Retailers can now give their shoppers more choice at the confectionery fixture as Perfetti Van Melle unveils a range of reduced-sugar sweets.

Fruittella is now available with 30% less sugar in two sharing packs, Summer Fruits and Strawberry.

The brand is also launching sugar-free Fruit Gums and Fruit Foams, which are made with Stevia.

The four products have an RRP £1.19 and are available from Dhamecha, Bestway and Booker.

The brand is promoting the launch with a £1.7m campaign, which will give away one million samples. It is also partnering with ITV show Little Big Shots.

Mark Roberts, trade marketing manager for Perfetti Van Melle, said 92% of consumers are trying to manage their sugar intake, with 32% already cutting down.

“In other categories like soft drinks, people can choose the full-sugar option but they feel better because they have made that choice. In confectionery that has not been possible, in stores it is a wall of sugar,” he added.

Worth £32m, sugar-free confectionery is currently 3% of the confectionery market and is growing at 12% year on year.