Valeo Snackfoods has launched Barratt Flumps Sugar Free, a non-HFSS version of its popular marshmallow line.
The new pink and yellow mallows are available at an RRP of £1.
Their launch comes as research from Kantar has found that 57% of shoppers intend to make healthier choices and reduce the sugar in their diet.
The new line is also part of Valeo’s wider strategy to launch a range of non-HFSS products, following the launch of Fox’s Glacier Sugar Freee Moments earlier this month.
Swizzels launches Marvellous Mallows
Russell Tanner, marketing director at Valeo, said: “We know healthy eating has become a higher priority for consumers, with more and more people looking for sugar-free and low-sugar versions of their favourite confectionery. Coupled with the upcoming HFSS regulations in October, consumer need for sugar-free variants has never been higher.
“The key thing for us was to create a sugar-free product that was true to the brand and still tasted great and we’re really pleased with the results.”
Read more HFSS news and advice for retailers
Comments
This article doesn't have any comments yet, be the first!