Haribo Fruitilicious

Haribo has unveiled its first reduced sugar line, Fruitilicious, which claims to contain 30% less sugar than ‘regular fruit gum sweets’.

Sweetened with dextrin and sorbitol, the new confectionery provides 33g of sugar per 100g – in contrast to the 47g of sugar per 100g in Haribo’s popular Starmix.

While Starmix was “23% lower in sugar than the sweets confectionery category average”, Fruitilicious was “a completely new development” said Haribo.  

The NPD is a mix of fruit-shaped, smiley-faced pieces in strawberry, raspberry, pineapple, orange, apple and lemon flavours. It was available now and would begin to appear on shelves next week, said Haribo. Available in three formats, rsps are £1.29/165g, £1/155g and 77p/120g.

The new sweets will be supported by a multichannel campaign including TV, PR and sampling.

Haribo had “the most diverse offering on the market” said the brand’s marketing manager Hayley Nixon. Sharing formats, mini-bags and multipacks were “helping our consumers to make the choice that is right for them, their friends and family, whatever the occasion”.

“Through Fruitilicious, we are taking this one step further,” she added.

Haribo is the UK’s leading sugar confectionery brand, with value sales of £168.8m – up 0.9% last year following a decline in 2016 [Nielsen 52 w/e 9 September 2017]. In September, The Grocer reported that the German confectioner had shrunk some of its most popular lines, which the business blamed on rising costs.