Haribo targets sweet-toothed dieters

By Catherine Boal

- Last updated on GMT

Related tags: Vitamin c

German jelly firm Haribo has launched a new UK range targeting
sweet-toothed dieters with reduced sugar, calories and

Haribo Lite is available in 140g bags of fruit-flavoured, fruit-shaped gums with no artificial colours, 30 per cent less calories and 40 per cent less sugar than Haribo Fantasy Mix, and less than 0.1 per cent fat per 100g. The new line is hoping to grab the attention of teenagers, young women and all those consumers seeking indulgent products without guilt. The Lite jellies will be available in fruit flavours such as lemon, orange, apple, kiwi, blackcurrant and even more exotic tastes including passion fruit, mango and elderberry. Haribo managing director Per Henérius said: "A growing number of consumers are becoming more generally health and diet-conscious. They are looking more closely at the nutritional content of all products - including confectionery - and that is impacting on their choice of product. "As brand leader in the gums and jellies sector, it is natural for Haribo to be spearheading the development in this area. "We are building the value of confectionery sales with an innovative brand that brings something totally new to the category and offers consumers a number of real product benefits." ​ Having been available in the grocery sector from February, the company is currently rolling out the product to all markets from its UK Dunhills factory. The sweet maker, which has a annual turnover of around £80 million (€118.2m), acquired whole ownership of UK cake firm Dunhills in 1994 and since then has grown its core brand Starmix to a substantial market force. The brand is now worth around £30 million (€44.3m).

Related topics: Ingredients

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