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Valeo Snackfoods has expanded its Barratt portfolio with the launch of Flumps Sugar Free marshmallows.

The pink and yellow marshmallows are available in supermarkets and convenience stores across the UK, with an RRP of £1.00. Free from sugar, the new offering will not be subject to new UK regulations restricting the promotion of food and drink products that are high in fat, salt or sugar (HFSS), set to come into effect next month.

The launch is part of Valeo Snackfoods’ strategy to expand its range of HFSS-compliant products and follows the introduction of Fox’s Glacier Sugar Free Moments. Russell Tanner, marketing director at Valeo Snackfoods, said: “We know that healthy eating has become a higher priority for consumers, with more and more people looking for sugar-free and low-sugar versions of their favourite confectionery. Coupled with the upcoming HFSS regulations in October, consumer and customer need for sugar-free variants has never been higher. “The key thing for us was to create a sugar-free product that was true to the brand and still tasted great and we’re really pleased with the results.”