Barratt has revealed Flumps Sugar Free, HFSS compliant sugar-free marshmallows with the signature Flumps taste.
The launch of the pink and yellow mallows (RRP £1) comes as research shows that, while taste and enjoyment remain the key drivers behind buying confectionery, 57% of shoppers intend to make healthier choices in the future and reduce the sugar in their diet (Kantar).
The new sweets enter stores ahead of the first elements of HFSS legislation being introduced in October. Once in effect, this will mean foods deemed too high in fat, salt, or sugar will no longer be displayed in key locations including store entrances, gondola ends and checkouts.
The move comes amid significant investment in the Barratt brand from its parent company Valeo Snackfoods. It also forms part of Valeo Snackfoods’ wider strategy to bring forward a wider range of HFSS-compliant products and follows the launch of Fox’s Glacier Sugar Free Moments last month.
Russell Tanner, marketing director at Valeo Snackfoods, said: “We know that 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 is October, consumer and customer 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.”
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