New Sula range highlights major sugar-free opportunity for UK retailers

SULA, Europe’s number one manufacturer of sugar-free sweets, has re-launched its range of products for the UK market with exciting new flavours and modern packaging.

Sulá’s completely-revamped range of sugar-free sweets features six mouth-watering and traditional British flavours presented in convenient, pocket-sized 42g flip-top click boxes featuring clean and simple new packaging designs that will improve on-shelf impact.

The new range introduces tasty and classic new Butterscotch, Mint Humbugs, Rhubard & Custard and Strong Mint varieties to sell alongside Sulá’s established and ever-popular Strawberry & Cream and Fruit Mix flavours. The new products will have a retail price of around 95p.

Tanja Höke-Woltering, Area Sales Manager for the UK and Ireland at Sulá, said that the delicious and indulgent new products would bring back fond memories of favourite childhood flavours.

“Sales of sugar-free sweets in the UK are booming and the opportunity for future growth is absolutely massive. Sugar-free sweets now have a 3% share of total UK confectionery sales but this compares to a 63% share for sugar-free sweets in Spain for example. Products such as soft drinks and chewing gum have demonstrated the enormous potential for sugar-free in the UK market and confectionery is set to be the next big growth sector,” said Tanja Höke-Woltering.

She added that Sulá’s manufacturing process delivered superior sweets with a smooth, appetising look and a high-quality flavour that was so good consumers would never know the sweets were sugar-free.

40 years

“Sulá has been producing premium-quality sugar-free sweets for more than 40 years and now produces 70% of Europe’s sugar-free boiled sweets,” said Tanja Höke-Woltering.

All Sulá sweets are free from artificial flavours, preservatives, hydrogenated fat and Aspartame and are a natural choice for a healthier lifestyle. The sugar-free sweets are suitable for diabetics, vegetarians and perfect for people wishing to reduce their calorie intake without sacrificing confectionery treats, as each Sulá sweet contains only 7-9 calories.

The new range and flavours have been developed following extensive consumer research and will benefit from record-breaking levels of advertising and promotional support in 2012.

One of the key elements of the marketing campaign will be to demonstrate to consumers the great taste of Sulá sweets…with no need for sugar. A national consumer sampling campaign will take place in leading supermarkets and at major events, supported by an advertising campaign featuring national and regional press plus women’s-interest, lifestyle, health and fitness magazines.

“Sugar-free sweets offer a very exciting opportunity for UK retailers and Sulá is delighted to be launching a great-tasting range of classic flavours which will give further impetus to a dynamic, fast-growing market category,” said Tanja Höke-Woltering.

Sulá UK

Tel: 0208 123 9672

Email: tanja_hoeke_woltering@sula.de

www.sula.com