Sulá sugar-free sweets get heavyweight backing

The new campaign will strongly support the new Sulá range, which has been totally revamped with great-tasting natural flavours plus eye-catching, modern packaging and a more competitive price position.

The range of five Sulá Natura products features Strawberry Cream, Vanilla Mint, Cappuccino Cream, Caramel Cream and Fruit Mix sugar-free sweets.

These are packaged in colourful, modern and eye-catching bigger 80g share bags retailing around 99p and also convenient, flip-top 42g boxes priced around 59p-75p.

The range features a “naturally good” logo highlighting new natural ingredients that are free from artificial flavours, colours, preservatives, hydrogenated fat, aspartame and acesulfame.

At the same time, Sulá has introduced a premium-quality range of indulgent toffees as part of the brand’s biggest-ever UK programme of new product development and marketing support.

Sulá toffees come in four unique, mouth-watering and luxurious flavours – Classic Caramel, Classic Chocolate, Chocolate Mint and Strawberry Yoghurt – with no sugar needed! Packaged in made-for-sharing 80g bags, they are retailing around £1.09.

Neil Alexander, Senior Brand Manager for Sulá at UK distributor Petty, Wood & Co Ltd, said: “The sugar-free confectionery market in Europe is huge and still in rapid growth, but the market has stalled in the UK due to some pretty uninspiring NPD and poor product taste delivery.

“Sulá, makes really great sugar free sweets with no artificial colours, flavours or preservatives. When people taste them, they love them, and they can’t believe they are free from sugar, low in calories, totally natural and therefore guilt-free.”

Extensive consumer research showed that sugar-free is, however, a strong repeat purchase motivator once taste has been proven – with 88% of consumers who sampled the new Sulá products expressing a keen interest in buying the sweets in future.

Neil Alexander said the new Sulá products satisfied the continuing consumer demand for healthier products whilst demonstrating that sugar-free products CAN deliver superbly on taste.
This year’s record-breaking support for Sulá includes national consumer advertising in leading health, fitness and women’s-interest magazines, plus press ads, competitions and promotions.

There will also be a major new programme of consumer sampling roadshows designed to highlight the “great taste of Sulá”.

More than 1.5 million consumers will be sampled at supermarkets, major shows and sporting events this summer whilst Sulá will also be featuring at the high-profile BBC Good Food Shows taking part throughout the UK in 2008. All of this will be supported by a strong and on-going programme of trade promotions.

“This is Sulá’s biggest-ever and most exciting UK initiative, with superb new products that really deliver in terms of taste and have the credible health benefits of sugar-free. With a massive support programme, retailers can be assured that Sulá is the natural choice for healthy sales and profits,” said Neil Alexander.