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Barratt Launches HFSS Compliant Marshmallows Under Best Selling Flumps Brand!

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Oct 07, 2023

Barratt Launches HFSS Compliant Marshmallows Under Best Selling Flumps Brand!

Barratt has announced the launch of Flumps Sugar Free, HFSS compliant sugar free

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 country, with a RRP of £1.00.

The launch of Flumps Sugar Free comes as research 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.[1]

The new sweets also enter 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.

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.

Russell Tanner, marketing director at Valeo Snackfoods said: "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. 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."

To learn more about Barratt, visit: https://valeoconfectionery.com/barratt

[1] Source: Kantar State of the Nation, March 2022

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