Hancocks has driven down the price of Vidal Giant Cables to give retailers a 79% margin.

The confectionery wholesaler said it had slashed the price of a box of the sweets, available in 14 varieties including apple, fizzy strawberry, sour cola and blackcurrant, by 17% to £13.99.

It would hold the lower price until the end of 2014 so retailers could cash in on a return of up to £80 a box, said purchasing director Jonathan Summerley.