Wine gums lighten up

01 June, 2007

Cadbury Trebor Bassett has launched Maynards Wine Gums Light to target health-conscious consumers.

Containing half the sugar and 30 per cent fewer calories than a standard pack, it comes in 42g rolls (rrp 42p) and 180g bags (rrp £1.39).

Kate Harding, acting head of customer relations, said: "A third of shoppers are now actively managing their sugar intake and increasingly looking for healthier alternatives that still taste delicious.

"This launch will generate interest among adult shoppers looking for that permissible treat."

The launch will be backed by in-store POS, PR activity and a nationwide sampling campaign.

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