Next generation of ‘Wild Thingz’ sets to work on imagining better-for-you sweet treats
Ambitious organic gummy start-up brand Wild Thingz has devised an eye-catching initiative to create ‘mini executives’ with its latest campaign to bring children into its creative process, reports Neill Barston.
As the business, which has secured decisive early listings on the major Amazon and TikTok online platforms explained, an enterprising team of young fans of the company have been ‘hired’ to brainstorm new flavours, test recipes and offer some youthful insights into what exactly makes a great better-for-you sweet.
The company has set its sights on gaining a strong niche position as a sugar-reduced treat (around 50 per cent less than conventional ranges), that has all the flavour of regular ranges.
Its future marketing crew (none have actually been hired), yet they’ve been exploring the company’s London HQ, and, according to the business, they have already made quite an impact with some of their observations on the next super sweet treat (see our next edition of Confectionery Production for an exclusive piece).
Among some of their top suggestions, their favourite new potential creations included: Zesty Pests: Tangy Lemon Maggots and Cherry Spiders for a citrus punch, Fruity Flyers: Red Apple Butterflies and Blackcurrant Ladybirds bring fruity fun, as well as Gummy Grubs: Cola Snails and other wild flavours make snack time an adventure for good measure.
Moreover, as the company notes, who better to catch the attention of parents than kids who know parents best? The brand’s research with YouGov revealed that 64% of parents are hesitant to buy sweets due to concerns over sugar and additives. Wild Thingz hopes to turn “Reluctants” into happy treat-givers by offering sweets that tick all the boxes.
As the disruptor brand notes, children’s imagination can be extremely valuable in terms of ideas and adventure that perfectly matches the brand’s mission to break free from boring, artificial sweets. Organic, lower sugar sweets don’t have to be serious, and that was very much the message that the emerging enterprise has sought to project.
Fliss Newland, founder of Wild Thingz, who brought her own experience working for Mondelez into creating her own brand, believed the segment needed more sense of fun. She said: “We wanted to bring some fun to the world of sweets while highlighting that we’re all about creating treats kids actually enjoy,” says “This campaign is a playful representation of that ethos — while keeping it firmly in the realm of imagination.
“We know parents are often stuck in a dilemma,” Newland explains. “That’s why we created sweets that don’t compromise — they’re organic, plant-based, gluten-free, and made without any artificial ingredients.”
