Fox’s is launching the confectionery category’s answer to Red Bull. XXXtreme is claimed to be the first energy-boosting sweet, containing taurine and caffeine.
With sharp growth in functional confectionery in the past two years, Fox’s Confectionery reckons the product will create a real buzz. Marketing manager Tracey Wilson said: “The growth rate has proven it is a fertile sector. We are confident that we are entering at the right time.”
Packaged in red and blue metallic tubes and with an rsp of 59p, XXXtreme is available from this month.