LEAF has created an umbrella brand, Red Band, for healthier confectionery products and says it wants "to do a Go Ahead" for the sugar confectionery market.
A pan-European launch of Red Band will follow an official UK launch in September, although some products are already in UK supermarkets.
The products will include low-sugar sweets for children and sugar-free for adults, plus products with added vitamins and calcium.
The first launch includes chewy gums containing 50 calories per 35g bag; wine gums with 55% reduced sugar; calcium-enriched strawberry and chocolate milk shakes; Juicy 30% less sugar gums; and Red Band Pleasure low-calorie chews in a brittle shell.
A further seven products are due to launch next March and there will be a 'conveyor belt of products' over the next two years in the £1 or below bracket.
A £1m support package will include TV ads from January next year and multibuys and promotions.
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