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Chupa Chups is entering the extruded jellies market with its new belts and laces range. The collection includes Sour Mixed Belts, Sour Apple Belts, Sour Strawberry Belts and Strawberry Laces. Packaged in 90g bags, the range aims to attract new customers with its vibrant design and variety of flavours. Kim McMahon, brand manager at Chupa Chups, said: “As Chupa Chups continues to evolve and innovate, we're so excited to be once again diversifying our beloved portfolio with the expansion into the extruded jellies market. Shoppers are looking for more excitement from their favourite lollipop brand, and our latest launch is perfectly positioned to satisfy cravings for bold and sour flavours, offer more variety in the category and delight existing fans of iconic Chupa Chups flavours” “With the overall laces, belts and wands category now valued at £91m and experiencing a remarkable growth rate of +19%4, Chupa Chups is poised to capture an even larger share of this expanding market.” The new range will be available in the convenience channel from next month.