A new sugar-free and no-added-sugar brand that includes biscuits, chocolate and jam is set to launch.

Belfast-based GM Marketing, which distributes brands including Typhoo, Tilda and Cheerios in Ireland - has created the wide-ranging Free’ist food brand.

The company said it had set out to make a comprehensive range that was suitable for diabetics but would also tap into growing consumer interest in health and wellbeing. It has spent about two years developing the range, which is being manufactured by a number of different producers across Europe.

“We have tried to create a range that will look great when displayed together on fixture,” said sales and marketing co-ordinator Steve McDonagh. “We have been careful to put taste first, and feedback has been very positive.”

The full line-up comprises four sugar-free cookies, two biscuits, no-added-sugar milk chocolate wafers, a range of six no-added-sugar chocolate bars and three no-added-sugar jams.

Free’ist uses sweeteners including maltitol, and GM Marketing is looking at further launches, including a sugar-free chocolate spread using natural herbal sweetener stevia.

The range was exhibited last week at the National Convenience Show organised by The Grocer owner William Reed Business Media, where McDonagh said it received a good response.

The company is talking to retail groups about the range and said existing relationships gave it a route into UK wholesalers and cash & carries.

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