Health conscious, consumers are looking for alternative products to help reduce their sugar consumption, which is helping stimulate the growth of Better for You confectionery, which is currently worth £44m and growing at +11.9% MAT. Perfetti Van Melle is leading the way in sugar free and sugar reduced and is currently the number one BFY manufacturer in the UK, with sales totalling £9.2m YTD. Despite overall decline (0.9% MAT) in sugar confectionery, PVM is significantly outperforming the category, experiencing growth of +5.3%, partly attributable to incremental sales from sugar free and less sugar.

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