Maynards Bassetts has redeveloped its Wine Gums sweets recipe to create a bag with 30% less sugar than the original.

Wine Gums 30% Less Sugar

Like the rest of the brand’s portfolio, the reduced sugar sweets are made with natural colours. They will sit alongside the core Wine Gums range to offer shoppers more variety in the confectionery aisle.

The less-sugar candy market is currently growing at 56% year-on-year (Nielsen Insight Studio 52 w/e 09.01.19). More than a third of consumers are actively cutting their sugar consumption, making reducing sugar one of the biggest priorities for shoppers (ShopperVista, April 2018).

Made with approximately 19g less sugar per 100g than the rest of the Wine Gums range, the new sweets are rolling out to convenience stores now in 130g bags (rrp £1.32 / case size: 12).

Anna Ulrich, brand manager for joyful candy at Mondelēz International, 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 – in fact our consumer testing showed an impressive 84% purchase intent.”

POS materials are available to help independent retailers disrupt shoppers and drive sales of the 30% less sugar launch.