Wiggly Wigglers

Name

Wiggly Wigglers

Legal name

Wiggly Wigglers

Website

https://wigglywigglers.co.uk

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Wiggly Wigglers is a UK e-commerce retailer based at Lower Blakemere Farm in Herefordshire, selling composting systems, British-grown bird food, live mealworms and soil amendments direct to home gardeners and bird feeding enthusiasts, with subscription and wholesale channels.

Ownership category

akta.pro rank

Product category

Composting & Bird Feeding Products

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Building Material and Garden Equipment and Supplies Dealers (444)

akta.pro industry

PRIMARYCRALAHAK

Bird Supplies Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Pet Supplies Retail

SECONDARYCRADAFAK

Bird Food

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

Keywords

• Worm composting supplies
• Bird feeding products
• Bokashi composting systems
• Live mealworm supplies
• Garden soil amendments

Headquarters

HQ city

Hereford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales (E-commerce): Direct online sales of composting products, bird food, live worms, mealworms, and garden supplies through their own e-commerce platform. Includes one-time purchases and individual product orders with prices ranging from £3.95 to £84.95.
2. Subscription Services: Recurring subscription model including Mealworm Subscription for regular live mealworm deliveries, Gift Subscriptions, and the Birdy Box monthly bird feeding kit. Provides predictable recurring revenue from engaged customers.
3. Wholesale/Trade Sales: B2B wholesale channel for trade customers purchasing products in bulk for resale. Accessed via the Wholesale + Trade page on their website.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Wiggly Wigglers sells composting systems (Bokashi kits, wormeries, hot composters, compost tumblers) along with consumables like composting worms, Bokashi bran, and soil amendments. It also sells bird food (seed mixes, suet products, live mealworms, waxworms), bird feeding equipment (feeders, bird baths, nesting boxes), and garden/soil improvement products (garden worms, soil builder kits, biochar, rock dust, frass fertiliser). Products are sold individually and via recurring subscriptions (Mealworm Subscription, Birdy Box monthly kit) through its own e-commerce storefront, with a separate wholesale/trade channel for bulk buyers.

Differentiator

Problem solved

Functional benefit

Products and services

• Live Mealworms (and Mealworm Subscription) Fresh live protein feed for garden birds, robins, and hens, available in multiple sizes with a recurring subscription for continuous supply.
• LIVE Bokashi Active Bran Fermentation bran for Bokashi composting systems, made on the Herefordshire farm, used to convert kitchen waste into living soil.
• Live Composting Worms (Tiger Worms, Reds & Dendrobaena) Composting worms supplied for wormeries and compost bins, including Tiger Worms, Reds, and Dendrobaena varieties.
• Garden Worms (Lumbricus terrestris) Deep-burrowing earthworms (nightcrawlers) for rebuilding living soil and improving soil structure in gardens.
• Wiggly Huskless Feed Husk-free seed mix that will not germinate, eliminating mess in bird feeding areas.
• British Maize Suet Fatballs High-energy bird food made with UK-grown maize, providing nutrition for garden birds.
• Wiggly Seed Affordable nutritious seed mix for garden birds, one of the top Wiggly bird foods.
• Organko Bokashi Compost Kitchen Waste Value Pack Complete Bokashi composting kit with buckets and 1kg of Bokashi bran for fermenting kitchen waste.
• Bokashi Starter Kit (by Maze) Complete Bokashi composting system kit with strong bins and instructions, targeted at beginners.
• Subpod Mini Starter Value Pack Compact worm farming system starter kit for small-space composting.
• Birdy Box (Monthly Subscription) Monthly bird feeding kit subscription delivering curated bird food products to subscribers.
• Gift Subscription (3-month Live Mealworms) Three-month gift subscription delivering live mealworms on a recurring schedule.
• Soil Builder Kits Complete kits to kickstart soil health using worms and organic matter.
• Sunflower Hearts (Premium) No-mess, high-energy wild bird food made from hulled sunflower seeds.
• Mealworm Suet Pellets High-protein, no-mess bird food made in Britain with mealworm and suet.
• British Insect Fatballs High-protein suet balls with added mealworms and insects for garden birds.
• Berry Suet Pellets High-energy, no-mess bird food with berry flavouring made in Britain.
• Flutter Butter High-energy spreadable bird food for garden birds.
• Mini Mealworms

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Lower Blakemere Farm (Related Entity)coreOthersThe company's own family farm (Lower Blakemere Farm) operates as an integrated production facility for bird food, Bokashi bran, and other products. The farm is involved in regenerative agriculture practices and serves as the 'Duchy Focus Farm' in connection with the Duchy of Cornwall's agricultural initiatives. Products are shipped directly from this farm location.

Scale indicators4 records

Broad incumbents

• Pets Corner: UK ethical pet retailer carrying wild bird food, feeders, and wildlife products alongside core pet ranges. Overlaps with Wiggly Wigglers on bird feeding assortment but with broader pet retail positioning.
• Pets at Home: Largest UK specialist pet retailer with broad product range including wild bird food and feeders. Provides a much larger competitive backdrop that touches Wiggly Wigglers' bird feeding customers with greater scale but less category depth.
• Crocus: Large UK online garden retailer with extensive plant and garden equipment range. Competes for the home gardener customer segment that Wiggly Wigglers targets with composting and soil health products.

Emerging players

• ComposTumbler: Specialist retailer of compost tumblers and composting equipment competing in the home composter segment that Wiggly Wigglers addresses with its Maze tumbler and Green Johanna ranges.
• GreenJohanna (Pioneer Contracts): UK supplier of hot compost bins and accessories including the Green Johanna brand that Wiggly Wigglers resells. Competes more narrowly in the hot composter segment of the home composting market.
• Bug Bakes: UK brand producing insect-based products including bird food and pet treats from black soldier fly larvae. Competes with Wiggly Wigglers in the high-protein, no-mess bird food and live food category using a more industrialized insect farming model.
• Urban Worm Company: US-based specialist in vermicomposting worms, worm bins, and composting education. Overlaps with Wiggly Wigglers' wormery, composting worm, and Bokashi product lines; serves a comparable hobbyist composting customer profile.

Direct peers

• Gardenature: UK specialist retailer of wildlife products including bird feeders, bird food, and wildlife cameras. Targets similar home gardener and bird feeding enthusiast customer base as Wiggly Wigglers via DTC e-commerce.
• CJ Wildlife: UK-based specialist retailer of bird food, feeders, nest boxes, and wildlife products operating primarily direct-to-consumer. Closest like-for-like competitor to Wiggly Wigglers in the British bird feeding category with overlapping product range and customer base.
• Vine House Farm: UK bird food specialist that grows its own seed on a Lincolnshire farm and sells direct-to-consumer. Directly comparable to Wiggly Wigglers' farm-grown, British-sourced bird food positioning and DTC e-commerce model.

Market position

Customer concentration

• Xx.com/WigglyWigglers
• YouTubeyoutube.com/@wiggly.wigglers
• Facebookfacebook.com/wigglywigglers
• Instagraminstagram.com/wiggly.wigglers

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wiggly Wigglers