Mars Wrigley Starburst is set to launch a non-HFSS variant of its popular Starburst brand.
Called Fruit Squares, the new product is made with fruit purées and juices, soluble corn fibre, citrus fibre and a gelling agent.
It will be available in two flavours – Fruit Mix and Tropical Mix – and roll out in Morrisons from 27 February (RRP £1/25g), and Sainsbury’s in later months.
Mars Wrigley stated that Fruit Squares would meet the growing consumer desire for healthier, innovative confectionery options.
Marketing Director, Kerry Cavanaugh, commented: “The launch of Starburst Fruit Squares is a response to the ever-evolving confectionery landscape, particularly at a time where HFSS regulations are impacting the sector.
“As fruity confections are growing at 17% year-on-year, the Starburst brand is a perfect platform for Mars Wrigley’s first HFSS-compliant fruity confectionery venture, bringing an additional audience of 1.4 million to the sector.
“We’re pleased to provide a front-of-store-compliant confectionery product to retailers that continues to drive innovation across the fruity confectionery category.”
