Sugar-free range targets diabetics and dieters
health-conscious confectionery consumers has joined the growing
sugar-free sector
Israel-based company Tivit, which distributes in Europe and the US, hopes to consolidate its position in the sugar-free market with the launch of Nature's Sugar free - a range which uses the artificial sweetener maltitol to simulate a sugar taste.
The company is following in the footsteps of ingredients manufacturer Symrise and machinery supplier Baker Perkins who have both launched sugar-free concepts in time for the new year.
Nature's Sugar takes the form of bites and bars in peanuts, sesame, sunflower, sesame & sunflower, coconut and energy - with dates and cinnamon - flavours.
The bite-sized pieces are packaged in a laminated, recloseable bag while the 18g - 22g bars are individually packaged.
Tivit's marketing heavily emphasises the line's nutritional content, claiming the products are suitable for diabetics and dieters as they contain no sugar, gluten, cholesterol or artificial flavourings.
Tivit CEO Rami Offer said: "We provide the market with a perfect solution for a healthy, 'guilt-free', natural snack, that comes in a variety of flavours and suits everyone.
"When incorporated into a nutritionally balanced diet, our unique products can contribute positively to a healthy lifestyle living."
Released this month, the products will be on display at confectionery trade fair ProSweets held in Cologne 29 January - 1 February 2007.
