Mondelez is hoping to revitalise its ailing Trebor confectionery range with the introduction of Cool Drops, the brand’s first sugar-free hard-boiled candy.
Two variants in a flip-top pack, Extra Fresh and Lemon, will be available from 21 January. They are sweetened by isomalt, aspartame and acesulfame K, and provide 66 calories per 28g pack (237kcals per 100g).
The launch – to be supported by a digital campaign – comes after Trebor undertook “extensive consumer research, finding that the new format was very well received by consumers” according to brand manager Laura Trampe.
Cool Drops (rsp: 60p) would bring “excitement to consumers by combining proven trendy flavours, with the increasing demand for sugar-free products” she added.
While Trebor is sugar confectionery’s leader in mints, it has watched its value decline in grocery over the past three years, losing 8.3% of sales in 2018 to become worth £45.3m [Nielsen 52 w/e 8 September 2018].