Non-HFSS gummy sweets with 30% less sugar

This innovation utilised soluble corn fibre which has allowed a reduction in the amount of sugar and increased the product’s fibre content compared to traditional sugar confectionery. As a result, the new range contains 30% less sugar compared to other Rowntree’s products and other similar sweets, and it is made with 5.5% real fruit juice and has no artificial flavourings, colourings, or sweeteners. 

With the four new fruity formats, Berry Hearts, Safari Mix, Gummy Bears and Jelly Snakes, Nestlé provides more choice to support consumers towards balanced and responsible consumption of treating products.

This innovation project underlined Nestlé’s commitment to reformulation and to gradually improving the nutritional composition of products and thus to contributing to the improvement of public health and tackling obesity. It came on top of the company’s earlier commitment, in 2018, to remove 10% of sugar from its confectionery portfolio which resulted in around 7,500 tonnes of sugar removed across a number of well-known brands. The company also made a conscious decision to avoid using the nutrition claim ‘high in fibre’ on these new products to avoid a potential ‘health halo’ effect in line with their approach to responsible marketing.

The new products gained nationwide distribution and prominent placement in store across major retailers, successfully switching 1.3million shoppers and solidifying Nestlé’s position within a growing non-HFSS confectionery segment.