This focus has not only affected the traditional weight-loss market: launches of low-carb products in the confectionery category provide further evidence of the inroads made by low-carb diets.
Predictably, the trend began in the US and now Russell Stover, a major confectionery market player in the US, has introduced a range targeting low-carb dieters'.
The eight varieties ­ Peanut Butter Cups, Truffles, Solid Milk Chocolatey and Almonds, French Mint, Solid Milk Chocolatey, Toffee, Mint Patty, and Pecan Delights ­ are flashed zero sugar carbs'. The packs indicate the non-sugar carbs per piece and the range is flagged up as a good source of calcium'. Each is said to deliver 15% of the recommended daily calcium allowance per serving.
The new products sell at a premium ­ a 100g bag of Peanut Butter Cups is priced at $2.33, 10% more than Reese's sugar-free Peanut Butter Cups and considerably more than its regular products.
Russell Stover, based in Kansas City, Missouri, was also one of the first major players in the United States to embrace the idea of sugar-free confectionery.

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