Sweet success for Haribo Fruitilicious

HARIBO has been shortlisted in The Grocer New Product Awards for its recently launched reduced sugar treat, Fruitilicious

HARIBO, the UK’s leading gums and jellies manufacturer, has been shortlisted in The Grocer New Product Awards for its recently launched reduced sugar treat, Fruitilicious.

At over 150 years old, The Grocer is one of the leading magazines within the FMCG sector and its annual awards have earned the respect of food manufacturers across the UK.

Boasting 30 per cent less sugar than regular fruit gum sweets, Fruitilicious adds a further dimension to HARIBO’s exciting portfolio of treats. Launched to offer more choice for consumers, the product’s sugar-reduced credentials have seen the brand’s new addition enjoy unprecedented success within the marketplace.

Noting the significance of The Grocer Awards within the food manufacturing sector, Hayley Nixon, marketing manager, from HARIBO UK, said: “We’ve seen how quickly Fruitilicious has gained popularity amongst consumers, but to see this reinforced from an industry perspective is simply fantastic.

“It’s an indicator that we’ve succeeded in delivering our objective – which was to provide a reduced sugar product that offers the same great taste that consumers have come to expect from the HARIBO brand.”

HARIBO’s latest addition combines fruit shaped smiley-faced pieces with tasty flavours including strawberry, raspberry, pineapple, orange, apple and lemon.

Hayley added: “We’ve invested a great deal of time into developing tasty fruity flavours and an enjoyable texture which can be difficult to achieve in a reduced sugar product. We’re really proud of what we have accomplished with Fruitilicious and we’re thrilled to have been able to offer that extra element of choice for our consumers.”

The winners will be announced at an awards lunch taking place at the Marriott Grosvenor Square, London, on Friday October 5, 2018.

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