Barratt has announced the launch of ‘Flumps Sugar Free’ – HFSS-compliant, sugar-free marshmallows with the signature Flumps taste.

The new pink and yellow mallows are now available in supermarkets and convenience stores across the United Kingdom, RRP £1.00. 

The launch of Flumps Sugar Free comes as research from Kantar shows that, while taste and enjoyment remain the key drivers behind buying confectionery, 57 per cent of shoppers intend to make healthier choices in the future and reduce the sugar in their diet.

The new sweets also enter UK stores ahead of the first elements of HFSS legislation being introduced in October. Once in effect, this will mean foods deemed too high in fat, salt, or sugar will no longer be displayed in key locations including store entrances, gondola ends and checkouts. HFSS-compliant SKUs such as Flumps Sugar Free are the perfect solution as they are free from such restrictions.

“Consumer and customer need for sugar-free variants has never been higher”

The move comes amid significant investment in the Barratt brand from its parent company Valeo Snackfoods. It also forms part of Valeo Snackfoods’ wider strategy to bring forward a wider range of HFSS compliant products and follows the launch of FOX’S® Glacier Sugar Free Moments earlier this month. 

“We know that healthy eating has become a higher priority for consumers, with more and more people looking for sugar-free and low sugar versions of their favourite confectionery,” observed Russell Tanner, Marketing Director at Valeo Snackfoods. “Coupled with the upcoming HFSS regulations is October, consumer and customer need for sugar-free variants has never been higher. 

“The key thing for us was to create a sugar-free product that was true to the brand and still tasted great – and we’re really pleased with the results.”