The Natural Confectionery Co drops new 50 per cent Less Sugar range

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An iconic Australian lolly brand has announced a major change to its product range, revealing a “healthier” option is now available for those wanting to enjoy a sweet treat.

The Natural Confectionery Co has introduced two new 50 per cent Less Sugar products to their beloved range of jelly lollies.

The new lollies, which come in two flavours, Tropical Blast and Berry Wave, contain half the amount of sugar compared to the average amount of sugar present in leading candy jelly products.

The tropical flavour is bursting with mango, lime and boysenberry flavours in the shapes of tigers, leaves and lightning bolts, while the berry flavour is made up of raspberry, blackcurrant and mixed berry jellies, in the shapes of waves, whales and the world.

The brand’s parent company, Mondelez’s senior marketing manager Amy Richards said the move aligns with customers becoming more focused on their health.

“Through the launch of the 50% Less Sugar range, we are redefining the snacking experience, whilst also continuing our legacy of delivering better-for-you lollies. With consumers becoming more focused on health and wellbeing,” she said

“The Natural Confectionery Co.’s new range provides a treat which meets the growing demands for reduced sugar snacking options, while still delivering the taste and flavours that Aussies expect.”

The jelly candy is backed by a 4.5 Health Star Rating and contains no artificial flavours or sweeteners.

The products are now available at Woolworths, Coles and will soon be available at independent, petrol and convenience stores for RRP $5.

The announcement comes less than a month after Mars Wrigley announced popular Juicy Fruit and PK chewing gum would be going sugar free in an effort to reflect the “ever-changing” preferences of customers.

“At Mars Wrigley, we are always listening to our customers, and the move to sugar free reflects their desire for the same great taste they’ve known for generations, with the added benefits that sugar-free gum provides for our oral health,” a spokesperson said.