The less-sugar confectionery market was worth £8.7m in 2018, and is growing 56% year-on-year. Furthermore, over a third of consumers are actively cutting down their sugar consumption, making reducing sugar one of the biggest priorities for shoppers.

Anna Ulrich, brand manager for Joyful Candy at Mondelez, said: “Wine Gums are such a popular sweet with consumers already, so our new less-sugar launch is set to shake up sales for retailers even further. We know shoppers are going to love the new variant – our consumer testing showed an impressive 84% purchase intent.”

Point of sale materials will be available to retailers.