Valeo Snackfoods has announced the launch of a non-HFSS range of sugar free sweets.
Fox’s sugar free cartons will be available in more than 2,500 Co-op stores across the country from the 15th of August and have an RRP of £1.20.
The launch is part of a significant investment in Fox’s, which in the four weeks to June alone saw a 45% increase in value growth in discounters compared to last year (IRI and Kantar).
Sweetened with natural stevia, the vegan-friendly, eight calorie sweets come in two flavours – lemon, elderflower & mint; and strawberry & banana smoothie. Although Fox’s sweets already have strong associations with travel, the pocket-sized carton format will help to reach new consumers during on-the-go snacking moments.
The product development follows market research from Degusta which revealed 50% of confectionery consumers were interested in a sugar free option of the sweet. The new carton is also fully recyclable, with the omission of sugar meaning the sweets don’t require individual wrapping, cutting down on packaging.
Russell Tanner, marketing director at Valeo Snackfoods said: “These new sugar free variants are a natural next step for Fox’s, which have longstanding heritage as a household favourite”.
“Fox’s is well positioned to move into the health-conscious confectionery market, and as each Sugar Free sweet is only 8kcal, it makes for the perfect longer lasting, permissible sweet treat. We pride ourselves on using high-quality ingredients that suit a range of dietary needs, without compromising on taste, and the new sugar free flavours are no exception.”
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