Life is looking a little sweeter for consumers watching their weight thanks to Tate & Lyle's Light Cane sugar with 40% fewer calories.

The new line is an evolution of a 33% reduced variant launched two years ago. It already accounts for more than half the value of the light granulated sugar market, according to senior brand manager Lynn Cooke.

"It was a natural progression for us to take the success of this product and build on it," she added.

The company is planning a £2.5m campaign. Activity kicks off with information targeting the food media, from TV psychologist Dr Linda Papadopoulos, about achieving a happy food balance but still eating treats.

National TV advertising will follow later in the year, along with radio ads that include competitions and promotions linked to a roadshow, as well as local press ads and posters.

The campaign is aimed at driving the message that 'reducing your daily intake of calories, without having to compromise on taste, has never been so easy'.