Napier Brown is launching what it claims are the UK's first low calorie sugar cubes under its Whitworths brand.
Aimed at calorie-conscious consumers who don't want to sacrifice taste, the new Lite Cubes are going out to stores in white and demerara varieties from this month.
The company said each cube contained just 35% of the calories of a normal teaspoon of sugar as they were made up of 99.2% sugar and 0.8% aspartame, a sweetener which is more dominant than the sugar. The cubes are also smaller than standard offerings.
Peter Hough, sales director at Napier Brown, said the idea was to add something different to the sugar category and attract new users.
"We are committed to putting interest back into the sugar sector and this new product is the first of a number of innovations we will make this year as we respond to changing customer trends," he said.
"Although the Lite Cubes are slightly smaller than normal cubes, the feel and taste are the same so consumers are getting the great taste of sugar but with fewer calories."
He said low calorie sugar cubes were extremely popular in Continental Europe with estimated sales volumes of around 2,215 tonnes a year.