Sugar confectionery classic Starburst is set to make its first foray into non-HFSS sweets with the two-strong Fruit Squares lineup.
The vegan NPD (rsp: £1/25g) is made with 80% concentrated apple purée, concentrated apple juice, soluble corn fibre, other fruit purées, juices, citrus fibre and a gelling agent.
Fruit Mix – with apple, blackcurrant, strawberry and orange flavours – and Tropical Mix – comprising lemon, mango, passion fruit and pineapple – will roll into Morrisons stores from 27 February.
While Fruit Squares are HFSS-compliant, they contain slightly more sugar per 100g (59g) than core Starburst (58g) due to their high fruit content. However, the new sweets also contain 18g fibre per 100g, while the originals provide none.
The result of a year’s development, Fruit Squares would meet the “growing consumer desire for healthier, innovative confectionery”, claimed Starburst owner Mars Wrigley.
The supplier’s marketing director, Kerry Cavanaugh, added that Fruit Squares responded to the “ever-evolving confectionery landscape”.
Mars was “pleased to provide a front-of-store-compliant confectionery product that drives innovation”, he said.
It comes as Starburst – which made its UK debut in 1960 as Opal Fruits – is up 2% in grocery value sales [Nielsen 52 w/e 10 September 2022].
Fruit Squares are just the latest non-HFSS line from Mars, which last year added Triple Treats, compliant takes on its Mars, Snickers, Galaxy and Bounty chocolate bars.
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