The sugar-free alternative follows Kantar data which found that 57% of shoppers plan to make healthier choices in the future as they look to reduce the sugar intake within their diet.
Available in supermarkets and convenience stores at RRP £1, the move to make the marshmallow treats HFSS compliant also comes ahead of upcoming restrictions in October on product placements of food high in salt, sugar or fat across stores.
The changes will see products that are not HFSS compliant, banned from store entrances, end of aisle shelves and at checkout locations.
Flumps Sugar Free also adds to Valeo Snackfoods’ wider range of HFSS compliant confectionary, including its Fox’s Glacier Sugar Free range which launched last month.
“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,” Valeo Snackfoods marketing director, Russell Tanner said.
“Coupled with the upcoming HFSS regulations is 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.”