking organic certification, while the non-organic products are intended to “make the brand more accessible to families”.
Founded in 2024 by former Mondelez marketer Fliss Newland, Wild Thingz claims its lineup of sweets contain half the sugar of some of the UK’s leading confectionery brands.
Its sweets are plant-based, using fruit pectin instead of gelatine, and contain no artificial flavours, colours or preservatives.
“Through understanding the key drivers of purchase in confectionery, with taste and price point leading the way, closely followed by demand for more natural and lower-sugar options, we recognised a need to make Wild Thingz accessible to more families,” Newland told The Grocer.
“To achieve this, we made the decision to launch our first non-organic variants, allowing us to offer a more competitive price point while retaining the core benefits that matter most to parents… half the sugar of traditional sweets, no artificial colours or flavours, and plant-based ingredients.”
They will launch into wholesale via Brakes, Bidfood, Delicious Ideas and Epicurium in August.
Earlier this month, Wild Thingz secured a minimum 12-month listing across 75 WH Smith Travel sites.
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