Wild Thingz, the fast-rising confectionery brand redefining sweets for modern families, has officially launched into Whole Foods Market stores nationwide from 13th May, marking its latest major retail milestone following successful listings in Ocado and Co-op.

The launch follows a standout sampling activation in Kensington over the Bank Holiday weekend, where the brand gave away 5,000 packs to high footfall crowds. The event introduced thousands of new consumers to Wild Thingz ahead of its in-store debut, building strong local awareness and early demand. On the sampling success, founder Fliss Newland says: “The sampling went so well. Seeing that level of excitement from kids in person is exactly why we do this. That real-world feedback is invaluable for us as a growing brand.”

The Whole Foods Market listing represents a natural next step for Wild Thingz, aligning the brand with a retailer known for its commitment to quality, transparency and better-for-you products. The rollout includes all existing stores, as well as six new London locations opening in mid-June, supported by further in-store sampling throughout the month.

Wild Thingz gummies contain half the sugar of traditional sweets, are 100% organic and plant-based, and free from artificial colours, flavours and additives. They have quickly gained traction among parents seeking alternatives to conventional confectionery without removing the joy of treats altogether. Research conducted by Wild Thingz with YouGov found that 64% of parents feel hesitant about purchasing sweets due to sugar and additive concerns, a challenge Wild Thingz was created to solve.

Founded by former Mondelez confectionery expert Fliss Newland, the brand combines industry expertise with a fresh, modern approach to product development. Its playful range – from Cherry Spiders to Cola Snails – delivers on both taste and experience, making it a standout in a traditionally artificial-heavy category.

Already stocked in Ocado, Co-op, Planet Organic and Amazon, Wild Thingz is rapidly becoming a go-to choice for families looking to make better everyday swaps. With a premium retail partner in Whole Foods Market and strong consumer demand already demonstrated, the brand is poised for its next phase of growth.

Product Range Highlights:

  • Zesty Pests (£2.75 on Ocado): Tangy Lemon Maggots and Cherry Spiders

  • Fruity Flyers (£2.75 on Ocado): Red Apple Butterflies and Blackcurrant Ladybirds

  • Gummy Grubs (£2.75 on Ocado): A mix of wild fruity flavours including Cola Snails