Retailers can help their confectionery shoppers reduce their sugar intake as Haribo launches a line that includes 30% less sugar than ‘regular gum treats’.

Fruitilicious contains fruit-shaped gums in strawberry, raspberry, pineapple, orange, apple and lemon. The variety comes in 165g and 120g packs, as well as a £1 price-marked 155g pack.

The flavor will be backed by a TV and sampling campaign.

Hayley Nixon, Haribo marketing manager, said: “We are taking our offering one step further with sharing formats, mini bags and multipacks to help consumers make the choice that is right for them.”