Wild Thingz joins Co-op’s Apiary programme ahead of in-store launch

Wild Thingz, the rebellious new organic sweet brand shaking up the snack aisle, has been named one of eight innovative businesses selected to join Co-op’s Apiary incubator programme. The initiative supports purpose-led, early-stage brands on their journey to becoming retail-ready, with Wild Thingz set to land on Co-op shelves in over 100 stores from October 2025.

Launched earlier this year, Wild Thingz has already gained national momentum with listings on Ocado, Zapp, Amazon, Brakes and TikTok Shop, alongside 230+ physical retail locations. The brand offers organic, plant-based gummy sweets with half the sugar of traditional options, and zero artificial ingredients, in playful, creepy-crawly shapes like Lemon Maggots, Cola Snails and Blackcurrant Ladybirds.

Founded by former Mondelez executive Fliss Newland, Wild Thingz was created to solve the tension between kids’ demand for fun treats and parents’ growing concern around sugar and additives. The brand is fiercely independent, female-founded, and driven by a mission to prove that sweets can still be wild without compromising on quality, according to the company.

Fliss Newland, founder of Wild Thingz, says: “We’re so excited to be joining Co-op’s Apiary programme. It’s a brilliant opportunity to introduce Wild Thingz to even more families across the UK, especially through a retailer that really values innovation, purpose and doing things differently. We set out to make sweets that kids go wild for and parents feel good about, so it’s a dream to have Co-op backing that mission.”

Kelly Orme, community and Apiary buying lead at Co-op, added: “We’re delighted to welcome Wild Thingz into our Apiary programme. The brand is a fantastic example of how innovation, health and fun can come together, and we’re excited to help bring their mission to life in our stores. At Co-op, we’re passionate about supporting early-stage businesses that are purpose-driven and different, and Wild Thingz absolutely fits that brief.”