Fruittella has responded to Kantar World Panel research showing that 92% of consumers are actively trying to reduce the amount of sugar they buy with four new reduced sugar and sugar-free pouches. Fruittella 30% Less Sugar chews are available in strawberry and summer fruits 120g bags, while 80g bags of sugar-free Fruittella Fruit Foams come in lemon, strawberry and peach flavours, and 80g bags of sugar-free Fruittella Fruit Gums are available in strawberry, blackcurrant, orange and lemon flavours. All lines have an rrp of £1.19 and are available in leading wholesalers.

The reduced sugar sweets contain no sweetener and Perfetti Van Melle has doubled the fruit juice content to 6%, while adding additional fruit fibres to boost flavour. They are expected to appeal to the family sharing market.

Meanwhile, the sugar free lines contain natural plant extract stevia, which is 200 times sweeter than sugar. Packs are aimed at adult on-the-go snacking occasions.

The new lines will receive £1.7m marketing support, including TV coverage as part of Fruittella’s headline sponsorship of new ITV show Little Big Shots, which airs on 1 March. There will also be press campaigns in the Metro and Daily Mail and a mass sampling campaign.

Matthew Navier, brand manager for Fruittella, said: “We’re delighted to be at the forefront of such a ground-breaking step-change in confectionery and excited to be launching a first for the category that truly responds to the demands of today’s consumers. As a brand, we’re committed to providing a portfolio that truly meets every need. From on-the-go singles, sharing bags, kids treats and adult indulgences, Fruittella can deliver them all.

“Taste testing has been extremely positive, with the new product not viewed to be sugar-free on taste. There’s absolutely nothing artificial in the new products.”