Lozenges minnow Allens has announced ambitious plans to grab a bigger slice of its market by launching a price promotion-backed nationwide roll-out.

The Anglesey-based, family-owned company is to target consumers with a ‘buy two get one free offer’ on its original menthol and blackcurrant offerings (rsp: 50p each).

The company is aiming to move the brand from a tiny sales base into a £250,000 brand.

Gareth Bird, business development manager for the company, said: “We are competing in a market dominated by big global players and the idea is to put some extra value to the consumer while growing our brand at the same time.”

Bird said the brand had now been listed by Sainsbury for the last two years.

It is also sold in Morrisons and Holland & Barrett stores.