Taking on Haribo With Half the Sugar | Wild Thingz Founder - Fliss Newland

We talk with Wild Things founder Fliss Newland about going from Mondelez to building an organic, plant-based gummy brand that targets families without losing the fun of sweets. She breaks down the practical steps behind the leap, from finding the right opportunity to nailing brand positioning, packaging, and early retail wins.  Childhood hustle stories and the influence of self-employed parents  Learning FMCG fundamentals at Mondelez, from perfect store to pricing and promotions  Moving to Asia to stretch skills and seek less mature markets  Taking on an existing vegan sweets business and spotting the product advantage  “manifesting” as networking, asking for help, and saying ambitions out loud  Qualitative consumer research with parents, including panels and real-world routines  Positioning sweets as balance and permissibility rather than guilt and restriction  Investing in distinctive branding to win at the shelf  Getting first sales via Lunch! trade show, distributors, independents, and sampling  Winning Ocado by pitching a tight proposition and staying focused on the target shopper  Founder highs and lows, sleep, decision-making speed, and building a team culture  please like and subscribe and write a review would really appreciate it.  if you want to know more about building a food business head to wwwjgreenwood.co.uk Support the show