The Wild Thingz Share Bags expand the better-for-you confectionery brand with new Berry Mix and Tropical Mix gummy assortments. The fruit-flavored collections feature the brand's signature bug-shaped sweets, including Mango Spiders, Peach Vees, Orange Snails and Pineapple Frogs in the Tropical Mix, alongside Blueberry Vees, Strawberry Butterflies, Raspberry Wasps and Blackcurrant Ladybirds in the Berry Mix. Made without gelatine or artificial ingredients, the gummies contain half the sugar of leading confectionery brands according to Wild Thingz and are packaged in 60-gram share bags for group snacking and travel.
The range is rolling out across WHSmith Travel locations, including airports, railway stations, hospitals and the Eurotunnel, while also becoming available through Ocado. A new £2.00 recommended retail price accompanies the expanded distribution, with a Berry Mix multipack arriving exclusively at Ocado.
Why This Trend Is Growing
- Lower-sugar Confectionery
- Reduced-sugar sweet formats create room for indulgent snacks that align with wellness expectations without abandoning familiar candy experiences.
- Gelatine-free Gummies
- Plant-based and additive-free gummy recipes broaden appeal among consumers seeking inclusive treats across dietary, ethical and lifestyle preferences.
- Travel-ready Share Bags
- Portable sharing formats positioned in transit retail environments support impulse snacking occasions where convenience and portioning influence purchase behavior.
Industries Being Reshaped
- Confectionery
- Better-for-you candy innovation is reshaping traditional sweets through cleaner ingredients, playful formats and reduced sugar content.
- Travel Retail
- High-traffic mobility hubs provide a distinct channel for snack brands to capture commuters, tourists and families with accessible pack sizes.
- Online Grocery
- Digital grocery platforms enable niche and health-positioned confectionery lines to scale visibility through exclusive multipacks and targeted discovery.
