Sweet Freedom - a new natural sweetener made entirely from fruit - has won listings in the multiples.

After a soft launch in Whole Foods Market in January, it is poised to hit Tesco shelves this month and Waitrose in July.

Sweet Freedom, which co-founder Tina Michelucci created to help reduce her family's sugar intake, contains natural sugar extract from apples, grapes and carob and has 25% less calories than sugar.

It is available in granular and syrup formats at an rsp of £2.99.