Jude's low-cal ice cream

 Peanut Butter and Vegan Chocolate variants will also be available

Hampshire ice cream brand Jude’s has joined its category’s better-for-you craze with the launch of four lower-calorie tubs.

Promising between 320kcals and 390kcals per pack (64 to 78kcals per 100ml), the new ice cream has no added sugar and is sweetened with stevia and erythritol.

Rolling out to Sainsbury’s from 23 October, Salted Caramel, Vanilla Bean and Peanut Butter contain British milk and feature a ‘source of protein’ claim on front of pack. They will be joined in freezers by Vegan Chocolate made with Sri Lankan coconut milk. All will be available in a 500ml tub (rsp: £4).

The new range was “designed to offer consumers choice” said Jude’s MD Chow Mezger. “For those looking for lower calorie and no added sugar products, we wanted to offer ice cream with both outstanding taste and provenance.”

The launch comes in a busy year for the fast-growing healthier ice cream market, which has seen the UK debut of Californian low-cal sensation Halo Top, the rollout of Ben & Jerry’s Moo-phoria lineup with no more than 132 calories per 100ml, and success for stevia-sweetened brand Perfect World which took mere hours to pass the halfway mark of its first-ever round of crowdfunding.